An effective job hunt requires you to become an expert at a range of tactics. Networking is just one of them. Targeted mailings are another. 
Although some job-seekers look at mailings like the employment-search equivalent of cold-calling, mail — snail or email — absolutely has its place in a job search.
A targeted mailing can be helpful if there’s someone you want to meet despite having had no formal contact with him or her. A good mailing can provide a way to create that connection. Mailings can also be helpful when you have a large number of companies in your target market, but only a few appropriate jobs in each. Research the appropriate contact person for each company and use a targeted mailing to ask for a meeting, regardless of whether they have a job opening for you.
To get attention, your mailing must be concise and compelling. Follow these 7 steps to craft an effective targeted mailing:
1. Open as you would a networking letter. State why you’re writing and establish the contact you have with the recipient. This contact should be based on your research about the person and the company.
2. Summarize yourself. Cover your experience, strengths, work history, etc., and be sure you don’t go on for multiple paragraphs. Give enough information to establish your credibility.
3. Highlight a few key accomplishments that may interest the recipient.
4. Request a half hour of the person’s time and promise to follow up with a phone call in a few days.
5. Use graphic elements like underlining and bolding to highlight key points and make your letter more scannable. Don’t overuse this tactic, though; make sure what you’re highlighting is worth calling attention to.
6. Call as promised, and remember you’ll probably have to start from the beginning. The prospect may not remember anything from your letter, or even that you sent one. Rather than reminding prospects you sent a letter, remind them of why you sent it. Summarize your background and accomplishments again. Let them know you’re interested in meeting even if they don’t currently have any openings for you; your goal is to begin a relationship that can help your career grow. If you get voicemail, leave a message but don’t request — or expect — a call back. Keep calling. You may need to call several times before reaching the person.
7. When you go for a meeting you’ve landed through a mailing, behave as you would in a networking meeting, unless the person makes it clear this is a job interview. Exchange brief pleasantries, restate why you’re there, and give your Two-Minute Pitch. Get the information you want and the names of a few other people to whom you should talk.
Finally, express gratitude for whatever help you receive. Appreciation and graciousness can help foster a relationship that may help you down the road, even if it can’t help you right away. Targeted mailings can be a powerful career-building tool when done right.
