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Use a proper salutation. Addressing the recipient by name is preferred. Use the person's title (Mr. Mrs. Ms. or Dr.) with their last name, followed by a comma or a colon. Optionally, you can precede the salutation with "Dear..." (but "Hello..." is acceptable as well). Using a last name is more formal and should be used unless you are on first-name terms with the recipient. If you don't know the name of the person you're writing to (but you really should try to find one) use "Dear Sir/Madam" or "Dear Sir or Madam" followed by a colon.