And in direct mail, that style works. Not so in e-mail marketing.
People feel differently about their e- mail boxes than their post office boxes.
The e-mail inbox is much, much more a personal space. This is not the time for the frantic, relentless cadence of hard-sell direct mail. Use that second stage to do a more in-depth job of selling. Never try to hide your identity by forging or concealing message headers. Provide full contact information.