On one hand, I can’t say I’m surprised. This is what happens with a focus-grouped candidate. In focus groups this type of gendered communication works. Of course, focus groups are usually pretty useless.
These direct mail operations are usually outsourced (and very lucrative), but the content never goes out without approval from the highest level in a campaign.
Hillary is stuck in either being the inauthentic candidate many suspect she is and can blame this on a marketing snafu. It’s just what happens when your campaign is a machine devoid of any heart. Or, the worse option is that she really did “Approve this message.”