[whenisayUH]

You're spot on. If you make it about "what's in it for the reader or prospective customer", their receptivity and reaction to it will be much better. That is in stark contrast to "here's why we're great" emails which are the norm.

The ultimate user of this is Amazon who recommend you stuff based on what you've looked at or bought.

I think TylerE maybe in the vocal minority here (no disrespect TylerE) but the type of customized "what's in it for you" email your talking about works. And many users who are looking to make their lives easier actually may appreciate it.