Direct Mail vs. Email: Which is best for reaching potential students?

Do high school students actually read physical mail from colleges sent to their homes?

While 80 percent of students opening mail sent to their homes may seem substantial, if you combine those who don’t engage with it, or even throw it away unread, you see that more than seventy percent will not take action based on pieces sent to their homes. Fewer than 20 percent say they will sometimes respond to physical mail, and, considering the expense involved, this tactic alone likely won’t provide the best ROI for higher education marketers.

Email might be a better option.

Almost 20 percent of high school students we surveyed reported not receiving emails from colleges, which is an opportunity lost for engaging with potential enrollees. However, the percentage of students who sometimes respond to email is higher than with postal mail. Since the investment for emails is less expensive per piece, the tactic offers an attractive ROI advantage over physical mail.

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