Direct mail markerters and advertisers work hard to determine what type of content motivates buyers. Research consistently uncovers four characteristics of content that score highest in buyer interest. The best content is;
1. useful or entertaining.
2. relevant to the buyer's interests.
3. timely.
4. unique to the seller, either in content or presentation.
These four characteristics are particularly important for opt-in e-mail subscriptions. If a reader signs up for your e-newsletter, the motivation wasn't to do you a favor--it was because the content of the newsletter had perceived value.

Amid the ongoing debate about whether direct mail or e-mail is the best method to market to customers and prospects, very little is being said about the one thing that is crucial to the success of both--the message. Unless the message is relevant to the audience and persuasively presented, it doesn't matter how it is delivered. So while the discussion about direct mail versus e-mail continues, focus on developing good content and honing your writing skills.
The objective of both direct and e-mail marketing it to persuade a customer or prospect to take action, either now or later. When a seller consistently and regularly sends a communication such as a mailed post card or a newsletter (either mailed or web-based), a buyer is more likely at a future time to take the action desired by the seller. In other words, direct or e-mail marketing is less about an immediate sale than about positioning the business or organization to be top-of-mind when the potential buyer is ready to make a purchase.
This is important in business-to-business selling where the sell cycle is often long(especially when compared to business-to-consumer), and it is hard to stimulate demand. Direct mail is also important during an economic downturn when either budgetary constraints or the unwillingness of the purchaser to spend money creates a long sell cycle for both businesses and consumers.