Email scams are popular. Phishing attacks, as these scams called, will try to manipulate you in disclosing your data. Including your login credentials, your credit card number, etc.
The problem with these attacks? It is tricky to recognize them by using only technical means. Thus, it is very important to educate your users to recognize them -or at least to be aware- of the danger.
To make it even harder, a spear-phishing attack is directed specifically to you.
The attacker collects information about you from public websites, the social media, etc., to craft a personalized message that is hard to detect.