8 Direct Mail Strategies to Boost Prospective Student Engagement

7/27/2025 Jeff Fanter

Mom and son celebrate good news college admission via mail

According to the Western Interstate Commission for Higher Education, the number of U.S. high school graduates is expected to decline by approximately 5.5% from 2025 to 2030. Meanwhile, Common App data shows that first-year college applications have increased 5% year over year, with Spark451 reporting that 45% of students applied to 10 or more schools last year. The result? Fewer students applying to more schools — creating greater urgency for higher education institutions.

With more college options available and decision timelines stretching later, admissions teams must work harder and earlier to capture attention, build trust, and stand out. On the one hand, there are fewer students to recruit. On the other hand, each student now receives more attention from colleges than ever before. Smart, strategic outreach is no longer optional — it’s essential.

Looking beyond email

Email remains a critical channel, but on its own, won’t keep your institution top of mind, especially if your digital-only approach leaves out parents, who are more often than not the financial decision-makers. If your outreach looks like everyone else’s — or worse, is confined to a crowded inbox — you risk being overlooked.

Incorporating direct mail into an omnichannel strategy

Direct mail should be more than a backup plan, as it’s a proven way to complement and amplify digital communications. However, to be effective, it must be used intentionally as part of an omnichannel approach. Here are the eight best practices to consider:

1. Personalize to connect

Generic postcards often won’t move the needle. Use first-party data to tailor your message to the individual student’s interests, region, or intended field of study. This kind of personalization creates a sense of connection that encourages action.

For example, RRD recently helped a leading university mitigate personalization errors in its admissions packets, including mismatched student data and inefficient manual workflows. The result? The elimination of manual errors and significantly improved workflow efficiency — allowing the school to deliver personalized admissions packets at scale.

2. Speak to the decision-makers

Your audience isn’t just the student — it’s the household. Parents often drive discussions about affordability, location, and outcomes. A 2024 EAB survey found that 73% of parents want direct communication from colleges during their child’s search process. A direct mail piece that speaks to both students and their families can resonate on multiple levels, sparking conversation around the kitchen table.

3. Coordinate your message across channels

Direct mail works best when it’s part of a larger campaign. Reinforce your message through email, paid social, display ads, and SMS, all timed to coincide with mail delivery. When students and parents see a unified message in multiple places, it strengthens recall and trust.

Recent research supports this synergy: The Spark451 student recruitment study also found that direct mail was the second-most preferred communication channel among students, and 55% of parents said it was the most memorable outreach they received. Print gets noticed — especially when supported by digital.

4. Optimize timing with data triggers

Trigger-based campaigns enable you to send follow-ups based on real engagement. Did the recipient scan a QR code? Visit a personalized URL? Use these signals to deploy second or third mailers, ideally with escalating content that drives deeper engagement rather than repeating the same message.

5. Design with intention and differentiation

Many mail pieces blend and get lost — especially glossy postcards featuring a campus photo and students under a tree. Design your piece to “own the mailbox.” Whether it’s oversized, oddly shaped, or creatively folded, visual and tactile differentiation helps your message stand out. Just as important: your message should tell a real story, not just promote a tagline.

6. Emphasize value and outcomes

Don’t bury key facts in fine print. If you offer generous financial aid or career-ready programs, state it clearly but avoid vague phrases like “millions in aid.” Instead, highlight real examples of affordability and impact, like average student debt, graduation rates, or job placement stats. Parents, in particular, are looking for proof of ROI.

7. Extend the shelf life

Unlike emails, physical mail lingers. A well-designed piece may be pinned to a bulletin board, stuck to the family fridge, or revisited weeks later. That staying power is valuable. Build your content and design knowing it could serve as a long-term reminder of your institution’s offerings.

8. Measure and adjust

Modern print campaigns aren’t a black box. With today’s technology, you can integrate digital tracking, use print-to-digital platforms, and view campaign performance in real time through dashboards. This visibility lets you optimize campaigns while they’re in flight and make smarter decisions for the next cycle.

For example, RRD helped one school deploy an omnichannel approach — supported by a user-friendly dashboard that simplifies tracking and measuring ROI.

Don’t leave an A+ opportunity on the table

As the enrollment cliff nears and competition intensifies, institutions need every advantage to reach and convert the right students. Direct mail, done strategically, can be that advantage. It can break through digital fatigue, engage the full household, and reinforce your brand in a lasting, tangible way.

The key is partnering with a provider who understands the education landscape and brings proven expertise in integrated, omnichannel strategies that connect with students and parents early, clearly, and personally.

As a parent who recently had two children go through the recruitment process, I saw firsthand how impactful this channel can be. My son and daughter received stacks of mailers from hundreds of schools, many of which they’d never heard of and hadn’t expressed interest in. One school sent my son 11 pieces of direct mail over just a few months. While not every piece stood out, the presence and persistence of those physical touchpoints made an impression. When done well, direct mail doesn’t just inform — it resonates.