What am I, chopped liver?

That was my reaction after I requested more information on a master’s program and heard nothing back. I carved time out of my day to fill out the fields (it was only five fields, but still…) and tell this school about myself. They didn’t even send me an automated confirmation email. Harsh.

I’m not taking this school’s lack of response personally. But that’s only because I’m familiar with the inner workings of higher ed. We’ve worked with various clients who simply lack the resources to create and implement a sustainable communications workflow to nurture leads.

In any case, an ignored lead is a lost lead, and if you’re catching fish with a hole in your net, you’re probably losing a lot of good fish.

Here are five emails you should be sending to keep leads in your net.

Hello, I’m Your Person

The purpose of this email is to introduce your new inquiry to their contact person. Give them a living, breathing human they can reach out to with questions. Thank them for their interest in your program and invite them to continue engaging with you.

Suggested Calls to Action:

• Download our viewbook
• RSVP for an information session
• Register for a webinar

Meet a Subject Matter Expert

Introduce a current student, alumnus or faculty member who can speak to the value of your program and institution. Go beyond the canned testimonial. Give the lead an insider’s perspective on your academic environment, faculty expertise and the career preparation you provide.

Suggested Calls to Action:

• Attend a class
• Get to know a current student
• Explore our program page

Here’s How You Apply

Walk the lead through the steps they’ll need to follow to apply. Give an overview of program requirements and share a profile of your ideal candidate so potential candidates know how they measure up. This is a great opportunity for the contact person you identified in your first email to again offer to field questions.

Suggested Calls to Action:

• Schedule an appointment with an advisor
• Start your application

What’s Holding You Back?

Address any barriers that might be holding leads back from applying (time, cost, etc.). Empathize with their concerns and demonstrate how your institution will help them overcome those barriers.

Suggested Call to Action:

• Finish your application

Still Interested?

Even if a lead hasn’t converted, you still have a chance to pique their interest. This email should be sent to all leads who complete the post-inquiry workflow, but still don’t apply. Keep the conversation going by readdressing barriers that might be preventing them from applying.

Suggested Calls to Action:

• Get in touch
• Submit your application

Want to learn more about converting your digital leads to enrolled students? Check out this blog post Hayley Warack wrote, Digital Advertising: Increasing Your Lead to Enrollment Rate.