I ordered a new sleeve for my MBP today and got the shipping notice:

 

 

Hi James,

 

Thanks very much for visiting us again. I just want to let you know that your order (#75387) will ship fresh from our San Francisco factory on the evening of 14-Jul-2008 via US Priority Mail. Your tracking number is 9101805345435750709 and you will eventually be able to track your order at www.usps.com.
The total charge to your credit card will be $46.00.

If there's anything else I can do for you, just let me know.

Best regards,
Gary

PS: By the way, this is what we're sending you:

1 -SleeveCase- -Horizontal Orientation- -Size 15-2-- Make:-Apple- Model:- MacBook Pro 15"- Battery: $39.00

Product Total: $39.00
Sales Tax: $0.00
Shipping: $7.00
Grand Total: $46.00

First off it is very personal which is a nice touch, the other thing I noticed is that it says "Thanks very much for visiting us again" even though you don't login to their site and I haven't ordered from them in at least 2-3 years. That means it at least checks to see if my email has been used before (since its a different physical address, credit card, etc).

 

I need to keep emails like this in mind when building sites, keep it personal instead of trying to be bigger than you are. 37signals has a good section on this in Getting Real called Be Yourself.

-James