Email was set up to be a more casual way to communicate. I do agree that it is not a greeting that everyone likes. We hear it a lot in Tennessee.

Many people believe "hi" and "hey" are interchangeable.  I do not agree.

David,

It is a tiny bit better than a postcard address to "resident!"  "Hey, David" is impolite even between friends.   A

The second I glimps that, I know it's spam and delele. No one who knows me sends me "Hey Hella" emails. (Too breezy?) "Hi Hella" yes. (Sounds friendly)

I have noticed this as well and I received a phone solicitation last week where the opening pitch was -- yo dude.   That was a brief conversation.  

It's a bit casual for me.

I wouldn't address a prospective client whom I don't know that way. But I've often said it in correspondence to clients I know well. Here in the south, we do say hey (even as a hello!).

Hey David...... maybe they dont spell well? they might mean Hi David :)

David - I certainly do not feel it is very business-like, but I think they are just trying to convey to you that they know you, which they probably don't.

No, I do not think it is appropriate or Professional.

No, I do not think this is appropriate. This is not the best way to begin a business relationship with me.

Horrid

Hey David!  I have no issue with it!    Though, I probably wouldn't respond.

David Barr When I was growing we always learned hey was for horses. I don't think it is appropriate.

I think it's intended to convey familiarity when there is none, in an attempt to get you to open the email and read it.

For solicitations it is way off, a terrible choice. I have some young clients who use that greeting occasionally and I don't find it offensive at all. It's friendly, their version of "Hi".

Its like your horse is named David and it is time to eat..HAY  DAVID. He then comes and starts munching...Nay to Hey!

If that's where you choose to draw the line, then do so.

In the end you will learn to deal with it or forever bang your forehead on the keyboard, When your updated pic shows "asdf" on your forehead we will know how you are doing.

Your question regarding 'appropriate language' has long ago been chucked into the bin of archaic practices.

I have no problem with 'Hey," "Hi," "Top of the Morning," "sunshine" or "Darling," however in the spirit of 'Hey is for horses," I say "Just don't call me late for dinner."

But let's get real. It's a marketing piece, from the same people that sell real estate agent marketing services. You are not going to respond to it for many reasons..."Hey" is as good and any other.