Online university wanted better response from closer integration of direct mail and email promotions

Capella University, a global on-line university, is the second largest on-line university in the world and has students in all 50 States and in over 50 countries worldwide. Email campaigns and traditional marketing channels were not driving the number of inquiries desired. Here is how we approached a solution:

• Increase total inquiries through integration of both Direct Mail and Email campaigns as well as peripheral marketing channels
• Lower the cost per inquiry

• Develop a complete Direct Marketing circulation plan
• Obtain new prospect list source
• Refine list selections
• Employ innovative list alternatives outside current niche targets

• On-going successful integrated direct mail campaign
• Personalized letter

• Inquiries have increased
• Response rates remain strong
• Annualized cost per inquiry have been reduced by 86%

The personal letter that also shows a testimonial is a very powerful combination that has worked well for Capella. If a future student was hesitant about using an online college program, the testimony helps them visualize that they can be successful too.