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  • Blog
    • 2018
      • 01
        • The hidden cost of selling direct – the returns game
        • 2018 Lead Generation & Recruitment Predictions & Tips
        • How's your marketing?
        • Questions That You Need To Answer
        • Do You Know What Your Competition Is Doing?
        • The Offer - How To Make One They Can't Refuse
        • Successful Product Development
        • How Direct Makes Digital Better
      • 02
        • Managing The Sales Pipeline
        • The Marketing Planning Process...Doing It Right!
      • 03
        • Being Prepared for Change (Why You Need Market Intelligence to Drive Revenue Growth)
        • Competitor Update: Coursera Coming to Eat Your Lunch
        • Discussion: Why Should Your Institution Exist in the 21st Century?
        • Discussion: Should Your College Exist in the 21st Century?
        • Welcome Back: Former Students, Graduates
        • Adult Students: Thoughts on the Chronicle's Report
      • 04
        • Avalanche of Dreck...Are you part of the problem?
        • Profile of the Average Online Student
    • 2017
      • 01
        • Influencer Marketing: More Confusion Over Simple Concept
        • 10+ Reasons Why Most College Marketing/Enrollment Plans Fail & How to Avoid Them
        • Marketing Planning 101 - Are You?
        • Are CMOs' Jobs in Jeopardy?
        • Lead Flow Planning - Getting It Right
        • Omni Channel or Not? Retail Survival or Not?
      • 02
        • Announcing Our New Enhanced On-Demand Services for Adult, Graduate and Continuing Education Programs
        • Tips for Great Direct Response Radio
        • Email Design Tips
        • Data-Driven Marketing...It's As Old As Index Cards, And Then Some...
        • Why They ain’t buying what you’re sellin’
      • 03
        • New Degree Programs: What You Must Learn from Google, Amazon and Apple
        • Student Recruitment & Retention Goes to the Movies
        • Just Outsource It!
      • 04
        • Why You’re Not Answering Their Questions
        • Adult Students: Are You Serious or Just Screwing Around?
        • Is Your Brand Safe?
        • Ask Questions
        • Event Marketing for Adult Enrollments
        • Retail is Not Dead!
        • Pros & Cons of In House Agency
        • Is Affiliate Marketing for Your Business?
        • Webinar: 7 Proven Techniques for Increasing Adult Student Enrollments
        • False Victories
      • 05
        • Bring Programmatic Adv In House? Yes? No?
        • Call Attribution Tech - Do you need it?
        • Are you losing sales people?
        • Webinar: Adult Student Retention
        • Is ‘eMail Blindness’ Killing Your Business?
      • 06
        • Direct Mail Tips for More Effective Student Recruitment
        • Marketers Wake Up...Get Those Phone #s
        • The Secret to Successfully Providing Life-long Learning
        • Higher Ed Marketing Podcast 3: Web Forms
        • Higher Ed Marketing Podcast 4: Thank you page
      • 07
        • 2 Secrets to Achieving Adult Enrollment Goals
        • Social Worship
        • The Amazon Effect...Are You Ready?
        • Old Ways Don't Open New Doors
      • 08
        • Early Results: Adult Student Recruitment Effectiveness Part I of II
        • Early Results: Adult Student Recruitment Effectiveness Part II of II
        • Webinar: Competitive Intelligence 101
        • How to Say the Right Thing so More Adults Enroll
        • Clear Communications, not Content Marketing, is Key to Achieving Adult Enrollment Goals
      • 09
        • Are You Listening Carefully? Asking the Right Questions?
        • Missing Unrealistic Goals
      • 10
        • What Are You Putting Into Your Sales Pipeline
        • Competitive Intelligence - What is it? Why do you need it?
      • 11
        • Yes, You Do Have the Budget
      • 12
        • Enrollment Opportunity: Under-served Segments
        • Why Colleges Are Failing to Achieve Adult Enrollment Goals
    • 2016
      • 01
        • Direct Marketing Planning
        • How Many Leads Do Our Sales Executives Need?
        • The Drones Are Coming!
        • New Study Identifies Opportunities to Improve Student Recruitment
        • Outbound Telemarketing Missing Opportunities As Part of College Student Recruitment
        • Student Retention Tips for 2016
        • Advantages of Direct Marketing
        • 6 Tips to Improve Your College's Content Marketing Performance
      • 02
        • Lead Flow Planning - Getting It Right
        • Are You Sitting Around Waiting for Business?
        • Get More Our of Your CRM Investment
        • Smart College Recruitment Targets Wisely Using Segmentation
        • Tips for Building Affordable, Effective Marketing Research Program
      • 03
        • Marketer's Toolkit Goes Mobile
        • A/B Testing: Some Important Rules to Follow
        • Targeting is Not Rocket Science
        • Snap Chat for Student Recruitment
        • Colleges Must Lead the Way in Marketing to Millennials
        • How Many Leads Do You Need?
        • Do You Know What a "Lead" Is?
        • Do You Know How Many Sales Leads You Need? Find Out With...
        • Content Marketing: It's a Mess
      • 04
        • What Is The Best Marketing Channel?
        • Do You Need a Marketing Plan?
        • Data Analytics Improve Enrollment Performance
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Common Social Media Challenges and Solutions
        • 8 1/2 Common Errors in the Student Recruitment Process
      • 05
        • Differentiation - Colleges Need to Be Uniquely Valuable
        • Non-Traditional Students: Tips to Attract & Retain
        • Market Planning Process
        • Market Analysis - Identify Your Target Markets
        • Catalog Business Plan
        • 10 Common Digital Marketing Mistakes & Solutions
        • Tips for Recruiting Millennials to Your College
        • How to Lower New Student Acquisition Costs
      • 06
        • Your Website Needs Help
        • Better Adwords Performance ASAP
        • Higher Education Marketing Assessment Tool: A Demo
        • Join Marketing Connection Today
        • Marketers Are Focused On the Wrong Things
        • Marketing...It's About the Numbers
        • Top Benefits You Enjoy From a Mystery Shopper Audit
        • Colleges Without Market Research: Penny-Wise, Pound Foolish
      • 07
        • The Future of Content Marketing
        • Pokemon Go: Student Recruitment & Retention?
        • Whatever the Channel: Marketing Success Depends on 5 Factors
        • When Your Customers Aren't Your Customers - Social Media Pitfalls
        • Content Marketing Success
        • Why You Can't Afford to Pass on a Retention Audit
      • 08
        • Your Trouble With Adwords
        • You Can't Recruit & Retain if You Don't Know Your Audience
        • Facebook Live for Student Recruitment
        • How to Make Significant Improvements to Student Recruitment Results
      • 09
        • Why Facilitated Strategic Planning Workshops are Most Effective for Your College...
        • Video Marketing: Tips for Greater Success
        • The Details Are in the Plans
        • Digital Metrics: How Much is Real & How Much is Bullshit?
        • Video Content Marketing: Tips for Greater Success
      • 10
        • How You Can Enroll More Non-Traditional Students
        • Your Email Metrics Are Wrong
        • Too Much Content Too Much Waste
        • How Asking the Right Questions Can Increase Enrollments
        • Content Marketing for Higher Education Recruitment and Retention
      • 11
        • 5 Ways to Increase Graduate School Enrollments by Leveraging Data
        • Big Data, Predictive Analytics & Marketing Research Strike Out in Election 2016
      • 12
    • 2015
      • 11
        • Black Friday - Cyber Monday - Trends

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Direct Mail Tips for More Effective Student Recruitment

Jun 12, 2017

red mailbox direct mail.png

Research has shown that direct mail is very effective with millennials - but for many colleges, direct mail isn't all that effective.  Here are some tips that can help you increase the effectiveness of your direct mail efforts.

Let’s focus on direct mail used in the early stages of recruitment – specifically just after that prospective student makes themselves known to you but before they have started the application process.

Segment the list – be relevant.  Congratulations, you just got 100 prospective students asking for information about the program they are interested in.  But you are sending them the same package which doesn’t address their stated program of interest – instead it’s some generic copy about how wonderful your institution is and how you have ‘caring faculty and staff’ along with ‘more than 10 degree programs’.

Your first response needs to be about their program of interest and the benefits they will enjoy only through your program.  (See ‘Benefit-rich copy’ below.)  And make an offer that is relevant – make the offer more than “to apply now, visit www.schoolname.edu/apply”. 

What do they need at this point of their decision making process?  What about a “free simple checklist for identifying the right college and program” or “information about how to balance school, work and family” or “why they need an AACSB accredited program to help make your career goals come to life"?

Make sure everything works together.  All too often, direct mail turns into "...what else can we get into the envelope..." and the recipient winds up with a lot of unrelated papers that have no logical order/prioritization.  This tends to leave the reader overwhelmed, confused and uncertain about what they should do.  And that has a negative impact on your response rate - especially with adults who will then use their time to respond to someone else's more focused communication.

Use the Envelope for more than your logo, their address and a stamp.  Stand out from the other pieces of mail and entice the recipient to open the envelope!  Stop looking like another bill or those annoying letters from real estate agents and lawn service companies.  (Just kidding real estate agents and lawn service companies – love your stuff!)

Understand the power of a Johnson Box and P.S.  That copy at the top of the letter, before the greeting and body, is referred to as a Johnson Box.  Both the Johnson Box and P.S. help increase response rates – learn about them, test them and enjoy the benefits!

Understand the power of bold, underline, bullet points and color.  Make key copy points stand out for those of us that prefer skimming than reading the detail!

Benefit-rich copy.  Most write about features and fail to address benefits – and prospective adult students buy benefits because they are all about what’s in it for them.  Great to hear your program is AACSB accredited – but what does that mean to the student that will help them achieve their goals? 

Your offer - focus on one thing you want them to do.  All too often, we try to get everything into one letter and the end result is a confusing mess that the reader walks away from without having responded.  (This is repeated from earlier in this post because repeating the important stuff is another valuable technique for getting your message understood!)

Provide multiple ways to respond – and track them.  Make it easy for them to respond anyway they feel is best – phone, email, landing page, walk-in, response card – and make sure you can track it so you evaluate performance at the end of the day.  Check out this article.  (https://www.salesforce.com/blog/2016/06/phone-calls-customer-journey.html)

Use the opportunity to gather more information that helps you qualify and prioritize.  You start off with program of interest and desired start date – but you need more information to qualify and prioritize the lead.  For example, the individual has told you that they want to start your MBA program next terms but the program has admission requirements such as GMAT/GRE – have they taken the test? Did they earn a high enough score?  Have the registered to take the test in time for their desired start date? Or are they a little bit too optimistic?

Test. Test. Test.  Things change and you want to constantly find more effective and efficient ways to achieve your adult student enrollment goals – so test.  Try different sized envelopes. Different copy on the envelope.  Different copy in the Johnson box and P.S.  There’s a lot to test so do it properly so you can constantly improve!



Tags: Student Recruitment, Direct Mail
Category: Higher Education Marketing

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Patrick McGraw is VP of Higher Educaton Marketing Services and has more than 25 years experience in market research, competitive intelligence, business intelligence including database marketing and CRM, strategic planning, brand development and management as well as operations/campaign management. His work has consistently helped his clients and employers develop and implement more efficient ways to attract and retain profitable customers, enter new markets and launch new products. His areas of focus include the education, hospitality, travel and tourism, hi-tech, telecommunications, financial services, and retail industries on both the agency and customer sides.


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