About the Episode
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About the Episode:
In this episode of The Hidden Gem, host Maya Demishkevich dives into the evolving role of direct mail in higher education marketing with Eric Webb, an expert with over 20 years of experience in direct mail and direct marketing. They discuss how integrating direct mail with digital strategies can drive enrollment, the importance of personalization, and why tangible mail pieces can create deeper connections with prospective students. Whether you're a seasoned marketer or exploring new tactics, this episode is packed with actionable insights for leveraging direct mail effectively.
Key Takeaways:
- Learn why direct mail remains relevant in an increasingly digital world, with higher response rates and stronger engagement compared to email and online ads.
- Discover how combining direct mail with digital campaigns boosts response rates by over 20% through integrated targeting and tracking.
- Understand the importance of personalization and creative formats in making direct mail memorable and impactful for prospective students.
- Find out how institutions can use tools like augmented reality, QR codes, and specialized lists to measure and enhance the effectiveness of their mail campaigns.
- Get practical tips on avoiding common pitfalls, such as underestimating the importance of data, creative design, and the timing of campaigns.
Tune in to learn how to do direct mail the right way and why it’s still a valuable tool in the marketing mix for community colleges and beyond!
Data & Marketing Association: https://dma.org.uk
Episode Summary
Why Direct Mail Matters in Higher Education
Despite perceptions that direct mail is outdated, Eric Webb illustrates its enduring relevance, particularly in student recruitment. Mail has become more personalized, with higher emotional impact and response rates than email. In today’s digital overload, direct mail cuts through the noise by offering a tactile experience. According to studies from the Canadian and U.S. Postal Services, direct mail leads to a 43% online purchase rate and 54% social media engagement.
Eric highlights the synergy between mail and digital marketing. When integrated, campaigns using both channels outperform standalone efforts, driving significant increases in website visits, leads, and registrations.
Building the Foundation: Lists, Offers, and Creative
The success of any direct mail campaign begins with a solid foundation:
- Lists: Accurate and up-to-date lists are essential. Eric recommends working with a reputable list broker to ensure high-quality data. He emphasizes the importance of understanding how lists are sourced and the frequency of updates to minimize waste.
- Offers: A compelling offer tailored to the audience is the second most critical element. For example, a campaign targeting minority students with financial aid options led to a 1700% increase in registrations.
- Creative: Eye-catching, interactive designs keep recipients engaged. Formats like fold-out brochures or augmented reality can transform mail into a memorable experience. Eric underscores the potential of creative mailers to build emotional connections that digital ads often lack.
Integrating Direct Mail and Digital Marketing
Eric suggests integrating direct mail with digital efforts to amplify results. For example:
- Use QR codes, custom landing pages, and personalized URLs to track engagement.
- Combine direct mail with targeted digital ads across platforms like Facebook and Instagram.
- Leverage marketing automation to nurture leads and time campaigns effectively.
By tying direct mail to CRM data, institutions can refine messaging, improve targeting, and reduce costs over time.
Optimizing for ROI
To achieve the best ROI, Eric advises a tiered approach:
- Begin with cost-effective digital efforts to engage initial leads.
- Use direct mail to nurture prospects who show interest but haven’t converted.
- Personalize mailers based on CRM insights, using tools like lead scoring to ensure precise timing and targeting.
Mail campaigns should focus on delivering high-impact, trackable results, supported by regular list cleansing and analytics.
Make Direct Mail Part of Your Strategy
Direct mail is far from obsolete—it’s a science and an art. By investing time in strategy, creative design, and integration, higher education marketers can unlock its full potential. As Eric Webb aptly concludes, don’t just do it—do it right.
Connect With Our Host:
About The Enrollify Podcast Network:
The Hidden Gem: Marketing Community Colleges is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Visionary Voices: The College President’s Playbook and Confessions of a Higher Ed CMO.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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