I think when a person recieves an impersonal forward they are very likely to ignore it but making it personal makes them feel better about reading it. It especially makes the person recieving the email want to read it when it is positive. If there is a more personal aspect to it, then it may be easier for the reader to want to respond or comply with whatever the sender is asking or telling them. I know I dislike recieving emails sent out to the masses, and I automatically delete them if it doesn't have a personal feel.
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