If the marketing messages you send are anticipated, relevant, and personal, they will cut through the clutter and increase the prospect’s knowledge of the benefits you offer.” Seth Godin, Permission Marketing.
I’m working on a project right now that pertains to this, and the “anticipated” is the toughest part. It’s easy to learn enough information about your audience to make it relevant, and if you have the information you need to make it relevant you can make it personal.
Here’s the trick. The information (name, title, email, etc… or whatever) needs to be given voluntarily and the person needs to remember giving it. At that point, you’re good to go on the road to trust, and people buy from and do business with people they trust.