Good advice from someone who knows. The more personal you can make your cover letter the better. Show them you have done your home work.
Make sure the reader knows you’ve done your research. It’s important for the reader to feel that you are enthusiastic about the position and company. To do this, you have to know enough about the company to write about it confidently. If the company has a blog or twitter handle, mention a recent article they posted. If you want to work in a certain area within the company, write in your letter what you like about that specific program or department.