“Dear Sir/Madam”: Too Formal for Marketing? [+ Best Alternatives]

Some years ago, “Dear Sir/Madam” was the go-to greeting for business correspondence. It was considered to be safe, formal, and universally understood. But in 2025 it lost all the appeal it used to have decades ago.

In the age of personalized emails and data-driven marketing, where brands track everything, including our purchases, styles, and hobbies, using “Dear Sir or Madam” is like saying, “I have no idea who you are, but please trust me anyway.” Instead of feeling respectful, it now comes off as cold, outdated, and impersonal—three things no email (and marketing especially) should ever be.

So, is “Dear Sir/Madam” still appropriate? Not really—at least, not if you want people to actually read your emails. But before we throw it into the marketing history books, let’s talk about why this greeting doesn’t work, where it might still be acceptable, and, most importantly, what to say instead of “Dear…” in an email.

Why “Dear Sir/Madam” Doesn’t Work in Marketing Emails

Imagine opening an email that starts with “Dear Sir/Madam”—do you feel excited? Intrigued? Probably not. More likely, you’re wondering if it’s a mistake, spam, or a letter from 20 years ago. In the world of contemporary marketing, greetings like “Dear Sir or Madam” are the fastest way to make your message feel outdated and impersonal.

So, why doesn’t it work?

1. It’s cold and distant

Marketing emails thrive on connection. “Dear Sir/Madam” sounds like a letter from a government office, not a friendly brand that understands its audience.

2. It feels outdated

Is “Dear Sir/Madam” still appropriate? In formal business letters, maybe. But in marketing? Not so much. It gives off Victorian-era vibes in an age where people expect casual and approachable communication.

3. It screams “You don’t know me”

One of the biggest mistakes in email marketing is making the recipient feel like just another name on a list. Using “Dear Sir/Madam” tells your reader, “I have no idea who you are, and I didn’t even try to find out.” 

4. It reduces open and response rates

If your subject line managed to make someone open your email, the greeting should pull them in rather than making them feel generic. So, finding ways to start a letter with words other than “Dear” can directly impact engagement.

Example of what NOT to do

Subject: Exclusive Offer Just for You!

“Dear Sir/Madam,

We are pleased to offer you an exclusive deal on our latest product….”

Stop right there. You just told your reader they’re not special. No matter how good the offer is, they already feel like one of a hundred other faceless “Sirs” and “Madams” getting the same email.

Better “Dear Sir/ Madam” alternatives:

• Using the recipient’s actual name (“Hi Alex”)
• A friendly, universal greeting (“Hey there!” or “Hello!”)
• A casual intro that sets the tone (“Exciting news for you, Alex!” or “Quick question for you, Chris!”)

When Is “Dear Sir/Madam” Still Appropriate?

So we’ve established that “Dear Sir/Madam” doesn’t belong in marketing emails. But does that mean you should never, ever use it? Not exactly. There are still a few situations where this old-school greeting holds its ground—though even then, there are often better choices.

While it’s largely outdated in marketing, “Dear Sir/Madam” still has a place in:

1. Legal documents

If you’re drafting a formal contract or a legal notice, sticking to tradition is often the safest route. In these cases, “Dear Sir/Madam” can be a sign of your professionalism and neutrality. 

2. Government communications

Some government offices still expect very formal language, and a “Dear Sir/Madam” letter sample might even be in their official guidelines. If you are submitting an official request, this might be the case when using “Dear Sir/Madam” might be the right choice of greeting.  

3. Formal complaints or official letters

When writing a complaint, you often don’t have a personal contact. In such cases, a “Dear Sir/Madam” email might be a way to go. Still, wouldn’t it feel better to address it to a department? “Dear Customer Support Team” or “Dear Manager” already sounds more direct and demanding attention.

4. When you absolutely cannot identify the recipient

If all else fails—no name, no role, no department—then, sure, “Dear Sir or Madam” is an option. Nonetheless, a little digging (LinkedIn or company websites) often helps you find the right person.

Tip: Even in these cases, using a role-based greeting like “ Dear Hiring Manager” is often a better choice. By addressing a person in some personal way (be it a name or a company role), you focus on the who, not just the formality.

“Dear Sir/Madam” Alternatives for Marketing Emails

1. Use the recipient’s name

If you know their name, use it. Like this, your email feels like a one-on-one conversation. It tells the reader, “Yes, this email was meant for YOU, not some random Sir or Madam.” Research shows that emails with personalized greetings have higher open rates—because who doesn’t like being special?

2. Use a friendly universal greeting

Sometimes, you don’t have a name. Maybe your email list only has addresses, or you’re sending a broad campaign. In that case, a warm but neutral greeting, such as “Hi there!” can be one of the “Dear Sir/Madam” alternatives.

3. Make it contextual 

Instead of a traditional greeting, why not jump right into the topic? For example, “Exciting news for you, Alex!” or “Quick question for you, Chris!” This kind of greeting works especially well for marketing emails, as it creates immediate curiosity.

4. Use a role-based greeting (if necessary)

If you’re in a situation where you don’t know the recipient’s name but still want to keep it professional, use a role-based greeting. In the end, something like “Dear Hiring Manager” is less personal than “Dear Mr. Thompson,” but still better than “Dear Sir/Madam,” as it acknowledges the recipient’s position and makes it feel more specific.

5. Ditch the greeting altogether

Sometimes, skipping a greeting altogether makes your email feel even more dynamic. If your opening line is strong enough, it can pull the reader in without a formal greeting. So something like “This might be exactly what you need” can be just enough to grab attention in the right way. 

“Dear Sir/Madam” Alternatives for Business Emails

When writing business emails, the priority lies with professionalism. Nonetheless, it is important not to sound too impersonal or distant. “Dear Sir/Madam” may seem like the safest choice, but it’s also the most impersonal. What are better alternatives? Let’s take a look:

1. If you know their name, use it

Whenever possible, addressing the recipient by name is the best option. It shows that you’ve done your research and adds a personal touch to your message.

2. Use a role-based greeting (great for unnamed recipients)

This works well when you don’t have a specific name but still want to acknowledge the right department or person. Besides, by addressing someone as “Dear Hiring Manager,” you make sure that the email reaches the right hands.

3. A general yet professional greeting

Greetings like “Dear Team” or “Dear Valued Customer” are great for emails that are directed at multiple recipients or an entire department. They acknowledge the whole group while remaining professional and inclusive at the same time.

4. A warm but professional opener

“Hello,” “Hi there,” “Good morning”/“Good afternoon,” or “Greetings” are a good fit for initial outreach, as they feel welcoming but not too casual. If you want to send a professional email with a touch of friendliness, these options are worth considering.

5. For networking & follow-ups

Networking emails don’t need to be excessively formal. A slightly more conversational approach can strengthen the connection. So next time you want to follow up with someone on your initial message, consider something like “Dear [First Name], I hope you’re doing well.”

Quick Tips for Strong Marketing Email Greetings

Let’s do a quick recap on how to start a letter without “Dear…” by using some simple but efficient tips:

1. Use the recipient’s name whenever possible

Nothing beats personalization. A name makes your email feel like a direct conversation, and that is the best way to go.

2. If you don’t have a name, use a friendly opener

A simple “Hello” or “Hi there” keeps things warm and approachable without sounding like a boring cliché.

3. Make it contextual

Instead of a plain greeting, consider opening with something tied to the email’s purpose.

4. Consider skipping the greeting entirely

If the message is short and direct, jumping straight into the content can make it feel more natural and engaging.

5. Match your greeting to your brand’s tone

Your greeting should align with your brand’s personality—fun and casual brands should sound warm and friendly, while luxury or B2B brands may lean toward a more professional approach.

If you want to know more tips on how to write an email opening, click here. 

To Sum Up

If you are still typing “Dear Sir/Madam” in your emails, it is time to reconsider. While it might have worked in the past, today’s email marketing is all about connection, personalization, and relevance. There are plenty of letter greetings other than “Dear” that feel more natural, engaging, and effective and that make your reader feel like a person, not a placeholder. In the end, the last thing you want is for your email to get ignored before it even begins.

Now, go forth and hit send—just, maybe, without “Dear Sir/Madam” this time.