Do: Keep it short
Don't: Go on and on for several pages

On the Internet, people want information and they want it now. That's why short, snappy pitches pull better than long-winded appeals that tell a story, paint a picture, tug at heart strings, or describe your product's amazing bells and whistles in exhaustive detail. Besides, have you ever tried to read 3,000 words on a 15-inch screen?

Do: Get to the point
Don't: Make people figure it out for themselves

Internet users are busy people who receive dozens or even hundreds of email messages a day. They barelyhave time to double-click on your message to open it, much less waste valuable time figuring out what you're trying to sell. If you can't come up with a three-word subject line that sums up your pitch, hit the Delete key and start over.

Do: Give people an incentive to buy
Don't: Restate your everyday low prices

Internet users tend to be surfers with short attention spans. If you want to inspire them to action, you need to give them a compelling reason to purchase your product or service today. Discounts, free samples, and limited-time offers are all powerful incentives to get them to buy.

Do: Drive people to your Web site
Don't: Try to close the sale by email

On the Internet, you don't need to say it all in one letter. One of the most effective online marketing strategies is to use your direct email piece as a teaser to lure people to your Web site where you can wow them with text, pictures, sounds, animation and video, then steer them to your online order form to close the sale.