Exactly the opposite of my sentiment. You're not fooling anyone by pretending that a message was written by the CEO (unless that CEO is Steve Jobs, but that's

Exactly the opposite of my sentiment. You're not fooling anyone by pretending that a message was written by the CEO (unless that CEO is Steve Jobs, but that's because Jobs acts as Apple's de facto PR department). You're also not fooling anyone by putting a "personal" greeting including the customer's name at the top of your mass mailing. The only time I want a communication from a specific person is if that specific person both wrote it and will be answering replies. Unless I have a specific relationship with someone (insurance agent, account manager, something like that), these are unlikely to be the same person.