By Ross Macpherson

How many of you have more than 50 emails currently sitting in your inbox? More than 100? 200? Or 362, like me? Email has become so prevalent that we are all bombarded with emails 24/7, all vying for our attention – and that’s usually from friends and colleagues! Now, imagine you work in an industry where the vast majority of emails you receive are unsolicited – in other words, hundreds of emails from people you’ve never met all wanting you to do something for them. Welcome to the world of the Recruiter and HR Professional.

Recruiters and HR professionals can receive literally hundreds of resumes daily. So the truth is that the carefully-crafted email you sent is currently competing against hundreds of others JUST TO GET OPENED, and that’s only if it makes it past the spam filters. Taking a page from the school of Direct Marketing, there are ways to increase the chances of your email getting opened, and conversely ways to virtually guarantee that it will be trashed. Here are some of the secrets which can be applied when sending unsolicited emails to recruiters, HR professionals, hiring managers, or through targeted email marketing campaigns.

THE SUBJECT LINE IS KING

The content of your email has to grab a reader’s attention, but it has to be opened first. For this reason, what you write in the Subject line is critical. You must communicate some compelling reason for the reader to open your email. Most job seekers make the mistake of writing “Joanne Deacon – resume,” or worse yet just “Resume attached.” Tell the reader something they might be interested in, ideally some glimpse into your specific expertise. Good examples might include:

    “Financial Analyst with Silicon Valley VC experience”
    “B2B Marketing expert in Vancouver”
    “Award-winning Project Manager – telecom, e-business”

These subject lines communicate something tangible and give the reader a reason to open the email. This approach works especially well with recruiters. If you are applying to a job posting and submitting your resume by email, chances are the job title and/or posting number is all you’ll need.

PS: Avoid cute subject lines like “Your dream employee!” or “PLEASE READ THIS.” Serious professionals don’t like to waste time and this insults their time and intelligence. Even avoid using an exclamation point (!), since many spam filters will redirect or automatically delete emails with this character.

PERSONALIZE THE EMAIL

Would you send a formal, hard copy cover letter without starting it with “Dear So-and-so?” Of course not. People like to be addressed by name – it’s a sign of respect and shows that you took the time and care to find out who the reader was. Take the time and care yourself to address your email to a PERSON. The technology in Microsoft Office makes it very easy to create merge files that can insert individual names into individual emails, so take the time to do it right. It can make a real difference.


NOW THAT YOU’VE GOT THEIR ATTENTION, KEEP IT

You’ve written a compelling subject line, addressed the email to a specific person, now please don’t start with something like:

    “I am seeking a challenging opportunity with a growing firm who could benefit from my experience and training. Minimum salary $50,000 with opportunities for advancement.”
    Dead boring, says nothing, and only communicates what YOU want. Trust me, at this stage of the game, they don’t care what you want – they care about what’s in it for them! So, start off with something powerful – a strong Profile or a short bulleted list of super achievements. Like this:
    “I am a resourceful fundraising professional who has raised over $75 million for annual and capital campaigns throughout North America. My experience includes positions in healthcare, education, and the performing arts. I have driven and funded the campaigns that helped build the Schumann Business School and additions to the Augusta and Pinehurst Community Hospitals.
    I am an expert in identifying and cultivating donor potential, and I am seeking a senior fundraising position in the Chicago area.”

Or this:

    “Dear Mr. Joseph,

    I have earned 9 President’s Circle awards for sales performance in the wireless and telecom industry. Results include:

    * Increased year-over–year sales by an average of 12%
    * Brought in more than $35 million in new business over the past 9 years
    * Opened up a lucrative niche in the construction and trade industries, generating an additional $6 million in annual revenue
    * Aggressively pursued and secured the largest single corporate account in company history, valued at over $9 million

    I am seeking a senior sales position and am confident that I could bring the same level of performance to ABC Company.”

In this section of your email, you really want to grab their attention within the first 5-10 lines, and hit them hard with what makes you special and what you can offer. Sometimes even a well-written (but short!) story about a particular success is enough to grab their attention.
BE BRIEF AND INCLUDE YOUR CONTACT INFORMATION

Generally speaking, emails should be shorter and even more to the point than a formal, hard-copy cover letter. As a result, you need to take full advantage of what little time and space you have to “pull the reader in.” Don’t waste their time and yours with bland generalities and pointless banter. If you clearly articulate what you can do for them, they’ll listen. And please, include your phone number and any other contact information you would like them to use (especially if you’re applying from the office and don’t want them to hit the Reply button). You’d be surprised how often people leave this out.

Email can be a valuable tool in your job search arsenal, if you use it correctly. Remember, you’re vying for the reader’s attention against hundreds of other emails, so be sure to quickly and powerfully communicate your value. Make the reader’s job easier, and you’re on your way!

And one last thing, when you attach your resume, you have 2 choices: 1) attach a Word copy, or 2) embed the resume within the body of the email itself. Most companies are willing to open attachments, and may specify how they want to see it. I recommend you follow their advice. Recruiters, on the other hand, often want to see the resume within the body of the email itself, in “text” or “RTF” format. Call the office or access their website to find out for certain. Following their preferred guidelines is another way to increase the chances your email gets opened and read.