Direct mail remains one of the most reliable ways for education institutions to reach the people who matter most: prospective students, parents, alumni, donors and local communities. When it’s targeted, timely and well executed, physical mail lands at more doors, lasts longer on the kitchen table and drives measurable action. Here’s a practical guide to getting direct mail right for your school, college or university.
Start with clean data
Good campaigns begin with good data. Clean duplicates, correct addresses, suppress opt-outs and enrich records with simple segmentation fields (year group, course interest, alumni donor tier, geography). Accurate data reduces returned mail, cuts wasted postage and improves response rates — and it’s a GDPR must.
Segment and personalise
Don’t send the same message to everyone. Segment by audience and tailor copy and creative to their needs. For example:
-
Prospective students: prospectuses, course guides, and open-day invitations with PURLs (personalised URLs).
-
Parents: term-start packs, fee reminders, exam result mailings.
-
Alumni and donors: fundraising appeals, event invites, career-network updates.
Personalisation doesn’t end with a name — use variable content to show relevant courses, campus locations or donor impact to make the piece feel bespoke.
Design for action
The outer envelope or first spread should make the offer or next step obvious. Use a single, clear CTA — a QR code, a PURL, a dedicated phone number or a promo code — so responses are easy to track. Strong branding, concise headlines and a clear value proposition (scholarships, open-day dates, exclusive alumni events) help convert interest to action.
Combine mail with digital
Track and nurture responses by combining mail with digital touches. A prospectus pack can include a PURL that leads to a personalised landing page; follow up with email reminders, targeted social ads or SMS. This joined-up approach improves attribution and lifts conversion.
Test, measure and iterate
Run a small pilot before a full-scale send. A/B test headlines, formats (postcard vs. pack) and CTAs to see what works. Use unique tracking methods — PURLs, QR codes, dedicated phone numbers — and feed results back into your CRM to refine future runs.
Choose the right format and postage
Match format to objective: postcards work well for quick reminders or open-day invites; multi-item packs suit enrolment and welcome kits. Consider postage options carefully — first-class for urgent, tracked items; bulk postage for cost sensitive, planned campaigns. We can help model cost versus expected response.
Mind compliance and sustainability
Document your lawful basis for processing, keep suppression lists up-to-date and provide clear opt-outs. Also consider sustainable choices: FSC paper, recycled stocks and minimal packaging — small changes that reflect well on your institution.
Use partners who understand the education cycle
Term dates, exam windows and application deadlines are non-negotiable. Work with a mailing house that understands the academic calendar, offers fast turnarounds and provides transparent reporting so you can justify budget and demonstrate ROI.
How Herald Chase can help
Direct mail still works when it’s smart, targeted and measured. If you’d like a tailored plan for your institution — from prospectus mailings to alumni appeals — book a free campaign review with our education team at www.heraldchase.com and we’ll map out a practical, costed approach.
