In this week’s Labs List, we address a big topic – Direct Mail. We attempt to answer a couple important questions: Does it drive applications? Probably. Is it worth the cost? Probably not.
Read the attached Labs List for more details.
Capture tried to help campaigns by sending targeted direct mail to more than 97,000 students. Effort yielded some positive results, but not the kind of results we were expecting. Direct mail appears to have influenced some students to apply, but only very few, and at a high cost.
- On average it took sending direct mail to 4,000 additional students to gain one additional applicant.
- Or for the 97,406 students we targeted with direct mail this spring and for the 235 who applied, we estimate that we picked up about 25 additional applicants who wouldn’t have applied anyway.
- Considering each direct mail piece costs about 76 cents for printing and mailing, that’s approximately $75,000 for the additional 25 applicants.