Use the Songwriter’s Market or another source to find out as much information about the record label as you can. Find out who works where and, specifically, who is in charge of A&R (Artists and Repertoire.)
Call the label and ask for an artist’s manager or the person that handles new material. Mention a few facts about what you know of their other acquisitions and which artist your songs would most likely suit. Sound knowledgeable about the company, the type of music and artists it produces, and its previous choices of songs. Be specific about which of your songs is perfect for their artist or artists. Tell them why, and offer to send them a copy of the demo.
Make sure your demo is labeled clearly with your current contact information, a copyright sign and date, and any other pertinent information they will need to know. Use a rubber band to insert a folded copy of the song chart or lyric, along with your business card and a quick note to remind them that they requested the material, perfect for so and so, when you spoke to them on such and such date. Tell them you will not shop the material elsewhere for a period of time (six weeks is a good rule of thumb) and that you will look forward to hearing from them by then as to whether they are interested in recording the song.
Use a waterproof, bold marker to label the envelope, and include the words “requested materials” on the front and back of the envelope. Make sure to have your contact’s name clearly posted at the top of the address so that your tape ends up in the right office and the right pile.
Call the contact to let them know that you have mailed the demo, as suggested, and that you look forward to hearing from them with word that they have received it.
Wait a few days, and if you have not heard from the label, call to make sure your demo arrived. Be courteous, patient, and upbeat. Try not to sound panicked or desperate. Sound confident in yourself if you want them to have confidence in you.
If you do not receive a response within the agreed amount of time, write them a quick note to thank them once again for their consideration and to let them know that you plan to begin shopping the song elsewhere at the end of the week. Include your contact information and your business card once again, in case they lost it. Then drop the note in the mailbox, and start planning for the next pitch. Remember, every “no” you get is one step closer to a “yes.”