It's a bit vague, I'll admit. Users in this space are typically plagued by poorly written emails, or emails that are still, "Hello," if any greeting at all; they also often come from noreplys and close you off from the operator.
By presenting myself as, well, myself, having an informal tone (I mentioned to another user that I talked to everyone as if they were a friend of a friend), and always closing with "if you need anything just reply :)," it was a good way to reach users and to establish the human element.
I suppose its a manifestation of the old adage the people do business with people. You are presenting as 'you', a human, an individual that will give the personal touch. Not some corporation that has 'departments' and acts as a faceless churn machine.
Personally I'd rather have no emails of either type. Too many emails these days about everything. No I don't want to review X, or provide content for you (not you) for Y. I guess some people like it though.
By presenting myself as, well, myself, having an informal tone (I mentioned to another user that I talked to everyone as if they were a friend of a friend), and always closing with "if you need anything just reply :)," it was a good way to reach users and to establish the human element.