Each year at CSM, we do focus groups with high school students. Based on what these students tell us, we modify and adjust our recruiting material. Now we could always do a better job with our material, but by staying focused on students, I think our material is more effective than it otherwise might be. Make certain your material is focused on the student, and it will be more effective. Direct mail has a thousand and one formats just look in your mailbox.
Some direct marketers use oversized and unusual letters, while others use just a postcard.
Some write lengthy, multi-page letters. If you're just starting to use direct mail, you may not know and it isn't important at this stage. It's more important to be willing to experiment and adjust your direct-mail approach based on results than to worry about picking exactly the right way the first time. Even if you have been using direct mail for a while, there may be better ways to do it. And remember that students change.