wheel - 6:07 pm on Feb 11, 2010 (gmt 0)
On the university's page, there were about 15 professors listed. Some of them were in countries where I figure language might be a barrier. I reviewed about 6-8 of the professor's sites (basically googled them). 3 of them warranted an email. I read their web pages completely, then they all got a personalized email where I offer them my content as of interest to them (along with a couple other personalized notes). Then in the last paragraph I asked them to consider linking to my site from their pages so that their visitors (who clearly have an interest in this subject, just as 'you and i' do) could also find the stuff.
None of the emails were canned. None of them were two senteces, they were all 2-3 paragraphs talking about their work, and how my stuff integrates into that, and they all came from me - I explicitly mention what I do for a living, but as an afterthought. So they know they're going to see a 'mortgage broker' type of website when they visit, but that's cough-cough secondary.
I also checked the university page for external backlinks. The only ones were from professors that I'd already contacted, so no new leads there.