When writing to a potential customer, what is the best way to address your email?

Using "Dear Ms. Smith," is the most appropriate and professional way to address a potential customer in an email. This salutation acknowledges the recipient's name while using a respectful and neutral title ("Ms.") that does not assume marital status, making it suitable for various situations. It helps maintain professionalism in communication, which is crucial in a business context.

Utilizing a more informal greeting such as "Hello Sally Smith!" can come off as too casual, especially if you do not have an established relationship with the recipient. "Dear Madam or Sir:" can seem distant and impersonal, failing to directly address the individual by name, which may not leave a strong positive impression. Meanwhile, “Dear Mrs. Smith,” assumes the recipient's marital status, which may not be accurate and can also be considered less professional in certain contexts. Therefore, addressing the email with "Dear Ms. Smith," strikes the right balance of professionalism and respect.