How to mass mail:
1)
Don't ding yourself. Don't decide that you can't get V10/V20/V100/a secondary market without ties/whatever. That's for them to decide. I don't really buy into the whole "conserving your energy" thing because massmailing another firm should only be taking you about 2-5 minutes.
2) Get on NALP and start building a spreadsheet. You need a column for each of the following:
a) Firm Name
b) City (if you're applying to more than one city for the same firm, make sure you have a new entry for each office. If the contact info is the same for every office of the firm, just pick one city).
c) The practice areas they have that you're interested in and any other notes about the firm specifically that you're going to want to mention (or any name dropping you want to do with anyone who works there that you have been chatting with)
d) The contact person or recruiter's name
e) Their email address
f) A line to track your status with that firm
g) Cover letter that's going to go in the body of the email.
This is going to start you up for being a mass mailing machine.
Next, you're going to write a couple basic cover letter templates.
The first will be the most generic: mention your status (rising 2L), school, work experience and background. This one will be similar in every cover letter, except for your ties to different markets. For example, if you're from New York but worked in DC, your NY opening paragraph is going to focus on your past and continuing NY ties. The opening paragraph for DC firms is going to focus on the time you spent in DC. If you don't have any ties, just say something simple about what you like about the city (even if you've never been there before.) So, you'll have an opening paragraph prepped for every market you apply to.
Your second paragraph will be about the firm and why you're interested in it, drawing from column c). This should also be pretty reusable. For example, if you're interested in bankruptcy and corporate law, you'll have one second paragraph that focuses on bankruptcy for firms that don't do a lot of corporate, one for firms that do mostly corporate but not much bankruptcy, and one for firms that are strong in both. In your three model paragraphs, I recommend putting something like, "I am especially interest in [FIRM] due to their strength in bankruptcy and involvement in recent sophisticated and high-profile corporate bankruptcy matters." That should make it pretty easy for your eye to catch the fact you need to personalize the paragraph before hitting send.
Your closing paragraph should be pretty generic and reusable across the board.
Now, start assembling cover letters by copying and pasting your model paragraphs into g). Replace the contact person's name, firm names, and possibly add some detail from your column c) to make it more tailored, if you have that information. There's a balance to strike between learning a little about what makes the firm stand out and saving time, but remember: it's more important to have applied in a timely manner than have sent every firm a brilliant cover letter in January. I got multiple offers out of mass mailing, and my cover letters were sinfully generic.
Once you get a good batch of cover letters together (I generally did a whole market at a time) scan all the cover letters for errors, then start putting them in email bodies, proof one more time, attach your cover letter and a scanned copy of your transcript, and start hitting send.
*****************************
MODEL COVER LETTER
Ms. [RECRUITER],
Please accept my application for a summer associate position in [CITY]. I am primarily interested in getting exposure to [PRACTICE AREAS], and believe [FIRM/FIRM'S CITY-SPECIFIC OFFICE] would be a great opportunity to work in these areas. [Additionally, I grew up in Boston, and am hoping to find an opportunity to begin my career near my extended family.] [Additionally, I spent the past two years prior to law school working in Minneapolis, and would like to return to begin my legal career.] [Additionally, I have greatly enjoyed my first year living in the south, and am hoping to begin my legal career in Atlanta.]
Before coming to law school, I worked as a management consultant at New Horizons Consulting, assisting a variety of large corporations develop marketing strategies. At Duke Law, I have served on the executive board of our Transactional Law Society and Women's Law Society. I've built on my corporate background by taking elective coursework related to transactional practice, including Corporations and Tax.
In law school, I've developed an interest in restructuring. I am enrolled in Bankruptcy this Fall and am seeking an externship in an upcoming semester with U.S Trustees. I also plan to compete on the Transactional Moot Team at Duke next year. If I do get the chance to do bankruptcy and transactional work, I hope my consulting background and transactional moot experience will serve me well.
Thank you for your time,
Jane Doe
(555) 555-5555
jane.doe@dukelaw.edu