When is a Past Inquiry Still Worth Pursuing?

Just because a prospective student doesn’t begin to move forward through the enrollment process at first, doesn’t mean that individual won’t at some point.  So, how do you continue to nurture that prospect to get to that point?

We recently teamed up with our colleagues at Leads360 and Neustar® (formerly TARGUSinfo) to publish a joint white paper on the benefits of an inquiry nurturing program.  In the white paper, we cover the tools, channels and messaging you should be using to reengage prospective students, and ultimately when, how and at what frequency you should be reaching out.

Schools that rely on a regular, rules-driven inquiry nurturing program can leverage their existing inquiry pool to drive more enrollments more cost effectively. The trouble is that not enough schools realize the power of inquiry nurturing programs, either that, or they simply think it is easier to buy new inquiries rather than reengage the ones they already have in their databases.

We surveyed numerous private sector schools to learn to what extent they nurture existing inquiries, and at what point they stop pursuing them.  Here is what we learned:

  • Approximately 33% think it is easier to buy new inquiries rather than nurture stale ones, while almost 10% think it is a toss-up.
  • Almost 35% stop contacting inquiries within the first 90-days, while more than 60% halt outreach after 90 days.
  • Just over 38% don’t have a formal process in place for nurturing stale inquiries.
  • An overwhelming 76% indicate that their inquiry nurturing programs are irregular and difficult to track from an ROI perspective.

The bottom line is that schools shouldn’t be too quick to discredit an inquiry if that individual doesn’t respond at first.  There are probably a variety of reasons why that person didn’t pursue the enrollment process right away, and likely a variety of reasons he or she will in the future.

I encourage you to check out our white paper, “Inclined But Inactive: Strategies to Win Over Past Prospects”– you can download it for free on our website.

 

Steve Winchester

Steve is the CMO at Helix Education. He has been an advertising account executive for more than 20 years. Steve received his BS from the University of Utah.