A great opening line in an email sets great marketers apart from mediocre. Whether you are sending an email with the intent to generate leads, raise brand awareness, drive website traffic, make sales, a proper opening line gives credibility and sets the tone for the rest of the message.
First of all, you need to determine the tone. If you plan to be formal and professional, an opening line should indicate that. On the other hand, an email can be more casual as well, which would give more freedom with the opening line.
For example, you could use “Hi” as a greeting rather than “Hello” or “Good day.” Avoiding honorifics and starting with the first name right off the bat also indicates a more casual tone.
If you do not know a recipient’s name, use their job title instead. Also, remember not to sound too formal. Dear Sir/Madam or To Whom It May Concern might be polite openers, but they are way over the top and tend to be ignored.