7 Messages That Work For University Lead Reactivation

Summary

• Reactivating an existing lead is 5-25 times more cost-effective than acquiring a new one, representing a significant untapped opportunity in your CRM.

• A successful reactivation strategy requires a data-driven, omnichannel approach using personalized messages on channels like SMS, which has a 98% read rate.

• Implement proven message types like the "We Miss You" or "You're Missing Out" templates to re-engage prospects based on their last point of contact and program interest.

• Scale your outreach and ensure no lead is forgotten by using an AI-powered tool like Havana to automate personalized, multi-channel conversations 24/7.

You've invested heavily in recruiting potential students. Your admissions team has collected hundreds—perhaps thousands—of leads from college fairs, website inquiries, and campus visits. Yet despite your best efforts, many promising prospects have gone silent.

"I just feel like people don't even look at our messages. We almost never get any response, not even 'this is too high, I'm not interested.'"

Sound familiar? You're not alone. Universities across the country struggle with this exact problem—leads that expressed genuine interest but disappeared into the void.

The good news? These "cold leads" represent an enormous untapped opportunity. With the right reactivation strategy, you can convert these silent prospects into enrolled students without spending another dollar on new lead generation.

The High Cost of Silence: Why You Can't Ignore Cold Leads

When prospective students go silent, many universities simply move on to the next batch of fresh leads. This is a costly mistake. Consider:

• It costs 5-25 times more to acquire a new lead than to reactivate an existing one

• These leads have already expressed interest in your institution

• They're familiar with your brand and programs

• You've already paid to acquire them

Without a structured reactivation process, promising leads often fall through the cracks, leading to several common pitfalls:

1. No systematic reactivation process — letting potentially valuable leads languish indefinitely

2. Generic, one-size-fits-all messaging that fails to address why the lead disengaged

3. Over-reliance on email alone — ignoring channels like SMS, where text messages have a staggering 98% read rate

4. Inadequate tracking — not using CRM data to tailor follow-ups based on past interactions

The Foundation for Success: A Data-Driven, Omnichannel Approach

Before sending a single reactivation message, you need to lay the proper groundwork:

1. Analyze Your Data

Start by examining your CRM data to understand where and why leads disengaged. Look for:

• Last point of contact

• Stage in the application process where they dropped off

• Programs of interest

• Previous communications and response patterns

This data-driven approach allows you to prioritize outreach to the most promising leads first, addressing a key pain point mentioned by enrollment professionals: the time-consuming process of identifying which past leads to contact.

2. Implement Dynamic Segmentation

Don't treat all cold leads the same. Categorize them based on their behaviors and attributes:

• Inquiry stage: Showed initial interest but never started an application

• Application stage: Started but didn't complete their application

• Post-application: Completed application but didn't follow through on enrollment steps

• Program interest: Expressed interest in specific academic programs

• Engagement level: Previously highly engaged vs. minimally engaged

3. Embrace Multiple Channels

Research shows that 87% of students find personalized, timely communication crucial in their decision-making process. Yet many universities rely solely on email, missing opportunities to connect through:

• SMS/Text messaging

• Personalized direct mail

• Social media engagement

• Phone calls

• Video messages

By establishing this foundation, you'll be ready to implement the seven proven message types that can breathe new life into your cold leads.

7 Proven Messages to Re-Engage University Leads

1. The "We Miss You" Message

Goal: Rekindle the connection with a warm, friendly tone that acknowledges the absence of communication.

Email Template:
Subject: It's been a while, [Name]!
Body:
Hi [Name],

We noticed it's been some time since we last connected about your interest in [Program Name] at [University Name]. We'd love to hear how your college search is going and answer any questions you might have about our program.

Would you be open to a quick chat this week? You can book a 15-minute slot with me here: [Scheduling Link]

Looking forward to reconnecting!

[Your Name]
[Position]
[University Name]

SMS Template:
"Hi [Name], this is [Advisor Name] from [University Name]. 👋 It's been a while since we chatted about the [Program Name]. We miss you! Are you still exploring your options for the fall? Reply YES and I can help answer any questions."

Why it works: This message acknowledges the gap in communication without placing blame, creates a sense of belonging, and offers an easy way to restart the conversation.

2. The "You're Missing Out" Message

Goal: Create a sense of urgency by highlighting what the prospect might be missing.

Email Template:
Subject: Last chance to apply for [Specific Opportunity] at [University Name]!
Body:
Hi [Name],

The deadline for our [Scholarship/Special Program/Early Decision] is approaching on [Date], and I wanted to make sure you didn't miss this opportunity.

Students who [benefit of program] often tell us it was a game-changer for their college experience.

Here's a direct link to continue your application: [Application Link]

Need help? Reply to this email or call me directly at [Phone Number].

Best,
[Your Name]

SMS Template:
"Hi [Name]! Just a heads-up that applications for [University Name]'s [Scholarship/Program] close on [Date]. This opportunity has helped students like you save up to [$Amount] on tuition. Don't miss out! [Link to Apply]"

Why it works: According to Omnisend, creating a sense of FOMO (fear of missing out) is one of the most effective ways to motivate action from inactive leads.

3. The "Helpful Reminder" Nudge

Goal: Gently nudge prospects toward an upcoming deadline without being pushy.

Email Template:
Subject: Quick reminder about your [University Name] application
Body:
Hi [Name],

I wanted to send a friendly reminder that [specific deadline] is coming up on [date].

I noticed you started your application for [program name] but haven't completed the [specific section]. This typically takes students about [time estimate] to complete.

Is there anything I can help with to make this process easier for you?

Cheers,
[Your Name]

SMS Template:
"Hi [Name], just a friendly reminder from [University Name] that the priority scholarship deadline is this Friday. Need any help completing your application? Reply YES and I'll call you to help."

Why it works: This message demonstrates that you're paying attention to their specific situation while offering genuine assistance, not just pushing for conversion.

4. The "We Value Your Opinion" Message

Goal: Re-engage by asking for feedback, making the prospect feel heard and valued.

Email Template:
Subject: Your feedback matters, [Name]
Body:
Hi [Name],

We noticed you explored our [Program Name] but didn't complete your application. Your experience matters to us, and we'd love to understand how we can improve.

Could you share your thoughts in this quick 2-minute survey? [Survey Link]

As a thank you, we'll send you our [Valuable Resource] guide that many prospective students have found helpful in their college search.

Thank you for your time,
[Your Name]

SMS Template:
"Hi [Name], [University Name] values your input! What was the #1 reason you didn't continue your application? Reply with A) Cost concerns, B) Program fit, C) Timeline, or D) Other. We'll use your feedback to improve!"

Why it works: This approach shows you value their opinion while potentially uncovering obstacles that prevented them from moving forward.

5. The "Personalized Value-Add" Message

Goal: Establish authority and build trust by offering relevant, valuable content without an immediate ask.

Email Template:
Subject: Thought you'd find this interesting, [Name]
Body:
Hi [Name],

I remembered your interest in our [Program Name] and wanted to share this [article/guide/video] about [relevant topic] that our faculty just published.

[Brief description of content and why it might be valuable to them]

No strings attached—just thought you might find it helpful as you explore your options.

If you have any questions about how our program prepares students for careers in this field, I'm happy to chat.

Best regards,
[Your Name]

SMS Template:
"Hi [Name], thought you might enjoy this article from our [Department] professor about [Topic relevant to their interests]. No need to respond—just sharing something valuable! [Link]"

Why it works: According to Turtl.co, providing value before asking for anything in return builds goodwill and positions your institution as a helpful resource rather than just a sales entity.

6. The "Do You Have Questions?" Nudge

Goal: A low-pressure way to restart the conversation by offering help.

Email Template:
Subject: Can I answer any questions about [University Name]?
Body:
Hi [Name],

As you consider your college options, I wanted to reach out to see if you have any questions about [Program/University Name] that I might help answer.

Sometimes the application process can be overwhelming, and I'm here to make it easier for you.

Is there anything specific you'd like to know about [relevant aspect based on their previous interaction]?

I'm here to help,
[Your Name]

SMS Template:
"Hi [Name], do you have any questions about your application for [Program Name]? The deadline is [date], and I'm here to help if you're stuck on anything. Just reply to this text!"

Why it works: This approach acknowledges that the college search process can be complex and positions you as a helpful guide rather than a pushy salesperson.

7. The "No Hard Feelings" Last Chance Message

Goal: A respectful final attempt that either reactivates the lead or gives you permission to remove them from your outreach.

Email Template:
Subject: Is this goodbye?
Body:
Hi [Name],

I've reached out a few times about your interest in [Program Name] at [University Name], but haven't heard back.

I completely understand if you've decided to go in a different direction—no hard feelings at all! If that's the case, just let me know, and I'll stop reaching out.

However, if you're still considering [University Name], I'd be happy to help. You can:

• Reply to this email

• Call me directly at [Phone Number]

• Schedule a quick chat: [Scheduling Link]

Either way, I wish you the best with your education journey.

All the best,
[Your Name]

SMS Template:
"Hi [Name], we haven't heard back about your interest in [University Name]. If you'd prefer not to receive more texts, reply STOP. If you're still interested but just busy, reply INTERESTED and we'll follow up next week."

Why it works: This approach respects the prospect's agency while creating a sense of finality that often prompts a response from those who are still interested but have been procrastinating.

Best Practices for Executing Your Campaign

To maximize the effectiveness of these messages, follow these key principles:

Personalization Is Non-Negotiable

87% of students say personalized communication is crucial in their decision-making process. Don't just use their name—reference their specific program of interest, previous interactions, and where they are in their journey.

Bad Example: "Course registration opens soon for most students."
Good Example: "Elliot, course registration for second-year business majors opens in 4 days—Tuesday, 5/21, at 9 am. Here's the link to register: [link]."

Timing Matters

Send messages 3-5 days before key deadlines. For SMS, contact high school students before/after school hours and adult learners after 5 PM. Timing can significantly impact response rates.

Keep It Short & Clear

Especially for SMS, aim for under 300 characters with one clear call-to-action per message. Avoid overwhelming prospects with multiple asks or complex information.

Automate, But Don't Be a Robot

Use CRM and marketing automation tools to trigger campaigns based on inactivity periods, but maintain an authentic, human tone. An AI-powered assistant like Havana can automate multichannel outreach while using lifelike, conversational language to ensure your messages feel personal, not robotic. This frees up your human advisors to focus on high-value conversations. Use emojis sparingly and naturally to complement the authentic tone.

Bad Example: "Hi Ryan 👋 ur uni orientation is tmrw..."
Good Example: "Hi Ryan 👋, don't forget: your SVC orientation is tomorrow at 9:30 AM [attached map]."

Measure the Results

Set clear metrics (open rates, response rates, application completions) to gauge effectiveness. Track which message types perform best with different segments so you can refine your approach over time.

Conclusion

Reactivating cold leads isn't about sending more messages—it's about sending the right messages at the right time through the right channels. By implementing these seven proven message types with a personalized, omnichannel approach, you can turn silent prospects into engaged applicants and ultimately enrolled students.

The best part? You're leveraging leads you've already paid to acquire, making reactivation one of the most cost-effective enrollment strategies available to your institution.

Start by reviewing your current process and implementing these structured, personalized messages. To scale this effort and ensure no lead is left behind, an AI-powered tool like Havana can automate your entire reactivation workflow—from initial outreach to scheduling appointments.

By leveraging intelligent automation, you can watch your conversion rates climb. Your next class of students might be hiding in your existing database, just waiting for the right message to respond to.