1. Dear Sir/Madam
This is in reference to the advertisement / publication / telephonic conversation, I am writing to express my interest in joining your team as a (Name of the position).
2.
Dear Mr / Mrs Manager
It’s the first thing we read - don’t give us the opportunity / reason to dismiss your application this easily!
I am writing in response to the vacant Retail Store Logistics Manager position, a post which I feel I am ideally suited, having consolidated ten successful years within customer services in a senior management position. The post would be an ideal progression at this stage in my career. I relish its many challenges which I am confident would enable me to utilise my progressive experience & knowledge and network connections.
Just swopping the job title in your standard covering letter from the last application isn’t really going to cut it. Yes, it might save time, but perhaps you could save even more time by simply applying for vacancies for which you have some relevant experience
Just a thought…
Some intriguing comments on CVs from yesterday’s batch of applicants…
Due to a domestic dispute took a career break…
Interests: Producing young horses…
As kitchen assistant I helped prepare 6 different types of sandwiches…
As a cleaner it involved, mopping up, sweeping, hovering…
That last role must have been particularly demanding!
yet another example…
I am currently employed by a beauty magazine as a data in putter.
doh!

I was asked this question on Quora, and thought I would post my answer here;
A good cover letter should show why a candidate is worth phoning about an opportunity. It should show some skills, achievements, and level of experience that make the recruiter want to pick up the phone. It should reference the vacancy applied for, ideally it should be addressed to the consultant by name and not as dear sir / madam.
It’s probably easier to look at this in reverse, in terms of where candidates go wrong. When applications come through via an online tracking system the first thing a recruiter will see is the covering letter - and if, as many are, it is full of typos, or references a completely different job to the one that has been posted (so is basically a cut and paste effort with no thought attached), or clearly indicates a lack of relevant experience for the position advertised, then I probably won’t read the attached CV.
Why should I if the candidate has by one of these actions shown they are unsuitable for the role? Yes in theory in some cases they might be suitable for something else - but if they’ve applied for a manager of a £100m turnover retail business and they are currently work in IT, what does that say about them?
Clearly if it’s marginal then I will call. Unfortunately many are not (and I appreciate that people have to apply for vacancies in order to get the dole, or whatever the government of the day want to call it), but I need to reduce the number of applications to a manageable number first.
The cover letter is therefore the first thing I look at from a deselection perspective - so a good cover letter needs to give enough information to show that you have the skills , experience, qualifications , at the very least genuine interest, in the role to make it worth my time to pick up the phone.
It also needs to show that you take the process seriously enough to put a bit of effort into it and be at least reasonably professional in your approach to finding a job, and in your dealings with my client who will ultimately judge me by the quality of the candidates I put their way!
Summary: I am a polite, contentious person
If you’re looking for a reason to properly read your CV rather than just relying on spell checking software this is it.
Of course I could be wrong - maybe they didn’t mean conscientious….and they argue and disagree about everything in a very polite way!