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, ...