How you refer to your readers signals the level of formality you intend to
convey. People read salutations for the clues they provide about what’s
to follow in both tone and content. Readers depend on the lead to engage
their interest.
If either the salutation or the lead is off-key or inappropriate, you’re
likely to lose your readers’ interest. On the other hand, if the salutation
and the lead are on the mark, you’re likely to engage your readers’ interest
and attention.