How to Have Success Using Direct Mail for Education Admissions

If you’re marketing for an educational institution, you might not realize how “direct mail” can be an effective channel for admissions campaigns. Do potential parents and new students actually notice direct mail?  

The truth is that many folks, at any age, notice direct mail. When so many people, especially younger audiences, are constantly bombarded by ads on TikTok, Instagram, and in their email inboxes, direct mail really stands out. How much? About 60% of respondents in a USPS survey reported feeling overwhelmed by online ads, indicating a preference for direct mail campaigns. 

Direct mail breaks through all that digital clutter, gives you a chance to tell a comprehensive story, and stays with the recipient longer. Students and parents can hang onto the piece for the entire time they’re making a decision. They can refer to it multiple times. 

For education admissions, direct mail also offers a personal touch that digital communication lacks. It works well for private schools, community colleges, and trade schools alike. Today, we’ll explore some excellent ways to leverage direct mail in an educational admissions campaign.

1. Personalization

What It Is: Personalize the direct mail pieces and increase response rates by addressing recipients by name and referencing their specific interests or interactions with the institution. Use data from inquiries, campus visits, or online forms to specially tailor the content. Include brand-specific touches, success storis, and interactive digital experiences. 

Why Personalization Works: Personalization in direct mail creates a sense of importance and connection with the reader. For an educational admissions campaign, the direct connection has a huge impact. When prospective students get a letter or brochure that speaks directly to them, it increases their interest and sense of inclusion in your institution. Paper sticks with the recipient longer too. It may stay on a desk during the entire consideration process for multiple references. 

How to Implement Personalization in Direct Mail Admissions Campaigns

• Gather Data: Use the data that you’ve collected from online forms, campus visits, and inquiries about your organization. It’s even better if this data includes academic interests and extracurricular activities.
• Tailor the Content: You’ll set up your campaign to address the recipient by name, with a personal reference to their area of interest. For example, during a campus visit, a student interested in your Business Management program will be drawn in by information about the program’s features, faculty, and successful outcomes.
• Dynamic Imagery: Consider including dynamic imagery too. If a student is interested in sports, include images of your athletic facilities and team members. Imagery helps build that personal connection, and it’s a great way to use personalization that feels targeted and special. 

2. Success Stories

What It Is: Share those great things that your graduates have achieved. Powerful messaging is inspirational. Include real-life examples from current students and alumni. A printed direct mail piece gives you a chance to tell a larger story than an email or social media post. How has your institution made a positive impact on the lives of graduates?

Why Success Stories Work: Success stories and other details about your institution enhance the brand experience. The proof is there—testimonials and success stories showcase the benefits of attending your institution. Potential students can relate and feel inspired. This exciting future could be theirs!

How to Implement Success Stories in Your Direct Mail Campaigns

• Collect Testimonials: Keep tabs on success stories from current students and alumni. What are some of their big, bold achievements?
• Include Diverse Perspectives: Be sure to include stories from your diverse student body to appeal to a broad audience. 
• Add Visuals: Pictures are powerful. Help prospective students and parents “see the future” by including photos with testimonials for extra authenticity. Quality print is an extension of your brand value—the look of any piece is crucial. 

3. Interactive Elements

What It Is: Direct mail doesn’t need to be relegated to a paper-only experience. Enhance communication with interactive elements like QR codes, personalized URLs, and augmented reality features. 

Why It Works: Interactive elements showcase your organization’s future-focused position. These campaigns engage recipients more deeply by directing them to ways they can find more information, schedule campus tours, or begin their application. 

How to Implement Interactive Elements into Your Direct Mail Campaign

• Add QR Codes: QR codes are user-friendly and inexpensive. Use the code to link to video testimonials, virtual tours, or application portals (any mobile-friendly landing page).  
• Try Personalized URLs: Create personalized URLs (PURLs) that take each student or family to a customized webpage that speaks to their interest and situation. 
• Level-Up with Augmented Reality: AR features are fun and interactive. Recipients scan the piece with their phone for a 3D campus tour or interactive information on your programs. 

Heritage Can Help with Effective Direct Mail

Direct mail remains a potent tool in education admissions, capable of delivering personalized, engaging, and informative content directly to prospective students and their families. Rather than relying just on social media and digital ads, you can reach potential students in your target audience with effective print marketing. 

We can help by bringing you insights on how direct mail fits into your campaign strategy. We’ll help you organize the data, figure out the right messaging and creative approach. We’ll even help you measure performance to ensure your strategy is working.  

By implementing these strategies, educational institutions can create meaningful connections, provide essential information, and ultimately increase application and enrollment rates.

Whether through personalized outreach, timely reminders, compelling success stories, comprehensive financial aid information, or engaging interactive elements, direct mail can play a crucial role in your admissions campaign. Tailoring each piece to the recipient’s interests and needs will capture their attention and build a stronger relationship with your institution, leading to a higher likelihood of enrollment.

Even if you use digital marketing channels, direct mail can be the best way to make a first impression. College and school postcards make a big difference in your recruitment efforts. If you’re looking for effective communications, direct mail is one of the most powerful tools in your arsenal. Learn more by reaching out to our team of professionals. We’ll show you how to boost your marketing efforts to resonate with all those prospective families in the upcoming school year.