Where Direct Mail Fits in the Modern Enrollment Mix

Direct mail is not dead. Most institutions just stopped using it strategically. I talked with Dylon Jones from Spectrum Marketing Companies about how direct mail actually works in higher ed today. Key takeaways for enrollment and marketing teams • Direct mail fails when strategy fails. Not the channel. • The biggest mistake is sending one piece and expecting results. • A strong baseline is 3 mail drops across 3 months. • Mail must drive to a targeted landing page, not your homepage. • The best campaigns integrate mail, digital ads, and admissions follow-up.• Start with parents early in the recruitment cycle, then shift messaging to students later. Direct mail should never live on an island. It works best as part of a multi-touch strategy. Contact Dylon if you need help via [email protected] or cell 806-500-9880. Follow Education Marketing Leader and subscribe so you do not miss the next episode. 🎧