We send a lot of direct mail. Millions of pieces go out every year for our colleges and universities.
With clients who are constantly forced to do more with less and rising postage rates, it’s our responsibility to make sure that our schools get the best return on their direct marketing dollar.
With that it mind, we’ve created a value based framework for factoring which students should receive print mail.
The Value-Based Direct Marketing Framework
How to Use the Direct Marketing Framework
The dimensions of the framework are expected retention rate (ETR) and response rate. Low to medium ETR students do not get a mailing, but may receive an email instead. Since the return on your enrollment marketing investment will be low, you should waste valuable dollars on them. High predicted ETRs and low Low expected response rates do not receive direct mail either.
The logic here is simple. If students are not going to reply, don’t reach out them.
On the other end of the spectrum, high expected response rates get priority for direct mail pieces. Lower predicted ETRs still receive mail, but it should be your most cost-effective piece.
By focusing on the students who are most likely to respond you can cut your marketing budget, or use the extra dollars to create mind-blowing work that creates a full experience for the student or parents.
In summary, look at the value of your students and determine which are likely to reply to your direct marketing. Students are unlikely to enroll, graduate or respond should receive no direct mail or should only receive emails.