My favorite writer, Seth Godin, describes the art of the personal email. Good read.
Shockingly, it looks nothing like the spam that I get every day ~ like the one I received just before lunch with "I'm sorry..." in the subject line.
Word to the spammer: I know you were just following protocol (based on what the statistics say about what it takes to get people to open your spam), but I now have you and your cute subject lines blocked. Forevuh.
P.S. Mr. Spammer, I <3 you too ~