(Bloomberg) -- Yale University said its applications dipped after the school sent fewer mailings to high school students.
The Ivy League school in New Haven, Connecticut, received 30,227 applications for the freshman class entering in the fall. The pool, its second-highest total, represented a 2 percent decline from the year before.
Yale sent 20 percent fewer promotional “viewbooks” to students with high exam scores, preferring to target those who had expressed an interest in attending, said Jeremiah Quinlan, dean of undergraduate admissions. Yale’s approach counters the trend of c
olleges deluging teenagers with marketing solicitations, including offers of application extensions.
“Yale restrains its marketing efforts in an effort to focus attention on the most competitive potential applicants,” Quinlan said in an e-mail. “We focused our efforts on expanding our successful targeted mailing campaign to high-achieving, low-income students.”