4 Tips for Direct Mail Marketing to Parents for Private Schools
Parents are bombarded daily with digital marketing advertisements. Between email, social media, commercials, etc. it can become overwhelming. The average person receives over 100 emails every day! While people’s inboxes may be flooded, their mailboxes are less so, with an average of only 16 pieces of mail received each week. This makes direct mail marketing efforts highly effective.
Parents do not have time to open, let alone read, all those emails, reflecting the email open rate of only about 30%, whereas direct mail open rates can reach up to 90%.
Use direct mail marketing to avoid getting lost in the sea of digital marketing offers parents receive every day. Direct mail is a compelling and unique marketing strategy perfect for:
- Community mailers
- Higher education
- Family attractions
- Family events
- Tutoring services
The majority of people prefer direct mail marketing because it is more personal than online interactions. Direct mail is also sent to a household, whereas email is sent to one specific person. This is significant for educational marketing since it is a personal topic that is likely to be discussed among family members.
The lifespan of marketing materials is also an important factor. Products and services related to education may require a longer decision-making period. An email has a lifespan of only a few seconds, while direct mail’s lifespan averages 17 days.
Parents juggle countless responsibilities, but they will always prioritize educational opportunities for their children that will set them up for a successful future. Use direct mail to quickly show parents how your product or service will improve their child’s life while making their lives easier. Follow these four tips to increase your campaign’s efficiency using direct mail marketing to parents.
Find Family-Friendly Zip Codes to Mail to
You may have informative and well-designed marketing materials, but if they aren’t sent to an appropriate household, then they will not be effective. Looking at all American households, there is an average of less than one school-aged child per housing unit. So it is important to locate zip codes where high percentages of families with children reside.
When compiling or procuring a mailing list of parents, look for:
- Households with an average size of three or more people.
- An average age of about 30 years old. Studies have found that parents between the ages of 25 and 44 are more influenced by direct mail marketing than digital marketing.
- Persons under the age of 10. These children are entering elementary school or preparing for middle school.
- Persons aged 14 to 20. Children of this age are preparing for high school and college.
Surprisingly, the type of home can make a difference, too. A study by the National Association of Home Builders found that detached single-family homes have the highest number of school-aged children per unit. Rented units also have more children than owner-occupied units and existing homes have more children than newly constructed homes.
Prioritize zip codes containing larger households with Millennial-aged parents and high numbers of single-family homes. Avoid zip codes with small, older households and newly constructed neighborhoods. The more specific you can get with your target list, the more likely you are to be successful.
Educational Direct Mail NOT Advertorial
You’re not selling the parent a shiny new widget – you are selling an experience, product, or service that will positively impact their child. As such, your marketing materials should be more informational and less advertorial.
Of course, you want to get the parent’s attention, but direct mail affords the unique opportunity to give consumers a tangible experience with your brand. Use the opportunity to show parents why your school, experience, or product is right for their child.
Share information like:
- Why kids will enjoy this experience
- What the product or service means for parents
- Why the barrier to entry is low
- Concrete facts and statistics about your service’s impact
- The versatility of your product or service
- Images of your product in action
- Upcoming events (like open houses or summer camps)
Direct mail, like postcards or event flyers, have a limited amount of space. Studies show that direct mail campaigns are most effective with a digital call-to-action directing them online for more information.
Show Parents Long-term Impact
Education is an investment and parents want to see how that pays off. Demonstrate the value of your opportunity, product, or service by showing parents the long-term impact it will have on their child. It is especially important for charter schools and post-secondary institutions to demonstrate how their school will influence their child’s academic prospects, future career, and success.
Convey impact by including metrics and qualities such as:
- Lasting skills developed such as creativity, innovation, and problem-solving skills.
- New friendships that teach social skills and relationships for potential networking.
- Long-term success such as graduation rates, acceptance rates, or increases in test scores.
- For college-bound students or career/tech schools, include job placement statistics and how your school will equip them to meet workforce demands.
Consider sharing a short success story. Parents want to be able to identify with real people and hear about their experiences with your product. Your current students and their parents are often influential spokespersons.
Parents want to know that they are providing their children with the best opportunities and it’s hard to argue with facts. Sharing information like that listed above is both relevant to your service and a great way to resonate with moms and dads who want the best for their kids.
Speak to Parents’ Direct Needs with Direct Mail
The day-to-day needs of parents will always vary, but a constant is occupying their children with enriching activities that will set them up for future success and ideally are fun and entertaining. This should be a clear message in your direct mail postcards and materials.
Be sure to include:
- Approximate time activity or school will occupy
- What their child will enjoy
- What their child will learn
- The level of parent commitment
- How do you provide a safe and supportive community
Parents are busy and appreciate efforts to make their lives easier. Help them by making the message simple and easy to scan for significance. Make additional information easily accessible. Try including a QR code that leads to your website and be sure your contact information is clear.
Above all, parents need peace of mind.
Use your direct mail to demonstrate the value of your service and show them the benefit and enjoyment their child will receive. Make it a clear and easy choice that gives parents peace of mind knowing their child is happy, well cared for, and receiving enriching opportunities.
At One Stop Mail, our experts help you with your Direct Mail Marketing from start to finish. From mailing lists to design and fulfillment, our cost-effective services help deliver your message to your ideal customer.
Learn more about our Direct Mail Marketing Services or reach out online to tell us about your project and request a quote.
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