Enhancing Student Acquisition with Data and Direct Mail

“We’ve helped institutions increase attendance at open days by over 30% through campaigns that combine direct mail with digital triggers — and those events have led to stronger application numbers down the line.”

by Paul Tyrrell

Over the past few years, I’ve worked closely with universities and independent schools across the UK, supporting them through the ever-changing challenges of student acquisition. While many institutions have pivoted heavily towards digital, one channel continues to deliver exceptional results — and is often overlooked: direct mail.

When combined with rich data, and as a key part of a broader media plan, direct mail becomes more than just a letter through the door. It becomes a targeted, personalised touchpoint that cuts through digital noise and connects with students and their families in a meaningful way. And right now, that matters more than ever.

Why DM Still Deserves to be Part of the Curriculum

We’re all familiar with the crowded digital landscape. Students are constantly served ads, notifications, and emails — and many of those messages go ignored. But physical mail still lands with impact. In fact, we see far higher engagement from students and their families when we run tactile, data-driven print marketing campaigns, compared to standalone digital outreach.

And it’s not just about sentiment . . . it’s about how smart decisions are made. Choosing a school or university is rarely impulsive — it’s considered, discussed, and debated at the kitchen table. That’s where print excels. A well-crafted prospectus, an invite to an open day, or other short, clear pieces of personalised content can sit on the side for days — reinforcing your brand without relying on transient scrolls or clicks.

The Role of Data: Precision Targeting, Not Guesswork

The strength of any marketing campaign lies in its targeting. That’s where data transforms direct mail from broad-based outreach into strategic engagement. We build profiles using postcode-level demographic data, household income bands, prior education trends, and lifestyle segmentation — reaching the right households at the right time, allowing institutions to be both relevant and thoughtful. We regularly produce campaigns that feature town or street names, local imagery, subject-specific messaging, and QR codes that drive recipients to personalised landing pages. It’s seamless, and more importantly, it converts.

For example, if you’re trying to attract Year 10 and 11 students from feeder schools outside your usual catchment, we can pinpoint the right addresses and tailor messaging accordingly. It’s data-led decision making – homework, not guesswork.

Integrated Campaigns Work Harder

While we’ll always champion direct mail as a powerful channel, we recommend using DM as part of a broader student recruitment campaign. When it supports, and is supported by, digital channels — such as social, out of home, online display or email follow-up — we see conversion rates rise. That’s because each channel reinforces the message of the others, helping prospective students (and their families) move through the journey with confidence. We’ve helped institutions increase attendance at open days by over 30% through campaigns that combine direct mail with digital triggers — and those events have led to stronger application numbers down the line.

Direct Mail Is Not a Step Back — It’s a Smarter Step Forward

In education marketing, there’s sometimes an assumption that print is outdated or too costly to justify. However, when targeted properly, direct mail is one of the most cost-effective ways to generate real results — especially when recruitment goals are high and competition is intense.

In truth, institutions that use data and direct mail in tandem aren’t going backwards — they’re making smarter decisions. They’re getting in front of the right families, at the right time, with the right message. That’s how you build trust. And what does that lead to? That’s right, enrolments. Go to the top of the class.

Want to learn more about how we support universities, schools and colleges with data-led student recruitment campaigns?

Get in touch to find out how direct mail can give recruiting your next intake a genuine edge.