Email marketing is a sort of direct communication, so a less formal approach is recommended, although much depends on the industry and the kind of people that you’re dealing with.
Email marketing is the act of sending a commercial message, typically to a group of people, using email. Its purpose can vary, but it is frequently used to enhance a business or brand’s relationship with current or previous customers and to encourage loyalty, repeat business, and acquire new customers.
Email marketing is not the place to get long-winded and verbose. Instead, keep your emails as short and to-the-point as possible. This enhances the likelihood that you’ll keep you audience’s interest and also serves to keep you on track and on topic throughout the duration of your email campaign.