How To: Cold Email
As law students, we are given access to incredible opportunities to meet and connect with lawyers. Networking events and open houses serve to give law students a fantastic way to learn more about a firm, and more about a specific associate or partner. However, how does one make connections outside of formally scheduled events or networking opportunities? One effective way, is through cold emailing.
In this How-To, I will be walking through the key steps in formulating a cold email, get results, and present yourself in a professional, polished manner. There are endless opportunities for connections outside of law school, and cold emailing can be a fantastic way to access them.
1. Review what a cold email is and isn’t.
Unless you are cold applying for a specific job posting, a cold email is not a job application. Even if you are currently in the market for a position, do not use a cold email to fish. If the lawyer you connect with is impressed by your professionalism and polish, they will further the conversation towards future opportunities if possible. However, do not use the cold email as a chance to skip this important process. The most fruitful and meaningful connections are not made overnight, they take patience, dedication and perseverance. By creating this connection first, you have a greater likelihood of being put forward for consideration later in the process.
2. Pick the right person.
Early in my cold emailing experience, I would choose the wrong person. This would sometimes become apparent during conversation, or the recipient of my cold email would directly state that they are not the best person for me to connect with. Candidly, at the time, this was disappointing. However, with some reflection I realized that the “wrongly chosen” recipients, despite working in the area of my interest, had little in common with me. In choosing a recipient, I sometimes have to look deeper than areas of practice, and find connections between us in more nuanced areas.
I like to research the recipient of my cold email to better understand their path to legal practice and what makes them unique. If possible, I will look for ties between them and myself (e.g. TRU Law Alum). Sometimes, these ties are as simple as a common philanthropic interest, or an area of their practice that I believe would make for an enjoyable and fulfilling career. Not only do these common areas make for great conversation starters, but they help to frame you as a person in your email. They give color to an otherwise grey description of you. The more unique, the better!
3. Demonstrate value.
When I first started utilizing cold emails, I worried if I was interesting enough to engage a very busy lawyer in conversation. I was preoccupied with the feeling that I was simply “another law student”, void of interesting hobbies, stories or points of view.
However, upon more reflection and discussion with lawyers, I was informed that the opposite is true. In fact, it was expressed to me that law students are inherently interesting. When we are honest, authentic and genuine, we are also highly engaging and memorable. (I’ve also written on the importance of expressing uniqueness in personal branding, which you can also read here).
You are a bright, talented and accomplished person. When it feels like you bring nothing new to the table, remember that your experiences are unique to you. This is your value. If you’re still stuck, try writing out some personal “value propositions”. What is a unique adventure you’ve had that has changed the way you view the world? What areas of academia interest you? What was your driving force in applying to law school?
4. Be respectful of time.
As is common knowledge, lawyers are busy. More so than simply having full calendars, a lawyer’s time is a finite billable resource. It is incredibly valuable. Respecting your recipient’s time can be achieved many ways, however I feel two things are most important.
Firstly, by correctly doing your homework about who is best to email, you can lower your chances of missing that meaningful connection entirely, and wasting both you and the lawyer’s time. If you fail to properly research your connection, only to find that their practice area bears no relation to any areas of interest to you, the outcome of such action may be disappointing to both you and the lawyer.
Secondly, by clearly outlining your ask and sticking to it. For example, I most often like to ask for a brief, 20 minute phone call. I will then work to make the 20 minutes productive by preparing questions, and ensure the call does not go overtime. When the 20 minutes is nearly up, I politely thank my new connection for their time, and allow them to continue with the rest of their day.
5. Send a thank you.
One of my favourite parts of networking is the follow-up. I enjoy distilling key takeaways from my interactions and sharing them with my new connection. Sending a quick thank you note is a great way to show gratitude for time spent, and leaves the door open for more opportunities to connect in the future. This email should be sent no more than 24hrs after your interaction.
Once you’ve reviewed these points, take a look at two templates I’ve created. Make any changes you feel are necessary. Be authentic and confident, and always, always proofread. I hope these tips have made you feel like you dive into the cold waters of cold emailing, head first.
