We encourage you to analyze the results of your Search campaign to determine how effective the program is for you, and how to broaden or refine your criteria in the future. For example, our users report that Search campaigns that include postal and email correspondence have a much higher rate of response than postal-only campaigns.
When you calculate your response rates, be careful to include all Search respondents, and not just those who reply using response media provided in your correspondence. Increasingly, students respond to Search correspondence by visiting college websites and completing inquiry forms or online applications not linked to Search mailings. In order to accurately evaluate the effectiveness of your Search campaign, we recommend that you match your original Search output with your entire prospect and applicant pools at the end of your recruitment cycle, rather than comparing your Search volume with the volume of reply cards or completed "tracked" Web response forms you receive.