Despite the increasing interest scholarly research has shown in the study of computer-mediated communication, there is still a need to investigate the empirical validity of assumed homogeneity of language usage over the net and focus on the social diversity and variation that characterizes any communication. With this in mind, the present paper is an investigation into the stylistic choices that a particular group of email users made when engaged in a specific activity type. More specifically, it explores the variation in the discourse practices employed to open and close emails in conversation alongside the institutional power of participants and the interactional position of each email contributing to the conversation. To carry out this study a corpus of short email conversations in Peninsular Spanish was collected (n = 240). The analysis focused on the opening and closing sequences of the emails that made up the conversations and considered opening and closing linguistic conventions as discursive practices that members of a community may use strategically. The findings revealed that the discursive practices under scrutiny were subject not only to technological but also to social and interactional constraints and thus highlighted contextual variability. Further, the high degree of sociability in the electronic episodes studied was interpreted as reflecting a ¿people first, business second¿ communicative style.