Imagine running into a stranger on the sidewalk who starts up a conversation. You naturally question their intentions and make some initial judgements.
Imagine that stranger is boring. Nothing is wrong with them, but they're boring- straightforward and nice... not memorable.
You finish the conversation and move on.
Now imagine an exciting and genuine stranger who speaks to you with charm.
This guy or gal is full of personality and clearly passionate. You like this person, even if they're not your style. You'll remember them.
This same pattern applies to email marketing.
Give your emails personality and an opinion. Use charm.
Make the interaction memorable.