Applying for a job requires you to make a good impression and besides the resume, you need a cover letter. There is a part of everyone, even the most proficient writers, that is not okay with writing cover letters. Do not think there is a time where cover letters will not be needed and if your resume is not that detailed then it is through the cover letter that you can appeal to the employer. One of the reasons why you need a cover letter is that your writing style and personality will be evident if you write it well and it is the perfect chance to tell the employer why he or she needs you before the interview. When you take the time to write it well, you will have an advantage over the other applicants because many people do not know how to write these letters. It is important that you do not use boilerplate cover letters. It might be easy to use the same cover letters for different jobs but they will not be compelling and writing a customized cover letter will work out to your advantage in the end. You will not be enthusiastic about mass emails and this is the same reaction employers have when a boilerplate cover letter hits their inbox or desk.
When addressing your letter, find a direct contact. People will check their own emails often and if you are sending to the general addresses it might be quite a while before anyone opens it not to mention at times these letters are never read. The letter can be addressed to the hiring manager, the internal recruiter and also the HR person. It is these professionals who will determine whether you get the job or not and tailoring the letter to impress them raises your stakes. Look for their names and any other relevant detail which has to go into the letter to make it more personal.
You should proceed to the body of the letter after the salutations are done and it is crucial to find a way to talk about the things you love the most about the company. If your cover letter is different from the rest then there is a good chance the recruiting professional will be interested enough to read it to the very end. There are people who assume that their degree or diploma certificates are enough to get them a job but this is not true because there are fresh graduates every year and to increase your chance of getting hired it requires you to explain to the company what they will get when they hire you.