How many times have you started to read an e-mail message and stopped because it was too much work?
A long block of copy might work in a book or a magazine article, but on the screen it's difficult to keep your eyes on the right line when there are too many lines.
Copywriters call it a "grey wall" and it is a wall. It's a wall between you and your intended readers, because many people simply won't bother to try.
So how do you breakthrough that wall?
The answer is short paragraphs with blank lines between them.
Break it up, make it easy to scan, and use bullets and sub-heads to draw your readers to the most important points.
This practice is just as important in personal correspondence as it is in copy designed to sell. If you want your message read and understood, break it up into bite size pieces.
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