Douglas Olsen
Universities send out mail to prospective students for a variety of reasons, primarily to encourage them to apply and enrol. This mail can take the form of emails, brochures, postcards, letters, and text messages. While universities may personalise the mail they send out, this does not necessarily mean that the student is being personally recruited. Students who take the PSAT, SAT, or ACT and meet certain requirements may receive mail from universities. This mail is often sent out as part of a marketing strategy, with universities targeting students they think will be a good fit.
| Characteristics | Values |
|---|---|
| Who sends out university mail | Admissions officers/admissions teams |
| Who receives university mail | Prospective students who meet certain requirements, e.g. minimum scores on standardized tests |
| Purpose of university mail | To encourage students to apply, to increase the number of applications, and to drive down acceptance rates to improve college rankings |
| Types of university mail | Emails, brochures, postcards, letters, text messages |
| Content of university mail | Information about the university, student experiences, and the enrollment process |
| Frequency of university mail | Emails may be sent as part of a sequence during each phase of the enrollment process |
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What You'll Learn
Emails vs brochures
Universities and colleges often send out emails and brochures to prospective students. While both are valid ways of communicating with potential applicants, there are some key differences between the two. Emails are a quick and easy way to reach out to students, and can be used to convey a variety of messages, from providing information about the university to encouraging students to enrol. They can also be automated and sent out in sequences, making them a convenient option for universities. However, it is important to craft emails carefully, ensuring they are professional, concise, and personalised, to stand out from the many other emails admissions teams receive.
On the other hand, brochures are physical, tangible items that can be sent via snail mail. They often contain glossy photos and promotional content, showcasing the university's campus, students, and faculty. Brochures may be seen as a more traditional form of communication, but they can still be effective, especially for students who prefer a physical booklet over online information. Brochures are usually sent to students who have indicated an interest in receiving mailings from colleges, such as through standardised test registrations or online forms. While some highly selective colleges may send out fewer brochures due to cost, many universities continue to invest in these mailings.
One advantage of brochures is that they can be kept and referred to, whereas emails may be quickly scanned and forgotten. Emails, however, allow for more personalised and direct communication, and can be used to build a relationship with prospective students over time. Emails are also more environmentally friendly and cost-effective, especially considering the printing and postage costs associated with brochures.
While universities may use both emails and brochures to reach prospective students, it is important to consider the advantages and disadvantages of each medium. Emails may be more versatile and cost-efficient, but brochures can offer a physical reminder of the university and its offerings. Ultimately, the most effective approach is likely a combination of both, utilising the strengths of each to create a well-rounded and engaging enrolment journey for prospective students.
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Personalised content
Students often wonder why they are receiving emails and brochures from universities. In most cases, students receive an email from a college or university after they've taken a standardised test like the PSAT, SAT, or ACT. When students take these tests, their information is sent out to schools across the country. Schools pay to get the names of students that meet certain requirements so they can send out mass advertising emails. This means that many other students are getting similar emails and mail. Therefore, while it might seem like you are being singled out by a college, this isn’t usually the case.
However, there are some instances where an email from a college might be more serious. For example, if you get an email after going to a job fair and meeting an admissions representative, after an in-person tour of a campus, or after an interview at a college, then the email might be more personalised. If the letter seems more targeted at you, then ask for more information about the school. This way, colleges know you’re interested in them.
Additionally, students who score above a certain threshold will receive more personalised emails and physical mail from schools. For instance, a student who scores 1400 or above on their PSAT could be sent a personalised email or letter from a college. Again, getting an email doesn't mean that your score is exceptional, but it does mean you’ve met a certain threshold. Even if you did get a good score, it doesn’t guarantee that you’ll be contacted by email. Schools can’t send out emails to everyone, so they also consider other factors, like self-reported GPA.
It's important to note that colleges could be sending you valuable information, so it's worth spending some time reviewing their emails and brochures. Look at the photos, read the content, and see if any keywords or graphics resonate with you. Do they seem to value the same things you value in your education? What is the focus of their marketing? If you don’t care for a school, you’ve only lost a few minutes of your time, but if you learn something new and exciting, you may have found a great option for your further education.
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Marketing strategies
One common method is to target students who meet certain requirements, such as those who have taken standardised tests like the PSAT, SAT, or ACT and scored above a specific threshold. Schools obtain the names of these students and send out mass advertising emails or physical mail. While this may seem personal, it is important to note that many other students are receiving similar communications.
Universities may also send out emails to students who have shown interest in the school, such as through campus tours or interviews. These emails can be more personalised and targeted, indicating a more serious interest from the university.
To stand out, universities should create engaging email journeys with clear calls to action. Emails should be concise, interesting, and provide compelling reasons for students to choose their program. Sharing student experiences and testimonials can also be effective in social proof. Additionally, universities should consider sending text messages and utilising other communication channels to reach prospective students effectively.
It is worth noting that while marketing strategies aim to generate interest, receiving brochures or emails from a university does not guarantee admission. Universities send out these communications to a broad range of students to encourage applications and improve their enrolment yield.
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Student requirements
When emailing a university admissions officer, it's important to be respectful of their time. Emails should be concise and straightforward, with a clear reason for getting in touch. Admissions teams receive hundreds of emails a day from prospective students, so it's important to get to the point. It's also a good idea to research your questions thoroughly before reaching out, as the answer may already be available on the university's website.
When it comes to the tone of your email, it's important to maintain a professional and mature demeanour. Avoid slang and abbreviations, and try not to email admissions officers every day. It's also polite to give them the option to call you and provide your mailing address and phone number at the end of your email.
Now, if you're asking about the requirements to be accepted onto a university mailing list, that's a little different. In most cases, students are added to a university mailing list after taking a standardised exam like the PSAT, SAT, or ACT. Universities will pay to receive the names of students who meet certain requirements, such as a minimum score on these exams. This means that, while it might seem like a university is singling you out, you're likely one of many students receiving similar emails and mailings.
It's worth noting that being on a university's mailing list doesn't necessarily mean you're being personally recruited. It's often a marketing strategy to drive up interest in the university and increase the number of applications they receive. However, if you receive a handwritten note or a personal letter from a coach discussing recruitment for a sports team, for example, then it's more likely that you're being specifically targeted.
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Nurturing relationships
Universities often send out brochures and emails to students who meet certain requirements, such as a minimum score on a standardized test like the PSAT, SAT, or ACT. These communications may be personalized, but more often they are mass mailings sent to students who fit a certain demographic or express interest in receiving mailings from colleges. While receiving a brochure or email from a college does not indicate that the student is being personally recruited, it can be a positive sign and a chance to further develop the relationship.
To nurture these relationships, universities should continue sending emails throughout the enrollment process, sharing stories from current students and highlighting what makes their program unique. Emails should be concise, straightforward, and provide clear and precise information that is useful to prospective students. It is also important to respect the time of admissions officers by limiting the number of emails and doing thorough research before reaching out with questions.
Prospective students can also take steps to nurture relationships with universities by responding to emails and expressing interest in the school. It is recommended to spend at least 90 seconds with each piece of mail, considering whether the content resonates with your values and goals for your education. If you are interested in a school, you can send a polite and professional email to an admissions officer, providing your contact information and any clarifying questions you may have about the program.
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Frequently asked questions
University mail for prospective students is typically sent out by the marketing team.
Universities send mail to prospective students as a marketing strategy to increase the number of applications they receive.
Universities send emails and physical mail, such as brochures, postcards, and letters, to prospective students.
Universities typically send mail to prospective students during the enrollment process and after taking standardized exams like the PSAT, SAT, or ACT.
To stop receiving university mail, look for “unsubscribe” links at the bottom of emails or contact the university directly to remove yourself from their mailing list.
