A client from our Effective Business Writing course posed a common salutation question.
Question: Could you please let me know if there is a salutation to use such as “Dear Valued Clients” to notify our clients about the new tax code? We would like it to sound a little personal, but also businesslike.
You don’t mention if you plan to send a letter or an email, but in either case Dear starts the salutation correctly, and you should close it with a colon.
Ideally, you would personalize the salutation with an actual name. If you are sending letters, this is easy to do with a mail merge program. Email marketing software also easily inserts a customer’s name into the salutation. If customizing the salutation name is not possible:
1. Make sure the generic salutation is singular, not plural, so the reader feels a more direct salutation.
2. “Valued Client” has become so over-used it’s now somewhat meaningless. Instead, omit “valued”:
Master Business Writing in This Course: Effective Business Writing Techniques