Interesting ... I need to give this story some deep thought:

E-mail marketing works differently. People tend to read e-mail messages -- even those formatted in HTML -- from top to bottom in a linear fashion. This linearity actually works to an advertiser's advantage because it provides more control over recipient behavior. However, cramming the material from a traditional direct marketing campaign into one e-mail message (as advertisers often do) results in an overly long message more likely to confuse rather than persuade.