When writing an email to a potential customer, what is the most appropriate way to begin it?

Beginning an email to a potential customer with "Dear Ms. Smith," is appropriate because it establishes a professional tone. This salutation demonstrates respect and a level of formality that is important in business communications. Using the individual's last name and title (if applicable) not only personalizes the message but also acknowledges the recipient's position and importance.

In a professional context, using formal language is critical to creating a positive impression and can set the tone for the entire conversation. It shows that you value the recipient and are serious about the business relationship. This approach is particularly beneficial in initial communications, where establishing trust and professionalism is key.

Other options, while friendly, may not convey the same level of professionalism. For example, informal greetings like "Hey Sally," or "Hi there," might be too casual for a business setting. "To whom it may concern," lacks specificity and can indicate a lack of effort in addressing the recipient directly, which can come across as impersonal.