In today’s increasingly digital world, colleges and universities must utilize a variety of marketing strategies to reach prospective students. While digital marketing is essential, traditional methods like direct mail and variable print continue to play a crucial role in comprehensive marketing campaigns. Here’s why these methods are important for higher education marketing:
Tangibility and Personalization
Variable print offers a tangible connection that digital mediums often lack. A physical piece of mail can be held, examined, and saved, providing a lasting impression. With variable print technology, institutions can personalize each mail piece to include the recipient’s name, interests, and specific information about programs or events. Personalization can significantly enhance engagement and response rates. According to the Data & Marketing Association (DMA), personalized variable print mail typically achieves a response rate of 4.9%, significantly higher than non-personalized mail.
Higher Response Rates
Variable print mail consistently outperforms many digital channels in terms of response rates. According to the 2021 DMA Response Rate Report, variable print mail to internal lists boasts a response rate of 9%, while prospect lists see about a 5% response rate. In comparison, email marketing averages a 1% response rate, and social media ads hover around 0.6%.
Impressive Return on Investment (ROI)
The ROI for variable print mail is noteworthy. A report by the Association of National Advertisers (ANA) indicated that variable print mail to inquiry lists delivers an ROI of 29%, comparable to that of social media (30%) and paid search (23%). This high ROI demonstrates the cost effectiveness of variable print mail in converting interest into applications and enrollments.
Enhanced Engagement
Variable print mail has a unique ability to engage recipients. A study by Canada Post and True Impact Marketing found that variable print mail requires 21% less cognitive effort to process than digital media, making it easier to understand and more memorable. Additionally, 57% of respondents said that they feel more valued when they receive personalized mail, enhancing their overall engagement with the institution.
Synergy with Digital Channels
Variable print mail does not have to work in isolation. When integrated with digital strategies, it can amplify the effectiveness of a marketing campaign. According to a study by USPS, campaigns that combine direct mail with digital elements experience a 39% increase in response rates compared to using digital-only approaches. This synergy helps create a seamless experience for prospective students, guiding them from initial contact to application and enrollment.
Building Trust and Credibility
In an era of digital overload and online scams, variable print mail can help build trust and credibility. A physical mail piece from a reputable institution can reassure recipients of the legitimacy and seriousness of the communication. According to the United States Postal Service, 70% of consumers feel that variable print mail is more personal than online interactions.
Why You and Your Institution Should Care
Variable print marketing offers a unique blend of personalization, tangibility, and high engagement, making it invaluable tool for colleges and universities. With impressive response rates and ROI, these methods can effectively complement digital strategies, enhancing overall marketing efforts and drive student recruitment. In an increasingly competitive landscape, leveraging the strengths of both variable print and digital channels can provide institutions with a significant advantage in reaching and enrolling prospective students.
Written by: Mondy Brewer
Mondy Brewer has more than 30 years of experience in a variety of higher education posts. He has held roles in admissions and marketing communications, served as Vice President for Enrollment Management and Vice President for Student Success, and has extensive experience as a higher education consultant, specifically in enrollment management. Mondy has also served as a faculty member teaching as an Assistant Professor of Leadership in Business. Mondy holds a Doctorate in Leadership with a specialization in higher education administration, and two master’s degrees—one in management and one in education.
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