Dear Jackie:
Do you have any input on how an actor should go about sending in an e-mail submission to a casting director? Any tips for making an e-mail submission work? Should it be personalized for each CD or project, or is a general bcc to multiple recipients OK? Are attachments OK, or is it better to do a link to the actor's information on his or her Web site or on another site? Any input about what you think about this would be helpful.
C.A.
via the Internet
Dear C.A:
It sure seems like the era of the hard copy picture and resumé, slipped carefully into the manila envelope with a handcrafted cover letter on specially chosen stationery, is coming to a close. These days the vast majority of CDs take submissions through e-mail, and though I don't know of any who reject snail mail, it seems as if that could be the next step. Too bad, too. I, for one, find something romantic about the mailed submission: posting a casting notice and awaiting the flood of brown envelopes. Watching as they piled up on your desk or floor. There was something Old Hollywood about it. An inbox flooded with subject lines such as "for your consideration" and "re: Project X" just isn't the same thing.
Still, the convenience, efficiency, and speed of the new method make it irresistible. CDs can now send out breakdowns, receive submissions, and begin scheduling appointments within hours. Submissions begin arriving moments after the breakdown is posted.
So, the question is: How can you take full advantage of this situation? For many of you, your agent will forge ahead on these roads for you, putting your headshot on the appropriate casting sites, electronically submitting you, and following up. If you don't stay on top of things, your life won't change, except perhaps that you might get your appointments with a little more time to prepare. For those of you without an agent or manager, you must get acquainted with the various online casting sites and methods yourself. No, scratch that. Even those of you with agents should be familiar with this stuff and of course submitting yourself on projects that have casting information available to the general acting population. And anyone can use e-mail to send targeted submissions to CDs, agents, or managers. Just like the postcard or blind "get to know me!" mass mailing, an e-mail can get your mug in front of people.
I don't profess to know everything about the online submission business, nor should this column be your only reference for such information. I can, however, get you started and answer some very common questions.
Before we get to the "how to" of the e-mail submission, I want to make sure you are taking advantage of the newish tools available to you. Every actor should have his or her headshot and resumé posted on one of the big online submission/casting Web sites. I suggest registering at BackStage.com, Actors Access (actorsaccess .com), and either LACasting.com or NowCasting.com. All four of these sites are available at different levels of service and cost, which you will be better able to assess only after you get started. Once you are on one or more of these Web sites, checking listings can become part of your daily submission ritual.
A word to the represented: If you have an agent or manager who does online submissions—and most of them do—you are probably already on these sites. Ask your rep for your usernames and passwords to begin taking full advantage of each Web site. Each has features directed specifically to actors that your rep won't likely explore.
On to the e-mail submission itself: The casting people I spoke with had varying opinions on how to go about this. Just like with hard copy headshot mailings, different things appeal to different people. Remember the gripes about how actors went about adhering their headshots to their resumés? Some people preferred staples, others complained that staples hurt their fingers and wanted glue, still others wanted the resumé printed directly on the back of the headshot itself. Or how about those who were irritated by the sealed envelope and wanted actors to close the envelopes with tabs only? Or to just fold the flap in and hope the picture—and their investment—didn't fall out? Well, there is a batch of differing opinions with this new medium as well.
One thing everyone agreed on was this: no attachments. It makes sense. When you are getting so many e-mails from unknown senders, accepting attachments is almost a virus death sentence. One CD I spoke with had programmed his server to delete any e-mails with photo attachments. A lot of virus-scan software can be set up this way, automatically deleting attachments from any unauthorized sender. Going this route, you may be under the impression your materials are getting through, when in reality they have become Internet junk. Think, too, of the various ill fates attachments can meet when making their way from one computer to another. They often come through scrambled, or the recipient lacks compatible software and is unable to open them. Frequently they don't come through at all.
Even if the errant e-mail manages to arrive intact, it's still not the best move. Think of what photo e-mails do to your inbox. As one CD told me, "I love getting e-mails generated from the various online services and e-mails from actors in which they include a link to their site or profile elsewhere," she said. "If an actor sends me an attachment—or 10, which has happened—of a headshot, a resumé, a cover letter in Word, two more headshots, etc., I get a less-than-happy feeling toward that actor."
This is where your registration on one of the aforementioned sites comes into use. Instead of attachments, simply send a link to your materials on the site. If you post more than one picture of yourself, you can customize the link for each submission. That way the addressees see only the pictures and credits you want them to see. You can also upload a miniature version of your demo reel for casters and reps to view. Another method would be to submit a link to your own personal site, which can be a great PR tool. But don't worry if you aren't a Web wizard and haven't yet created one. Your headshot and resumé on one of the reputable sites seems to be more than enough for most viewers.
The next issue is whether it is appropriate to cc (carbon copy) or bcc (blind carbon copy) recipients on your general submissions. I got mixed opinions on this question. Some CDs and reps didn't mind getting generic mass e-mails. They pointed out—vehemently, I might add—that if you are planning on doing a mass e-mail, you must utilize bcc. Bcc allows you to send a message to any number of recipients without them being able to see one another's addresses. If you fail to use bcc and just copy the e-mail to all, you will be sharing the e-mail address of each recipient with every other person on the list. It is far, far more respectful to keep contact information private, even if you think it's common knowledge. Just as you wouldn't want to end up on another random "joke of the day" or "special offer" e-mailing list, casting people don't want their addresses needlessly broadcast across the Web. They should be afforded this basic respect.
Additionally I can't see how a copied, generic e-mail is going to do as much for you as a targeted, specific message. You wouldn't just photocopy a cover letter, would you? If you were submitting to a particular project, you would surely include details about your experience, how you fit the role, how excited you would be to work with the director, and so on. Or if you were trying to land an agent or manager, you would want to include specifics that show you are a good fit for the rep in question. You need an e-mail that will scream, "Don't delete me!" Spending a little more time and customizing your message will make it count. "I hate it when I receive an e-mail or letter that says, "Dear Sir or Madam" or "Dear Agent" (when I am a manager)," says Paulo Andres, manager and owner of LINK Talent Group. "Targeting involves homework and effort. I expect that actors do some homework when trying to set up their teams of representation. A brief cover letter is always best, telling me something unique, special, or new about them in their career. Letting me know that they 'are a talented actor seeking representation' is not unique, special, or new." As you can see, just because the format is zippier, the substance of your cover letter/e-mail still needs weight.
One place I see a use for the bcc is to publicize a play or performance you want to invite a lot of people to. You could argue that because it is just an ad, it doesn't need a special message directed to each recipient. But then, again, this begs the question: Wouldn't a private message on the invitation do more to inspire the invitee to attend? Mass invitations, like junk mail, beg to be ignored. When I get generic invitations, I rarely even read them. And I bet you don't either.
Some casting people I spoke with do not accept unsolicited submissions through e-mail at all, preferring to simply use the casting sites and reserving e-mail for personal use. So the best bet for unsolicited submissions might be to use the old snail mail method. Or if you don't know a particular CD's preferences, and even if you do, it would behoove you to send both. Submission redundancy can be a good thing.
Finally it's important to keep a few things in mind. As submitting yourself is becoming easier, and basically free, you might be a little less particular about who gets your materials. This is great in that postage and reproduction costs are no longer a hindrance, but with increased submissions comes increased risk. It's so easy, you might be a tempted to send your materials to anyone, regardless of reputation. See a posting on craigslist.org? Submit! Get a tip from the new guy in class? Submit! But remember: Every time you click "send," your photo and contact information is going "out there." Keep track of your submissions, and try to stick to breakdowns you find on reputable sites. A Web site is a lot easier to construct than an office, and doesn't mean the host is legitimate. Stay aware and informed, and remember not to use your home number as your contact number—a cell number or voicemail are much better choices. You may also want to dedicate a particular e-mail address for this purpose, and keep your personal address personal.
And remember: While an e-mail is easier to send, it is also easier to delete. There is something to be said for the hard copy photo, which, though it can be thrown away, at least has a physical presence in the real world.