I wouldn't put "receiving blast e-mails from social networking platforms" atop my list of stuff that I like.
But I just received an unusually thoughtful one "from" Reid Hoffman, LinkedIn's co-founder, calling me out for being one of LinkedIn's first million members:
I wouldn't say I've previously had a tremendously strong emotional connection to LinkedIn, but small gestures like this are a great first step. They've even thrown in some info about locating a little easter egg within LinkedIn (i.e. how to identify your member number)!
More companies should follow this line of thinking. Sweat the small details. They're the things people remember.