Most of my customers find my company through our website. We have a form which they can complete if they are interested in our program. Often - the prospective student does not want to provide a telephone number - so email is my only option. What I have taken from this lesson is to avoid the typical emotion icons which are frequently used in casual conversation. My own experience has taught me to keep information brief and organized. Long email messages seem to lose the interest of the reader - and potentially lose the opportunity to earn the business.