Talking about “snail mail” as an effective recruitment strategy is sure to raise an eyebrow or two, but don’t discount its benefits and the value it adds. In the second half of this year’s recruitment cycle, admissions offices are thinking more about acceptance letters, open house invitations and financial aid packages — all traditionally print recruitment pieces — that still work according to Deliver Magazine.
In the article “Making sense of the Millennials” by Allan Nahajewski, Millennials don’t mind direct mail. According to one study, Millennials say 75 percent of the mail they receive is valuable, and 73 percent of them have used direct mail coupons.
With this in mind — what’s the most effective way to use direct mail? The answer is: through an integrated marketing plan. According to Eric Cosway of QuantumDigital, “Marketers need to think strategically about using direct mail to drive Millennials online, then provide ways for them to share content with their own sphere of influence.”
Direct mail also provides a level of credibility to multimedia marketing campaigns that other channels still cannot claim, says Nahajewski. Consultants and CMO’s interviewed throughout the article agree that Millennials are suspicious of mass marketing and digital spamming. The solution to ease their minds is simple — use a voice that’s authentic and a message that’s targeted and personalized.
Read more about our authors. Annemarie Nagle is the Senior Marketing Executive for TargetX. Annemarie knew she had a passion for admissions and recruiting as a student tour guide. Since then, she has worked in higher education as an admission counselor and a dual role recruiting students and managing marketing communications.