Different Strokes for Different Channels

2. As soon as you try to tell too much, or have too complicated an offer, the e-mail loses its potency. Too much hype, and readers will bow out in a hurry.

3. Your only goal in a sales e-mail is to get consumers to come in and click something that takes them to the landing page you’ve also written.

The Differences: Web Sites
1. Sites require shorter messages because people read and search the Web for one thing at a time. Shop enough online to learn the habits of Web shoppers, then break your sell into steps that simulate their thinking.