When someone receives an imersonal message they are more likely to discard it. If a mass email is sent out and there is nothing to make it personal toward you, more then likely it will end up in the trash folder. The purpose of a mass email is to reach a large audience in a short time but with that must come something to show each individual is equally important. Time is precious and many bulk emails get trashed and the only way to ensure your mass email will not be discarded is to personalize it.