Cold Emailing People in the Industry... Is it OK?

As an actor, it’s your responsibility not to just to memorize lines, hit your marks, and bring characters to life, but to also consistently network and meet as many people as you can.

If you’re committed to being the best actor you can be, I believe it's your moral obligation to make it as easy as possible for the right directors to find you and cast you in their projects.

I recently emailed out to some people in the industry to find out their professional opinion on what’s OK and what’s not when it comes to cold emailing industry professionals, and here are the responses:
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Ian Hersey, Professional Actor, Author, and Teacher
www.ianhersey.com
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“I think one has to reach out to industry they don't already know. Its a crap shoot as to whether anything will come of it. In fact, in my experience, things rarely do. But it honestly seems to be the nature of the business. We are a business of self-marketing. And it seems imperative to market to a wide range of folks.  I consistently write to CD's and agents I don't know.  Especially if I am targeting a particular show or agency.  I've gotten called in from it a couple of times. When I do eventually meet the CD, there is a recognition.  I do think it is smart when writing to someone you've not formally met to have an angle, a specific project, a common point of interest, someone in common. etc. Even if it’s just, "Hey do you have time for an informational interview?”  I know when I worked at the Public several people wrote and asked to meet me for coffee to talk about Shakespeare and working at The Public. If I had time I would meet with them. I'll always write back, HOWEVER I'm not meeting for coffee if the letter is just a general sort of emotive swoosh. OR if its simply a rehash of their resume OR if they share waaay too much personal info.  If I sense that there are ulterior motives, "Can you get me an audition with so and so?"  Or "Can you give me so and so's email address," I'm going to beg off. But if the letter is straightforward, like “This is where I am at in my career, I would like to be at this point, I think the info you have about _____ would be helpful I would like to meet with you to discuss, XYZ.  I have questions about 1,2,3, would you be willing to meet with me to discuss? I am more likely to say yes.
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Ian Hersey

Margaret Emory

Margaret Emory, Well-known talent agent and author of Ask an Agent
www.sw-artists.com

“I really hate it when actors reach out to me unless they have something to offer…like a chance to see them in a good play that is easy to get to or they are following up on a meeting I had with them at one of the places in town. I look at unsolicited submissions that come in through the mail and on occasion will invite people in for a meeting but it’s not a priority. I have enough to do with the clients that are signed to the agency. And I certainly don’t have time to spend with actors who are not my clients for a cup of coffee or chat, etc. If people want to pay me for the time I’m fine with that.  And I know that other agents would feel the same. Actors should reach out to agents when they have something substantial to offer…and there are so many places now that offer networking opportunities. The pay to play platform is a significant part of our industry.”
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Polly Mckie, Professional Actress & Founder of The Actor’s Friend
​www.pollymckie.com

"One of the reasons I started The Actor's Friend was to stop people asking me for coffee in exchange for career advice (I don't even drink coffee LOL)! And my friend and coach I talked about, Heidi Marshall actually has it written on her website's FAQs that she does not have time to meet people.... Book a session. Of course I meet friends and often give free advice but there is a danger that what we offer is not valued.  I have a generous nature but am trying to learn to be better with it.  I spent a good half hour texting advice with an alumnus and realized she really should have booked a Skype mini session and I gave her advice for free. As for reaching out to agents/C.D.s. I think being bold can work both ways.  I do think you sometimes need to be bold and have a “What's the worst that can happen?” attitude.  But I also think you need to have something specific to ask or submit for.  Sure, email a C.D. you don't know if they are casting a project you are 100% right for but I would say 99.9% of industry people are not going to meet you for coffee unless you already have a relationship. There have been some meet and greets organized through Actors Launchpad in the past. Actor's pay and there is an open bar and they get to meet industry folks in an informal setting.  T.A.P. (The Actor's Project) also offers a tea/coffee event that I think is free with a similar promo."
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Polly McKie

Dante Costabile

Dante Costabile, Professional Actor
www.dantecostabile.com

"I think reaching out to people they don’t know is ok if it’s in a professional manner. What does that mean? I think it fluctuates depending upon the people involved. Most CDs have their office address and emails listed publicly (think IMDB pro) in which case I think it’s fair game. I would advise actors that CDs are extremely busy people and when you do reach out I would be very specific and economical in the message. Telling them that a play that you’re in has a very similar tone to a TV show they cast will probably interest them more than a general “Hi here’s my headshot, please call me in.” To put things in perspective CDs that I know and have booked me in things usually don’t respond when I give them updates about what I’m in next, soooo yeah... response rate is very low. An excellent way to meet filmmakers is to go to festivals. There are a ton of festivals. If I’m an up-and-coming filmmaker and I just spent blood, sweat, and tears making a film that I’m excited to premiere of course I want to talk to people that saw it and liked it or want to discuss it. Also networking events you might find in things like Backstage. I think reaching out to other actors is the easiest thing since we are peers. Actors by trade make themselves very contactable and so many of us are extremely passionate about what we do and love chatting with people like us. I’ve met other actors that I didn’t know for a coffee and a chat. This was usually set up by a mutual friend. My info is pretty accessible, my FB and instagram allow messages from non-friends. I think if people reach out in an appropriate manner what’s the worst someone can say? No? Me personally, I’d likely respond. I think most actors would."
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Raissa Katona Bennett, Professional Actress
www.raissakatonabennett.com

"I don't think it's crossing a line as long as an introduction is made first from a mutual friend/colleague. I never mind if I'm asked first.  If they reach out to me through my website, I always respond, since they've taken the time to do so.  When close friends outside of the industry ask me to speak to a cousin or granddaughter, for example, I will give them my email to see if the person is really interested, or if it's just the idea of person suggesting it.  9 times out of 10, I don't hear from the 'actor' - it was just 'grandma' pushing a bit - know what I mean?"
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Raissa Katona Bennett

My Take on Everything Above

I know there’s a lot of information in the quotes above, but I’d like to try to consolidate it down to five specific rules for cold emailing in this industry:
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1. Be specific and honest in your ask. What do you want from them or why are you emailing them? Be up front and clear about it. Most people respond best when you’re emailing them to simply ask for advice or learn from them. We all want to help others, and unless the person you’re reaching out to has a clear note on their website saying something like, “Don’t contact me for advice,” it’s fair game to email them and ask a simple question. Then eventually that can turn into something bigger like a coffee get-together.
2. Keep your email very short. No one spends time reading things these days unless they were the one who initiated it (meaning they signed up for a newsletter or found your blog article and started reading it). Sending a cold email is something they didn’t start, meaning they don’t really want to read it, so keep it super short if you want them to read the whole thing. A good rule of thumb is less than 4-5 sentences.
3. What’s in it for them? Make sure your email clearly explains the benefit they will get from meeting with you or doing what you want them to do. If you’re wanting an agent to look at your reel, explain why you truly believe you would be a perfect fit in their agency and show them that you did your homework. If you’re emailing a casting director to attend a showcase, explain why the showcase would be fun and entertaining for them, and why you'd like them to come. Be sure it's easy and convenient for them to get to!
4. Keep in touch. When you finally get a response from someone, be sure to email them at least once every three months so they don’t forget who you are. Ideally you’ll have your headshot in your email signature so that they visually remember you (a face is easier to remember than just a name). And again, be sure that every email you send provides some sort of value to them - whether it’s by making them feel good/happy/helpful from answering a question you have or by offering them something they’ll find useful or fun.
5. Be sure to show you truly value their time. A lot of people might be open to meeting up for coffee, but if you don’t do anything with their advice or use it for a greater purpose (and you don't follow up with the person later to let them know how much you appreciated and used their advice), they won’t feel like you valued their time, and they won’t want to meet with you again.

As a general rule of thumb, put yourself in the other person’s shoes. If you were them, doing the work they do and being as busy as they are, and you received an email from an unknown actor, what would make you smile or feel compelled to respond?

The more you can empathize with others and see things from their perspective, the more effective your networking will be. That leads to more opportunities coming your way.

​I've discovered something interesting.

Strangely enough, the most successful actors I've interviewed all seem to have three specific traits in common that lead to more bookings and work. Click here to learn what they are.