I wrote a bit about this, and how – as an email marketing company – I figured it's okay to send emails "as if you're a human" but only as long as you reply like a human: https://www.userfox.com/blog/the-joel-at-buffer-feature/

If you don't reply, you shatter the trust from that email you think someone wrote you.

for what its worth, I believe Buffer were the guys that pioneered this, and email marketing companies (like ourselves) just turned it into a feature.