What really happens after a student prospect clicks “submit” on an inquiry form? We decided to delve into the journey of student inquiry submissions, tracking 100 leads for 90 days to find out. After receiving more than 5,000 responses, we recommend you read our report, Evaluating the Lifecycle of a Student Inquiry, instead of doing this research yourself.
So what did we learn?
Everyone received a call within 12 hours
The average student prospect received four calls plus two emails on day one and 43 calls plus 16 emails throughout the 90 days we tracked
On average, each individual received 7.6 calls, 3.46 voicemails and four emails per company contacting them
In general, vendor communications peaked within the first five days…
…But communications from non-school, non-vendor companies began in earnest on day 45
Intrigued? Download Evaluating the Lifecycle of a Student Inquiry to learn more, including details about speed to lead, persistence, vendor communications and the reselling of inquiries.
Speed to Lead
More than one-third of our student prospects were contacted within the first 30 minutes of their inquiries. Speed to lead significantly impacts enrollment rates. In fact, contact within one minute can increase enrollment rates by 391 percent.
Our prospects received more calls than recommended by best practices. In addition to wasting efforts, making too many phone calls can actually reduce the chances of enrollment by an individual prospect.
Designed to capitalize on fading school efforts, vendor emails picked up on day 20 of our tracking period.
Reselling of Inquiries
A long list of non-EDU companies sent communications to our prospects, typically starting about 45 days after inquiry. The frequency was small, but still undesirable in our current compliance-focused atmosphere.
Download Evaluating the Lifecycle of a Student Inquiry to learn more.
While we strongly recommend you read the full report, here are some essential takeaways we want you to know today:
Don’t expect true exclusivity. Between prospects submitting multiple inquiries and aggregator re-marketing, chances are slim that your prospects are only talking to you.
Know every step of your prospects’ experiences. They’re likely getting a lot of calls and a lot of emails. Respect their time out of courtesy and to achieve the best results.
Think holistically. Keep your message relevant and consistent to student prospects across all channels – not just phone and email.
Focus on effective frequency in contact strategy. Learn when enough is enough. Download Evaluating the Lifecycle of a Student Inquiry to learn the best vs. the typical practices.
About the Author
Kathy Bryan is the Senior Vice President of Corporate Marketing and Communications at Digital Media Solutions (DMS), an industry leader in providing end-to-end customer acquisition solutions that help clients grow their businesses and realize their marketing goals. In this role, Kathy is responsible for all aspects of marketing and communications for DMS and its subsidiary brands. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.
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