By Kendell Shaffer
If you have seen a lot of mail from colleges coming for your high school junior, it’s most likely because they have just taken a PSAT or ACT. Colleges buy mailing lists from standardized tests. This is a way for lesser-known colleges to advertise to potential students. And a way for well-known schools to generate more applications which will then make their colleges more desirable and rank higher on lists like US News. This strategy began in the 1970s when the College Board agreed to sell names of students to colleges.
Sometimes the mail will seem personalized, noting the major your child is interested in. When the student takes the PSAT, they indicate their major of preference. This info is part of the info sold to colleges. Business schools can send mail to all potential business majors. Colleges also market to students based on their PSAT scores. So you may find that where University of Chicago is sending mail to a student who scored high on their PSAT’s their sibling who might have not scored so well is getting mail from lesser-known schools.
Is it important for your student to open this mail? Only if something about the school is intriguing. This could be an opportunity for your student to learn about a school they never have heard of. Otherwise, you are free to recycle the paper mail and delete the emails.
What if a specific school becomes aggressive in their mailings? The schools can be aggressive sending weekly emails with quizzes and activities to engage your child. They can ignore all of this. It will not make a difference if your student engages in these emails even if they plan to apply to that college.
Some college advisors suggest the student create a separate email address for all of their college related information. So before taking the PSAT help your student set up one of these emails. That way they can separate all the college-related email from their regular life email. If your student didn’t do this, then set up a folder with in their email box where they can store all the college-related emails. When they have downtime, they might spend a couple minutes looking at the emails, and then they can delete them.
Organization is important during the college search. Your student will also gather college brochures from tours and college fairs. So perhaps setting up a storage box and some filing folders will be a great way to store important items without them getting lost. You can toss the snail mail in there too.
The mail will slow down. It won’t be a solid two years of your mailbox being bogged down. But be on the lookout for those acceptance letters during the spring of their senior year. You don’t want to ignore those!