“Hi” is universally great as a greeting. It’s not too formal, but not informal.
- “Hello” is too formal. It sounds robotic, even when followed by the person’s name.
- “Hey” is a bit informal. It’s okay in one-on-one correspondence, but it’s too casual for a mass send.
You can also choose to have no greeting at all. This is extremely common in our marketing emails. Just make sure your content has a strong beginning without it, like a headline.
Always go for a casual close. Farewells should be open-ended if coming from a person — otherwise, end with the CTA.
“Best,” “regards” and “sincerely” are generally too fancy for our voice. Meanwhile, “thanks,” “talk soon” and “let me know” are much more conversational.
Greetings and farewells go together. If you drop one, drop the other.