rcjordan - 7:11 pm on Aug 17, 2001 (gmt 0)

Open with a quote excerpted from one of their primary pages. Then tell them that you've spent a lot of time reviewing the site and mention a 2nd and 3rd page. I wouldn't use an url until further down.

I get generic requests all the time and trashcan them. The ones that open with a good reference to my site proving that they're not Zeusing me get read.

It might also help to make your subject line to the point, something like:
reciprocal link request from mydomain.com