An April 2007 Significant 7 Editors' Pick: Funny, interesting, and oh-so-practical, Send is the major handbook of etiquette for email, making David Shipley and Will Schwalbe the "Miss Manners" resource for the digital age. Since the earliest days of email "turned on", sending off irritating or annoying messages. One explanation for the failure to inhibit online over our unruly impulses is a discrepancy between the screens we looked at as we email, and social cues using a brain circuit to navigate us through an effective interaction: on email there is no tone, no facial expression. It's not just flaming - I've sent my fair share email that, in retrospect, embarrassing, too familiar or formal, or one in tone. Email invites these deviations in social intelligence in part because the social brain flies blind. In the old write a letter - the art of dying - we have plenty of time to rewrite before sealing the envelope, and so lights up the letter is far more rare than the red-hot emails. Send: The Essential Guide to Email for Office and Home, a new book by David Shipley (older than my friend) and Will Schwalbe. Enter Send not only articulates the way to win - or keep - online friends, but offers practical tips on both email etiquette and on the writing style most suitable. In this book, intelligent and wise Shipley and Schwalbe provide important clues about important things like politics using the Cc (nothing like it left out), when only the back and when to "Reply All"; danger URGENT subject (too many and you cry wolf), fine-tuning your greetings to fit the relationship (if you use one, you could lose them at hello); how best to apologize online (put the word 'sorry' in the subject or other emails can not be read). For example, now that email has become the way we talk, appeared in person has added impact as the ultimate compliment, signifying that the person, meetings or projects that have a special interest to you. Many years ago a slim volume by Strunk and White's The Elements of Style, laid the ground rules for good writing, this book became the Bible for the author, widely known simply as "Strunk and White."