Don’t overdo it

There’s a very fine line between an email that reads well and contains all necessary information and an email that is just too long. Always assume that our audience is busy. Don't take a paragraph for something worth a sentence. Additionally, consider if you are sending several emails as a part of a series. For example, maybe we’re promoting a survey. The first email should be the longest, introducing the survey (why we’re conducting it, why we want their feedback, etc.). But the last email can be as simple as “Hey, we would love to hear your feedback”.