What is the importance of writing style in direct mails, and what are some points to remember while preparing such mails?

Direct mail is the one kind of business writing where elegance and beauty of language matter. Such mails imitate the word choice and rhythm of conversation. Individual sentences should flow smoothly, and if the style of writing is long-winded and boring, the reader will stop reading. Thus, one should eliminate wordiness. One should also maintain the image of one person writing to another person, which is the foundation of all letters. In addition, one should use an informal style with short words and sentences, and even slang. One can create a persona, a character who allegedly writes the letter, to make the letter interesting. The rhythms of speech, vivid images, and conversational words help to create the effect that the author is a character.