3. When it is difficult to get parent email addresses over the Web, try postal
    mail. Don’t forget to use your email results to make your direct mail more
    effective. For example, after sending a few prospect emails, download the
    names and addresses of those students who clicked and/or multi-opened. Send
    their parents a letter in the mail. Try addressing it to “Parent of <Susie
    Student>.” Pulling the addresses of only those students who clicked or opened
    multiple times allows you to target your direct mail to those who are truly
    interested, saving money in printing costs.

4. Make parent email addresses a mandatory field on your application (both
    print and electronic). Ask for parent email addresses at every opportunity. Ask
    when students come to campus to interview – their parents may be with them.
    Ask them directly. Weave it into overall recruiting strategy.

5. Start a newsletter for prospective parents. Let them know that parents are
    important to you. Ask faculty, program directors, and parents of current students
    to be guest columnists. Create a signup on your homepage or email preferences
    page especially for parents. Announce periodic chat sessions where prospective
    parents can call with questions.