Case Study: Leading Private Research University boosts response rates and saves over $100k with RR Donnelley variable print

Personalized Mailer Becomes Centerpiece of Campus Culture

Leading Private Research University needed a way to stand out in the mailbox and improve recruiting results from a list of 600,000 prospective students, where historical response rates were only 1–2%. The university turned to RR Donnelley for help with variable print and personalized direct mail.

RR Donnelley created a personalized mailing package that included a custom letter and an oversized poster featuring each student’s name within an inspirational quote, while also reducing postage costs by shrinking the envelope size. The campaign delivered more than $100k in annual savings and boosted response rates to 10–15%, a 650% increase over the prior year, while the poster also became a lasting part of campus culture.