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Email is a medium we use for marketing, but it is also the medium people use for keeping in touch with family and friends. The basic nature of the medium is personal and countless examples have demonstrated that a personal voice works better—even for companies and organizations.
A personal voice needs to be genuine and real. If you create a bogus ‘personal' voice simply to manipulate your readers, it won't take them more than a blink of an eye to figure out what you are doing. Just be yourself, be genuine, and be truthful. When people perceive a genuinely personal voice in email, they respond very positively.
Should every email be personal and have a light touch? No, sometimes the purpose is to step out and sell as hard as you can.