I always preferred mail that seemed more personal, not just some gigantic booklet. After being accepted to Northeastern (not attending), they kept mailing me every single day, and all of their mail would basically be advertisements. I understand that Northeastern is a large school and they aren’t able to personalize anything, but it was really annoying. They also sent me materials telling me to look at things online that didn’t exist. They sent me emails telling me to do things, and then the website wouldn’t work.
I really loved the schools that would send me mail that was actually relevant, and contained information about the college. (Not just, yay go to northeastern because no reason, just go!) I thought the appearance and ease of the website was very important. I thought any colleges with websites that were very difficult or ugly or had little information would probably be annoying to attend, since I would then be dealing with that website for the next four years.
Many times I felt uncomfortable when the colleges would call me. I felt like I was being put on the spot, even though they just wanted to answer any questions that I might have. I really liked the colleges that were extremely accessible. That if I wanted to talk to a real person, I could be able to.
The common app was terrible… I felt like a liar since I was putting all of my extracurriculars and it looked like I was only doing things for college applications, when in fact, I did things because I wanted to. I also wasn’t able to put all of my accomplishments on the common app, since the character space was limited. Or explain any of my activities. And I also felt that all of the stuff I had focused on in school didn’t matter. None of that mattered, it just wasn’t important. All that mattered were the essays and teacher recs. So I guess it’s important to have good relationships with your teachers.
My guidance counselor wasn’t able to help me, since most people around where I live don’t know anything about colleges out of state.
I felt like the most important thing that I missed was organization. Many colleges had interview deadlines hidden deep within their websites that I had missed. I only learned of them months after they had passed.
EDIT: In addition, it’s very important for colleges to be organized. One of the colleges I applied to had a week delay between acceptance and financial aid information. By the time I got my aid package, I already had my heart set on another school.