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Along with the candidate's resume, cover letters are still an important aspect of the job application process, although these days the majority are sent to employers online rather than by post. 

When writing an e-mail cover letter, many people are tempted to adopt an informal style. You can understand why. As a culture, we are now accustomed to sending text messages and e-mails, which often have a very informal tone. But it is a common mistake for job seekers to think that the same friendly tone and casual kind of language they use when communicating with friends or close colleagues can also be used in a job application. 

The key thing to remember is that a cover message sent by e-mail should contain all the same elements as one sent as a formal headed letter. In particular, there should be an attention-grabbing first sentence. It should catch the eye and, as much as anything, stop the reader from pressing that dreaded "delete" key. Everyone knows you can send a message faster by e-mail. But unfortunately for job seekers, it is equally fast when hiring managers want to delete an application that doesn’t impress. 

Your e-mail cover letter does not need to duplicate the style of a formal letter sent by post, but brevity is an absolute necessity. The main thing is to be short, snappy and to the point. When drafting your message, follow the basic steps given below and your application will stand out from the competition:

• First and foremost, do not fill in the recipient's e-mail address until you've finished writing and editing the cover letter. You don't want to send anything accidentally without being sure it is ready.


• Do not "waste" the subject line by leaving it blank or inserting just the job reference number. Instead, use this opportunity to grab attention with a heading such as "Immediately available experienced marketer" that encapsulates your suitability for the position.


• Choose either paragraph or bullet style. If you're going with the former, make the introduction dynamic, clearly stating why you would be good in the role. If you choose bullet style, list your skills, experience and achievements in a clear and logical sequence.


• Use this as an opportunity to introduce yourself to the employer and make a great first impression. Sell specific strengths and show how your transferable skills will help you meet the job requirements. You want to give enough information to pique the receiver’s interest, so that they will read your full resume and, all being well, also decide to shortlist you for an interview. 


• Don't just repeat or "cut and paste" sentences taken from your resume. Instead, draw attention to certain unique attributes and tailor the content to the employer's needs and the job requirements. Employers can easily spot a generic cover letter. What they appreciate are job seekers who can link their experience and background to the job in question. This also helps them to get a clearer picture of the candidate and quickly to assess their appropriateness for the position.  


• Include buzzwords relating to your particular industry and the job. Your application may be filed in a database, so using these key words will enhance the likelihood that your details will be among the first retrieved in any future search.


• It goes without saying you should do a spell check and carefully proofread the e-mail for any typos which an automated system may not pick up.


• If sending your resume as an attachment, make sure to use plain text (not HTML) and state in your covering e-mail the program used in creating the attachment. In that way, the employer will deduce what has happened if there is a problem opening the attachment, and it will ensure that things like formatting are not lost in translation.

If you really want the job, it is a good idea to follow up an e-mailed cover letter and resume with a hard copy sent by mail. This provides another chance for exposure, so that the employer continues to keep you in mind.