I would suggest you try the html tag
, in case your marketing application will recognize it.
I use %0D%0A. This should work as long as the email is HTML formatted.
You will likely want to take out the %20 before Firstname, otherwise you will have a space as the first character on the next line.
A note, when I tested this with your code, it worked (along with some extra spacing). Are you using a mail client that doesn't allow HTML formatting?