Today universities and colleges are competing more than ever to capture the attention of prospective students. With inboxes overflowing from countless institutions, and ads bombarding them online and across streaming platforms, it’s increasingly challenging to stand out. That’s where direct mail comes into play. Offering the opportunity to connect in the real world outside of the screens, direct mail can make your university’s message more memorable and engaging.
By employing creative direct mail strategies, you can significantly increase the chances of your materials being read and acted upon by prospective students.
Does Direct Mail for Student Recruitment Work at Universities?
Yes, of course it does. Direct Mail has been successfully used by Universities for decades and here’s why it’s done so well for them…
- Stands out against the countless emails students receive from other prospective schools – While emails can be easily ignored or sent to spam, a physical piece of mail grabs immediate attention.
- Creates a real life, unique experience that can’t be replicated digitally – Holding something in their hands makes the interaction more personal and leaves a lasting impression on students.
- Allows for an integrated marketing approach using physical mail and digital channels – Direct mail can complement your online efforts, creating a multi-channel campaign that reinforces your message across different platforms.
Student Recruitment Direct Mail Examples
Utilizing innovative direct mail techniques can significantly increase student engagement and response rates. Here are some effective strategies to include in your next direct mail campaign.
- “Cool Folds”
Unique and interesting folds in your mail pieces can generate more interest and engagement. When a student receives a brochure that unfolds in an unexpected way, it piques their curiosity and encourages them to explore the content. Creative folding techniques can also highlight different aspects of your university, unveiling information layer by layer. This interactive experience makes the mail piece more memorable and can set your institution apart from others. - Oversized Mail Stands Out
Direct mail that is larger than the standard size naturally attracts more attention. Oversized postcards or envelopes stand out in the mailbox, making them more likely to be noticed and opened. The extra space also allows for more creative designs and impactful messaging. By going bigger, you not only catch the eye of prospective students but also convey a sense of importance and prominence about your university. - Make it Look Like an Invitation
Everyone is inclined to open envelopes that resemble invitations. It’s a behavioral response; standard envelopes are often associated with bills or junk mail, while invitation-sized envelopes suggest a positive, personal message. By designing your mail to look like an invitation, you increase the likelihood that it will be opened promptly. This approach adds a touch of exclusivity and makes the recipient feel special, enhancing their connection to your institution. - Dimensional Mail or Chunky Mailers
Thick mail that contains items inside delivers a near 100% open and engagement rate with student recipients. These mailers stand out due to their bulk and the curiosity they evoke.
Including small promotional items like branded pens, stickers, or USB drives can make the mailer even more appealing. Dimensional mail not only ensures that your materials are opened but also provides an opportunity for students to interact physically with your brand, leaving a lasting impression.
By including innovative techniques in your direct mail strategy, your university can capture the attention of prospective students and inspire them to take the next step toward joining your academic community.
