If You Use a Generic Salutation, Stay with the Standards
Least effective of all is a generic salutation. However, there are times when
it’s the best solution. In standard business letters making a common
request, for example, a generic salutation may be the most appropriate
way to go.
Frank needed to request a replacement hose for his vacuum cleaner.
“The vacuum cleaner company had announced that the hose was defective
and customers could send for a free replacement. Starting the letter
with ‘To Whom It May Concern’ was easy and effective.”
The salutation “To Whom It May Concern” has been the standard for
generations and is still appropriate. You can also use “Dear Sir or
Madam.” What you should avoid are old-fashioned salutations that are
likely to alienate some of your readers. “Gentlemen,” for example, or
“Dear Sir” should be avoided, for obvious reasons.