How to Revive Dormant Higher Ed Admission Leads

• Dormant leads are a major untapped opportunity; reactivating them is more cost-effective than acquiring new ones, especially as student applicant pools shrink.

• A successful revival strategy requires smart segmentation and a multi-channel approach using personalized emails, SMS (with a 98% open rate), and video messages.

• Instead of repeating "Apply Now," use varied calls-to-action that offer value, such as scholarship calculators or chats with current students, to reignite interest.

• Leverage AI-powered tools like Havana to automate outreach at scale, qualify leads 24/7, and free up your admissions team to focus on high-intent prospects.

You've invested thousands in marketing campaigns, your admissions team has made countless calls, and your CRM is bursting with prospect data. Yet, as another enrollment cycle winds down, you're staring at hundreds—maybe thousands—of leads who showed initial interest but never completed an application. These dormant leads represent not just sunk costs but missed enrollment opportunities at a time when domestic applicant numbers are declining and offer acceptance rates are lower than ever.

The pressure to hit enrollment targets intensifies each year, with fewer qualified students to recruit and increasing skepticism about the value of higher education. As one admissions director recently lamented, "We're expected to magically increase enrollment while dealing with a shrinking applicant pool and mounting distrust in educational institutions."

But here's the good news: your dormant leads aren't lost causes. They're a silent goldmine sitting in your CRM, waiting to be reactivated with the right approach. These prospects already expressed interest in your institution—they just need the right nudge to regain momentum in their application journey.

This comprehensive guide will walk you through a proven, three-phase strategy to revive these dormant leads, transforming your cold pipeline into a source of engaged applicants and, ultimately, enrolled students.

Why Dormant Leads Are Your Biggest Untapped Opportunity

Before diving into tactics, let's define what we mean by "dormant leads" in higher education:

• Prospects who requested information but never started an application

• Applicants who began but abandoned their applications

• Previous applicants who were accepted but didn't enroll

• Prospective students who engaged with your content but went silent

With nearly 20 million students projected to enroll in college in fall 2024, competition for qualified applicants is fiercer than ever. Meanwhile, your institution has already paid to acquire these dormant leads—often at costs ranging from $30 to $150 per lead, depending on your recruitment strategies.

According to data from tryhavana.com, these dormant leads represent both significant sunk acquisition costs and massive missed enrollment revenue. For a mid-sized institution with 5,000 dormant leads and an average tuition of $25,000, that's a potential $125 million in unrealized revenue.

Phase 1: Laying the Groundwork with Smart Segmentation & Personalization

The foundation of any effective lead revival strategy is proper segmentation and personalization. Without these elements, your outreach will feel generic and fail to reignite interest.

Step 1: Audience Segmentation

Before sending a single email or text message, segment your dormant leads based on:

• Program interest: Different messaging is needed for someone interested in your MBA program versus your Education doctorate

• Lead source: How they initially found you (events, paid ads, organic search) provides context for re-engagement

• Application stage: Someone who completed 80% of an application needs different messaging than someone who only requested information

• Last engagement date: Recent dormant leads may respond to different incentives than those who've been cold for years

• Demographics: Tailor messaging based on whether leads are traditional students, working adults, international prospects, etc.

As industry experts note, "Understanding students' goals and aspirations is crucial for lead nurturing." Your segmentation should reflect this understanding, allowing you to craft messages that speak directly to each group's specific motivations and objections.

Step 2: Automate Personalization at Scale

True personalization goes far beyond using a prospect's first name in an email. According to Caylor Solutions, you should leverage every data point in your CRM to create authentic, personalized communications.

For example, instead of:

"Hello John, apply to our university today!"

Try:

"John, since you expressed interest in our Cybersecurity program after attending our Virtual Open House last fall, we wanted to share how recent graduates from <HIGH SCHOOL> have thrived in our program..."

Modern CRM systems allow you to include dynamic tags such as:

• <PROGRAM OF INTEREST>

• <BIRTHDATE>

• <HIGH SCHOOL>

• <PREVIOUS INTERACTION POINT>

These personalization elements signal to prospects that you remember them and understand their specific educational goals, helping rebuild trust in your institution and reignite candidate momentum.

Phase 2: Executing a Multi-Channel Revival Campaign

With your segmentation and personalization strategy in place, it's time to execute a multi-channel campaign designed specifically to re-engage dormant leads.

Tactic 1: Change Up Your Calls to Action (CTAs)

If your dormant leads haven't responded to "Apply Now" after seeing it dozens of times, they're unlikely to suddenly find it compelling. Instead, vary your CTAs to provide multiple engagement pathways:

• "See what [Program] students accomplish in their first year"

• "Calculate your personalized scholarship estimate"

• "Reserve a 15-minute chat with a current student"

• "Watch our new campus tour video"

• "Join our upcoming virtual info session"

According to Caylor Solutions, varied CTAs that offer value rather than just pushing for application completion can reignite interest from previously unresponsive leads.

Tactic 2: Add Texting to Your Email Strategy

While email remains important, SMS messaging has become an essential channel for re-engaging dormant leads. According to Forbes, text messages have a staggering 98% open rate compared to email's 20% average.

Consider these effective text message approaches for dormant leads:

"Hi Samantha! Your application to [University]'s Psychology program is 80% complete. Need help with the final steps? Reply YES for assistance."

"Michael, spots in our Nursing program are filling quickly. Your application status is saved, but the final deadline is Friday. Need help?"

"Emma, we've saved a spot at our exclusive campus event next month for serious applicants. Reply VISIT to claim yours."

Many enrollment management platforms, like Havana, LeadSquared, Slate, and Element451, now offer integrated SMS capabilities, making it easy to incorporate texting into your revival campaigns.

Tactic 3: Offer Fun, Urgent Incentives

Standard incentives like application fee waivers have become so common that they rarely motivate dormant leads. Instead, Caylor Solutions recommends offering creative, time-limited incentives such as:

• Exclusive campus store merchandise for completed applications

• Gift cards to popular services (Spotify, Netflix, DoorDash)

• Entry into drawings for bigger prizes (iPad, campus parking pass)

• Virtual coffee with a notable alumnus in their field of interest

• Special access to campus events or facilities

The key is creating both value and urgency. For example:

"Complete your application by Friday, and we'll send you our exclusive College of Business hoodie—only available to accepted students!"

Tactic 4: Make Personal Video Emails

According to Caylor Solutions, including the word "video" in an email subject line can almost double open rates. Video messaging tools make it easy to record and send personalized video messages to your highest-potential dormant leads.

Consider having your:

• President or Dean record brief, personalized videos for top prospects

• Current students from similar backgrounds share their experiences

• Faculty members highlight program benefits specific to the lead's interests

• Admissions counselors provide a personal invitation to reconnect

These videos don't need professional production quality—authenticity is more important than polish. A 30-second genuine message can rebuild candidate momentum far more effectively than another generic marketing email.

Phase 3: Leveraging AI and Automation to Supercharge Revival

While personalization is crucial, manually re-engaging thousands of dormant leads isn't feasible for most admissions teams. This is where AI and automation become game-changers.

AI-Powered Reactivation

Modern AI tools can implement personalized, timely cold outreach campaigns at scale. According to Colaberry, effective AI reactivation includes:

• Systematic Re-engagement: Running multi-touch campaigns across channels without additional staff time

• Smart Lead Qualification: Asking targeted questions about program interests and academic background to prioritize the most promising leads

• Contextual Awareness: Remembering each lead's history to enable relevant, personalized follow-ups

Platforms like Havana use AI to engage unresponsive leads via multi-touch campaigns while qualifying them based on program interest and academic background. According to tryhavana.com, their AI has achieved impressive results:

• 10% increase in conversion rates

• Over 250 man-days saved annually

• Engagement with 100,000+ students

The key advantage is scale—AI can work 24/7 across time zones, reaching your entire dormant lead database without requiring additional recruitment staff.

The Right Tools for the Job

A robust admissions CRM is essential, but layering it with intelligent automation is what truly scales a revival strategy. The right tools work together to create a seamless workflow:

• Havana: An AI communication platform that integrates with leading CRMs to automate outreach, qualify dormant leads, and schedule appointments with advisors.

• Slate by Technolutions: A leading CRM in higher education, popular for its comprehensive application management.

• Salesforce Education Cloud: A highly customizable CRM for managing the entire student lifecycle.

• Element451: An all-in-one platform combining CRM and marketing automation features.

For example, one university saved 28,000 hours annually through automation—time that can be redirected to high-touch engagement with the most promising prospects.

Common Missteps: What to Avoid in Your Re-Engagement Strategy

As you implement your dormant lead revival strategy, be careful to avoid these common pitfalls:

• Over-automation: While automation is powerful, ensure communications don't feel robotic. Balance automated messages with genuine, personalized interactions.

• Ignoring Data Insights: Regularly review engagement metrics to understand which revival tactics are working and which aren't. Adjust your approach based on these insights.

• Lack of Personalization: Generic mass emails are easily identified and ignored. Use the data in your CRM to make every communication feel tailored to the individual.

• Inconsistent Communication: Sending a single revival email won't suffice. Maintain a structured communication schedule to keep leads warm once reactivated.

• Ignoring Feedback: When dormant leads do respond, pay close attention to their questions and concerns. This feedback can help refine your revival strategy.

From Dormant to Enrolled: The Path Forward

Reviving dormant leads isn't a matter of luck or sending more generic "Apply Now" emails. It's a strategic process requiring thoughtful segmentation, multi-channel outreach, smart automation, and careful avoidance of common mistakes.

In today's challenging enrollment management landscape, with declining domestic applicant numbers and increasing skepticism about higher education's value, your dormant leads represent a valuable opportunity to meet enrollment goals efficiently.

By implementing the strategies outlined in this guide, you can transform your cold pipeline into a predictable source of new enrollments—without the high acquisition costs of generating fresh leads from scratch.

Remember, these prospects already showed interest in your institution. With the right approach, you can rekindle that interest and guide them from dormant lead to enrolled student.

Frequently Asked Questions

What exactly are dormant leads in higher education admissions?

Dormant leads are prospective students who have previously shown interest in your institution but have stopped engaging with your communications. This includes individuals who requested information but never applied, those who started but abandoned an application, or even accepted students who did not enroll. They represent a significant pool of potential applicants who already know your brand.

Why is reactivating dormant leads a smart enrollment strategy?

Reactivating dormant leads is a highly cost-effective strategy because you have already paid to acquire these prospects, making the return on investment for re-engagement significantly higher than generating new leads. With declining applicant numbers, your CRM's dormant leads are a valuable, untapped resource that can help you meet enrollment targets without the high costs of new marketing campaigns.

What is the first step to reviving cold leads?

The crucial first step is smart audience segmentation. Before launching any outreach, you must group your dormant leads based on criteria like program interest, application stage, and their last engagement date. This allows you to tailor your messaging for maximum relevance and impact, which is the foundation of any successful revival campaign.

Which communication channels are most effective for re-engaging students?

A multi-channel approach combining personalized email, SMS text messaging, and personal video messages is most effective. While email remains a key channel, SMS text messages boast a much higher open rate (around 98%). Supplementing these with authentic, personal videos can break through the digital noise and rebuild a connection far more effectively than generic text-based messages alone.

How can AI help my admissions team revive dormant leads?

AI can automate and scale your re-engagement efforts, allowing you to connect with thousands of dormant leads simultaneously without overburdening your staff. AI-powered platforms can run multi-touch campaigns 24/7, ask qualifying questions to identify the most promising prospects, and even schedule appointments, freeing up your admissions counselors to focus only on warm, qualified candidates.

What are the biggest mistakes to avoid in a lead revival campaign?

The most common mistakes are sending generic, non-personalized messages, relying on a single communication channel, and using the same "Apply Now" call to action repeatedly. A successful strategy must feel personal, not robotic. Use the data in your CRM to tailor every message, vary your calls to action to offer value (e.g., "Calculate your scholarship estimate"), and use a mix of channels to reach prospects where they are most active.