How Direct Mail Can Help Colleges Stand Out

In today’s fast-paced world of digital marketing, it’s easy to overlook the power of traditional marketing tactics like direct mail. But when done right, direct mail can be a highly effective way for colleges to connect with prospective students and stand out in a crowded marketplace. And the key to making direct mail work for your college is personalization.

Personalization is the practice of tailoring your marketing messaging to specific individuals or groups, based on their interests, needs, or behaviors. In the context of direct mail, personalization can take many forms, from using the recipient’s name in the salutation to customizing the content of the mailer based on their interests or stage in the enrollment funnel.

The benefits of personalization in direct mail campaigns are many. First and foremost, personalized mailers are more likely to grab the recipient’s attention and elicit a response. According to a study by the Direct Marketing Association, personalized direct mail had response rates that were 30% higher than non-personalized mail.

Personalization also helps to build trust and rapport with the recipient. When someone receives a piece of direct mail that speaks directly to their interests or needs, they are more likely to view the sender as a relevant and credible source of information. This can be especially important for colleges, who are often competing with other institutions for the attention of prospective students.

So how can colleges use personalization to create effective direct mail campaigns? Here are a few tips:

Segment Your Audience

Start by segmenting your audience into different groups based on demographics, interests, and behaviors. This will help you create more targeted and personalized mailers that resonate with each group. For example, you could segment your audience by geographic location, high school graduation year, or academic interests.

Use Variable Data Printing

Variable data printing is a printing technology that allows you to personalize each mailer with specific information about the recipient. This could include their name, location, or academic interests. By using variable data printing, you can create personalized mailers that stand out and are more likely to be read and responded to.

Create Personalized Content

In addition to personalizing the recipient’s information on the mailer, it’s important to create content that speaks to their interests and needs. For example, if you’re targeting prospective students interested in the arts, you could include information about your college’s arts programs and events.

Include Personalized Calls to Action

Personalized calls to action can help increase the likelihood of a response to your direct mail campaign. For example, you could include a personalized URL or phone number for the recipient to contact you directly.

Measure and Iterate

As with any marketing campaign, it’s important to measure the success of your direct mail campaign and make changes based on the results. By tracking response rates and analyzing the data, you can optimize your direct mail campaigns and make them even more effective in the future.

Need more information on how to use personalized mail products to improve your student recruiting campaign?