“I recently got an email from an airline that started “Dear Mr. Soandso” … then continued.”
Who begins typing a personal e-mail with “Dear…” anymore? As far as I can tell, only the survivors of deceased African millionaires hoping to transfer a fortune through my bank account and European lottery officials.
Today, e-mails begin as follows:
In olden times, Dear used to mean something. Hand-writing a letter, putting it in an envelope, addressing it, stamping it and mailing it was time consuming and meant you really only sent letters to those you held dear.
E-mail has none of those warm fuzzies. Today, in e-mail, Dear is a dead giveaway, the equivalent of “the following is a paid announcement.” In other words, it’s implicit permission to delete immediately or delay action.
Drop the “Dear” from your e-mail marketing.