Written communication should follow the same guidelines as an oral presentation. Therefore, it should clearly tell the participant what they will get out of reading it as well as what you expect them to do.
The written communication should be 70% about the reader. It should contain lots of white space. Any questions you ask should have white space before and after the question. This ensures that the reader can clearly see and respond to each question.
Hiding a question within a paragraph ensures that your question will most likely get lost in the shuffle and not be responded to.
Make all written communication about the reader easy to scan and easy for the reader to decipher what you expect them to do.
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