Data-Driven Enrollment Marketing
Influencing the Inquiry Conversion Process. New Strategies to Win Over Past Prospects
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.
We recently collaborated with our colleagues at Leads360 and Neustar® (formerly TARGUSinfo) to publish a white paper that addresses the value of an inquiry nurturing program. The white paper includes best practices for the specific tools, channels, messaging and frequency to use as you reengage prospective students.
In our research, we found that 80% of prospective students who inquired but did not enroll say they intend to go back to school in the near future. This gives schools a valuable opportunity to engage and encourage these inquiries through the conversion process, but we found that this isn’t currently a top priority for schools.
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.