David Perry, author of The Guerrilla Marketing Guide for Job Seekers, posted some great ideas on how the job seeker should use email:

1. Direct your email to a specific person by name—sir, recruiter, hiring manager, etc aren’t acceptable.  Bob Smith, Suzy Brown or David Perry are.

2.  Use an inviting subject line–To Whom It May Concern needs to be replaced with Ms. Brown (use the name of a colleague if you can) suggested we should meet and talk about (x).

3.  Your opening paragraph must capture the readers attention–Tell the reader what’s in it for them.  For example, Dear Mr. Perry: I know that your firm handles searches for financial executives.  My goal is a senior financial role with a broker/dealer, mutual fund company, or an investment advisor.  My background would also…”

4.  Tell the reader how to get ahold of you.  Don’t make them look in your resume for it or open another document to get it.  Make it easy.

5. Cut and paste your resume into your email message.  Word documents and PSF’s can get lost or deleted before they get to their intended designation.  So I suggest you embed a plain text copy of your resume in the body of the message and send it also via snail mail at the same time.  If they get both versions, there is no harm.

I added a few more—

6.  Make some simple links to reference letters, position papers or samples of things you have done or written.  Your aim is to make the reader interested enough to find out more about you. 

7.  Don’t bore.  You want this email to be professional, void of bad grammar and misspellings, but lighten up a bit.  Be conversational in tone—chances are, your recipient will have seen dozens of boring, corporate speak emails about this job opening.

8. Don’t be coy.  Ask for the interview.  I am constantly amazed at how effective it can be to be THE candidate who acts the most interested in the position.  Now is not the time to be cool.

9.  Flatter and play it back to them.  You know how they are presenting the opportunity in ads or on their website.  Use the same language when you phrase your message.  This parroting back of their words will make your point more forcefully.

10.  Somewhere, and I think it should be the second or third paragraph, I would start off the sentence with: Let me give you three reasons you should consider me for this position.  Then do it.Â