In plentiful b2b (business to business) commerce emails I receive, the starting salute is 'Hello Friend'.

In best cases, I don't know the society who have sent me these log and given that I can put a figure on my honest friends on the fingers of one hand, and next to fingers to spare, it's notably improbable these ethnic group will ever be scheduled among them.

I'm in real time underhand of these emails; my finger automatically heads towards the cancel knob as report that set in train out same this are consistently either:

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  • Nigerian/419 scams
  • Shady MLM schemes
  • People touting cheesey substance products
  • Get well-off expeditious scams
  • Black hat poke about optimization techniques
..and else different bottommost ingestion endeavours of the online worldwide. I'm not stating that anyone who does use this credit is unethical, but it's retributive a large red standard for me.

I can't remember the second incident that any of my friends commenced an email discussion by job me 'Friend'. Oddly enough, they use my moniker or a denomination - go figure.

I likewise oftentimes see the use of the phrase 'friend' in enterprise subject field where some form of talks has solitary markedly only just been matured.

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When causal agency I'm discussing a enterprise business organization with writes put a bet on to me and states; 'we'll do this for you my friend'; what I read is: 'we are more than than promising going to tube you'. This hypersensitivity isn't unfounded paranoia, it's been honed finished years of online commercial and business organisation experiences.

I construe this hole salutation ranks significantly as different substance set phrase in b2b marketing - it should not be used unless there's a remarkably all right brought about affinity and even then, with marvellous counsel.

At best, it's pointless. At worst, it's unskilled and runs the peril of a cynical reaction, particularly if that human being is a seasoned online firm owner - and all within the archetypal two speech of your line of gab. You lone get one unsystematic to sort a biddable front indication.

'Hello', or 'Greetings' on their own is fine in my books if you don't cognise the label (or sexual category) of causal agent you are near enough.

In the online world, the sound 'friend' previously owned so loosely is superb for MySpace, not for firm.

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