As tech-savvy as high school kids are today, digital marketing seems like the wisest tactic for educating them about colleges and universities. Is this really the best way to reach students aged 16 to 18, though? Nearly all higher learning institutions still send brochures, letters, catalogs, postcards, pamphlets, flyers, and posters to prospective students. They do so because direct mail works. And here’s the proof.
Teens and Young Adults Love Direct Mail
While email isn’t off limits, social networks and instant messaging apps definitely are. Teens and college students feel marketing should stay away from their private online activities. For this reason, young adults in the 18 to 34 age range just prefer direct mail marketing. In fact, teens are actually more likely to make a purchase after receiving direct mail than any other type of marketing.
Direct Mail Receives Higher Response Rates
Generally speaking, direct mail has always received a higher response rate than any other marketing tactic, save for telemarketing. Coupled with a digital marketing campaign, direct mail can see even higher results. One university, Robert Morris College in Chicago, found this to be true over the past five years. In fact, by adding personal URLs to the postcards, letters, and catalogs sent to prospective students, the university doubled their response rate. Their conversion rate also rose to 79% while dropping costs by 56%.
College Students Like the Personal Touch
Direct mail gives post-secondary schools the ability to personalize the experience through variable data printing. This is exceptionally important, since 43% of current college and university prospects say they prefer a personal touch. In the age of social media, where messages are pushed en masse, postcards and letters make these prospects feel special and valued.
As you can see, direct mail simply works. To learn more about how you can revitalize your recruitment and admissions, give us a call.