I agree with ANDS!. The front line for recruiting is not the email, but the website. When I got recruitment emails, I almost always checked out the website. A poorly designed website was frustrating. For chemistry, I think one of the most crucial features is dividing faculty by sub-discipline and making sure that there are clear, concise research summaries for all of them. The research was always the first thing I checked. Everything else is important, but without the research, I'd stop looking.
On the emails, this is a nitpick-y point, but I would advise against attempting to "personalize" the emails by using names. Schools got my information from the GRE which uses my legal name, but I almost exclusively go by a nickname. It was always a little jarring to see.
Good luck!