Phishing accounts for 1 percent of e-mail traffic according to security firm IronPort, and can be detrimental to the brand it pretends to be. David Harley from Ferris Research suggests that personalized e-mail is a good anti-phishing tactic.
Greeting a recipient with "Dear Customer" or an e-mail address uses information available to phishers. If the e-mail begins with the recipient's name is often more than an impersonal bot is capable of. Addressees are less likely to suspect a phony e-mail if it's got a little more than what a computer is capable of scraping.