In today’s digitally saturated world, where inboxes overflow with promotional emails and social media feeds are clogged with ads, colleges are rediscovering the power of direct mail as a key tool in their recruitment strategies. Direct mail, once considered an old-school method, is making a strong comeback in college admissions, offering a tangible and personalized way to connect with prospective students. Here’s why direct mail is becoming a crucial element in college recruitment efforts.
The Appeal of Tangibility in a Digital Age
One of the most significant advantages of direct mail is its tangibility. Unlike emails or digital ads that can be easily ignored or forgotten, a well-designed piece of direct mail demands attention. It’s something that students and their families can hold, touch, and revisit at their convenience. The physical presence of a college’s brochure, postcard, or personalized letter makes a more lasting impression, often finding its way onto the fridge or a bulletin board as a constant reminder of the opportunity.
Asbury University chose this Pop Up Cube to send information about its school to prospective students. This mailer shipped flat, but when you opened it up, a cube immediately popped out from the inside to deliver information to the recipient. The inside of the outer sleeve featured additional information about the university.
Personalization: The Key to Connection
Direct mail offers a unique opportunity for personalization, which is critical in making a meaningful connection with prospective students. Colleges can use data from students’ previous interactions, interests, and academic achievements to create highly targeted and relevant content. For example, a student interested in environmental science might receive a brochure highlighting the college’s sustainability programs, faculty research, and related extracurricular activities. This level of personalization shows the student that the college understands and values their specific interests, increasing the likelihood of engagement.
Breaking Through the Digital Noise
In an era where students receive countless emails from colleges, it’s easy for even the most compelling messages to get lost in the shuffle. Direct mail, however, stands out because it’s not competing in the same crowded space. When a student receives a beautifully designed, personalized mailer, it grabs attention simply by being different. This break from the digital noise can be the first step in creating a deeper relationship between the college and the prospective student.
Asbury University used this direct mailer to recruit prospective students to their school. The mailer ships flat but nearly doubles in size when you open it up. The inside featured colorful imagery displayed on multiple die-cuts.
Creative Designs that Leave a Lasting Impact
The creative possibilities with direct mail are virtually limitless. Colleges are increasingly using innovative designs to capture students’ imaginations. From fold-out posters and interactive elements to QR codes that link to personalized videos or virtual campus tours, direct mail allows colleges to showcase their unique attributes in a memorable way. These creative elements not only convey important information but also reflect the personality and spirit of the institution, helping students envision themselves on campus.
Rice University wanted to send something special to High School counselors who guide students as they consider various colleges and universities. They approached our US partners Structural Graphics with the idea of creating a piece that mailed flat but sprung into form when opened and did our paper engineers deliver creating this fun and engaging mailer. This cute mascot delivered important stats on the school and is designed to be kept on the desktop as a reminder. It not only got the attention of counselors but also went viral in a Facebook group giving Rice University even more exposure.
Direct Mail Complements Digital Campaigns
While direct mail is powerful on its own, it’s even more effective when integrated into a broader, multi-channel recruitment strategy. Colleges can coordinate direct mail with digital efforts, creating a seamless experience for prospective students. For example, a student might receive a personalized letter inviting them to attend a virtual open house, followed by an email with a registration link, and then a reminder postcard a week before the event. This integrated approach ensures that the college remains top-of-mind, no matter where the student is in their decision-making process.
University of Windsor used this direct mail pice to increase acceptance rates by getting accepted students excited about joining their school. The center of the mailer featured a QR code that launched a YouTube video highlighting testimonials from current students. The back of the mailer encouraged students to share their excitement on social media.
Measuring the Impact of Direct Mail
One of the common misconceptions about direct mail is that it’s difficult to track and measure its effectiveness. However, with the right tools and strategies, colleges can easily gauge the impact of their direct mail campaigns. Unique URLs, QR codes, and personalized landing pages can all be used to track responses and engagement. Additionally, feedback from admissions counselors and follow-up surveys can provide insights into how direct mail influenced a student’s decision to apply or visit the campus.
This recruitment mailer for Sul Ross State University resulted in 26% more applications for admission than the previous year.
Conclusion: A Modern Twist on a Classic Strategy
As colleges seek innovative ways to stand out in a competitive recruitment landscape, direct mail is proving to be a powerful tool for reaching and engaging prospective students. By combining the tactile appeal of physical mail with personalized content and creative design, colleges can create lasting impressions that cut through the digital noise. When integrated with digital campaigns, direct mail becomes part of a comprehensive strategy that guides students from initial interest to final decision, helping colleges build the next generation of scholars in a way that feels personal and meaningful.
Direct mail isn’t just an old-school method—it’s a modern solution for connecting with students in a memorable and impactful way.
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