Naval Academy it’s obvious since they don’t even charge tuition. But most good schools have way more applicants than they have openings. So the benefit isn’t getting one more tuition check, it’s improving the quality of the applicant pool, to get better students, move up in rankings, etc.
Previous Message
I'm sure there is a list of everyone who has taken the PSATs and some schools probably just send to everyone on that list. I'd guess they aren't being strategic.
Tooldresser above is right about the cost for a mass mailing, it's pretty low all things considered. The ROI after a handful of kids pick your school and pay 4 years tuition has to be pretty high. So they just send to everyone.