Networking emails that get responses

"This is so frustrating. I'm sending out tons of emails to alumni from my school and no one is responding."

When Sarah, a highly motivated college senior, said this last week, I asked to see a few of the emails. 

It was exactly what I suspected. In an effort to be efficient, she had built a template and was swapping in the person's name and company each time. It read exactly like that. Nothing about the person's actual work, and nothing about what she wanted to discuss beyond "I'd love to learn about your experience."

Here's why those emails go unanswered.

First, it's obvious you sent this to a lot of people, so there is no obligation to respond. Someone else will.

Second, it's unclear what you're actually asking for. If I don't have an open role to fill, I assume I can't help you and I move on.

I suggested we swap the template for a better framework. Every outreach email needs to answer three questions, in this order.

✅ Who are you and how do I know you?

"My name is Sarah and I'm a senior at Tulane majoring in Marketing. I found your name in the alumni directory."

✅ Why do you want to talk to me specifically?

This is where a template fails. Did they graduate with your major and land at a company you'd love to work for? Is there something about their role you're curious about because of an experience you had this summer or something you are working on for a class? Say it, and be specific enough that it's clear you looked them up.

"You were a Marketing major who went straight into brand work, which is exactly what I'm hoping to do.  I've been following the [product] launch and I'm curious how your team decided which channels to lead with."

✅ What is the specific, low stakes ask?

"Might you have 15 to 20 minutes over the next couple of weeks to walk me through how that channel strategy came together?"

That's it. Three parts, and every one of them changes from person to person.

Sarah's next round of emails took longer to write, but they got responses. 

When someone can tell you wrote this one just for them and can see exactly who you are and what you're asking for, you become a little harder to ignore.

If you know a student who's frustrated by the silence, send them this. Three questions, every email, no template.