Cold mailing is an art of getting a job that’s unlisted. In this article, we will talk about some of the most important do's and don'ts of cold mailing. This is not a guide on how to write a cold email (there's plenty of those online already), but rather a way for you to learn what cold mailing actually is and what benefits it can give you.
Do's and don'ts of cold mailing
Do your research
There's nothing more embarrassing than trying to get the attention of a company you know absolutely nothing about!
Even though your cold email might be just one paragraph long, there should be hours of research behind it. You have to recognize what the company you’re planning to contact actually needs. And for that, you need to go deep into their website, social media channels, e-commerce sites, white papers, and whatever else that’s available. Furthermore, you need to know who you're messaging. Sending a cold mail to the CTO might not be the best idea (unless you're feeling very ambitious), but neither is messaging someone who left the company five years ago. Instead, try to find the head of the department you're interested in working with and message them. Opting for recruiters is also a good idea.
Don't treat it like a job application
Employers get hundreds, if not thousands of applications per month. How do you make sure your cold email stands out? Start by not treating it like a job application! The key to success with cold mailing lies in your ability to advertise real value you can bring to the company, instead of simply presenting yourself as a good person to hire.
Don’t send a resume and a cover letter – establish a line of communication. Show how a company will benefit from you. For your cold mail to be successful, you need to go beyond their vacancies list – ‘create’ a job for yourself and pitch it to the company.
Cold mailing is all about communicating tangible value. Don’t use it as a space to talk about your skills and experience – you might as well send an application!
Do - remember to be direct
Knowing exactly what you want to offer the company is one thing. More importantly, you need to know how to communicate it effectively to the person you're messaging. You have to be direct. After doing your research, you should know what services the company might want.
The question you’re looking for an answer to is “what do they lack that I can provide?”. Maybe that’s better content or a more structured social media strategy? Perhaps it’s an improvement of their website’s UX or polishing of their payment process? Whatever it might be, you need to clearly communicate it in your email and, of course, present yourself as the person to do it!
Don’t treat potential employers as ‘employers’
A huge difference between cold mailing and applying for a job is the way you approach potential employers. The difference can be boiled down to a distinction between working FOR somebody and working WITH somebody. As a cold mailer, you start more from a position of an external professional, not an applicant. Therefore, the company you contacted should be treated as your prospects or potential clients, not as employers.
And finally, one last don't...
Don't get disheartened!
A lot of your cold emails will go unanswered. That’s just the way it goes. That great idea you might have for that one company might have already been pitched to them. Your email might have been buried in a sea of other important things to reply to.
Don’t let that discourage you! Sometimes you just need to send your email for the second or even third time for it to be noticed. Sometimes you have to move on and find another company to contact. Cold mailing is a bit harder and a less obvious way to land a job than simply applying. However, when you finally manage to establish a line of communication with a company - hopefully leading to you getting hired -, you'll be able to do exactly what you are the best at. And believe us, that’s worth all the effort!
If you liked this article, be sure to check out more career-related articles on College Life Magazine!