How do colleges determine who to send mail to?

I've been receiving a lot of promotional materials from various colleges, and I'm wondering how exactly they decide who to send them to. Do they consider our standardized test scores, or is it tied to something else? If anyone knows, please let me know. Thanks!

Colleges and universities often use multiple sources to identify prospective students for their marketing efforts. Some of these sources include:

1. Standardized Test Organizations: Many colleges purchase mailing lists from organizations that administer standardized tests, like the College Board (SAT, PSAT) or ACT. When you take these tests and indicate your interests or potential fields of study, you may end up on the mailing list for colleges that offer relevant programs. It's important to note that your scores don't necessarily need to be high for a college to send you promotional materials, as they may be trying to encourage a wide range of applicants.

2. College Fairs and Information Sessions: When you attend college fairs or information sessions and provide your contact information, colleges often use this data to follow up with more information and promotional materials.

3. Online Interest Forms: When you visit a college's website and complete an interest form, you're essentially giving them permission to send you more information. This helps colleges tailor their communications to you based on your demonstrated interest and the details you provide in the form.

4. Extracurricular Activities and Competitions: Colleges may also access mailing lists from organizers of certain extracurricular activities, academic competitions, or leadership programs that they believe align with their institutional values or academic offerings.

5. High School Counselor Recommendations: In some cases, high school counselors may share contact information for students they believe would be a good fit for certain colleges, but this practice varies and confidentiality should be maintained.

It's important to keep in mind that receiving promotional materials doesn't guarantee admission or indicate that you'll be a strong applicant for a particular school. Colleges use these marketing efforts to raise awareness and increase the number of applicants. Ultimately, it's up to you to research each school thoroughly to ensure it meets your needs and preferences, and to put your best foot forward in the application process.