Four outreach practices to keep pace with the way today’s adult learners make decisions
Our research has consistently found that nurturing leads is one of the biggest gaps in graduate and adult enrollment. Many institutions are investing in top-of-funnel lead generation, but far fewer have an intentional strategy for nurturing prospective students well.
I’ve seen this firsthand in my work with EAB partners. Through our communications workshops with graduate and adult enrollment leaders, we help institutions evaluate whether their outreach aligns with how adult learners make decisions today and make key changes to strengthen it. Read on to learn four best practices that can make a difference in your engagement metrics.
1. Differentiate your outreach by stage in the funnel
Most enrollment teams know that one-size-fits-all messaging is a problem, but it’s sometimes hard to know how to differentiate your communication with prospects or leads vs. true inquiries. In our communications workshops, we see this gap play out constantly, and working to fix it makes a major difference in earning students’ trust.
Leads that are early in their student journeys are still working through basic questions: Can I afford this? Will it fit into my life? Is now even the right time? Pushing these students toward an application before they’re ready tends to backfire.
By the time a lead becomes an inquiry, though, the questions shift. These students want more specifics, such as outcomes data, financial aid details, and what support looks like once they’re enrolled.
2. Lead with student-centric value propositions
The concerns that keep adult learners up at night rarely have to do with meeting application deadlines. Instead, they are likely wondering whether your program would fit around a full-time job, whether the degree is worth the cost, or whether they will have access to student support services.
Reminding students of application timelines is important, but it won’t be what earns their attention. In our workshops, we advise developing messaging that speaks directly to the tradeoffs adult learners are already weighing, such as flexibility, financial support and affordability, and return on investment. Adult learners are weighing a major financial and personal commitment when they consider your program. Concrete outcome data as well as social proof from current students and alumni give prospective students something they can use to make a clear decision.
3. Build structured, long-term nurture campaigns
Adult learners don’t move through the funnel on a uniform timeline. Some go from first inquiry to application in just a few months. Others circle back up to 24 months later, perhaps after a job change or a shift in their home life. Work schedules, family obligations, and financial readiness all factor into when a prospect re-engages, or whether they do at all.
Enrollment teams typically send a handful of emails, but the campaign then slows when students don’t respond right away. But this population re-engages on their own schedule. If your institution has gone quiet by then, you’re no longer in the running to make students’ very short application lists. In today’s saturated higher education market, the way to engage students is now about being in the right place all the time. It’s crucial to stay visible during students’ extended search periods. We recommend creating an extended email campaign with planned one-off emails, like newsletters, to keep students’ attention.
4. Make engagement simple with low-pressure calls to action (CTAs)
For adult learners returning to school after years away, even just starting an application can feel like a big commitment. The process is unfamiliar, and the stakes may feel high. So, if your outreach immediately says “Apply Now,” students may not feel like they have a way to engage without pressure to make a decision.
The outreach that we see perform best makes it easy for students to take a next step without feeling like they’re committing to something big. This could mean inviting them to learn more about program options, attend an information session, or compare program formats or modalities. Rather than feeling like a commitment, these CTAs pair with strong messaging to keep the door open for students to engage at their own pace.
Once Appily Advance provides our partners with a custom list of high-intent leads to help them fill their classes, it’s crucial to know how to reach and engage them. These four practices are just part of what we focus on in our communications workshops with Appily Advance partners, and four ways we help enrollment teams make the most of every lead.
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