Follow-Up That Follows Through

“We know we should be better at following up with inquiries.”

It’s something we hear often from schools. Some even admit they’re downright terrible at it. The biggest barrier isn’t usually willingness — it’s capacity.

In the day-to-day life of an enrollment professional, urgency wins. And you’re wearing a lot of hats that shout urgent. Making sure you ordered enough food for the all-school picnic feels urgent. Showing up for car line duty on your assigned day feels urgent. Getting the LaCroix count right for student council’s homecoming dance? Definitely urgent. Follow-up systems, while critically important, rarely vie for your attention as loudly. And so, despite your best intentions, that inquiry sits in your inbox.

That’s why we loved the chance to dig into this topic during a recent Show & Tell Show. Through this collaboration, the Enrollment Marketing Geeks — Andy Lynch, president and CEO of Tassel™, and Rick Newberry, president of Enrollment Catalyst — tackled questions schools are thinking through regarding lead follow-up. Read more on their responses below.

Have a question (or two) of your own? Send us an email and we’ll follow up with an answer. Now, onto your questions!

Question #1: “Is texting prospective parents too “intrusive” — like an invasion of personal space?”

Generally, no — as long as a parent hasn’t specifically asked you not to text them. In fact, texting can often be one of the most effective ways to reach prospective families. Consider this: Mailchimp reports an average open-rate of around 35%, which means roughly 65% of emails aren’t opened.

If a prospective parent has given you their phone number, it usually signals that they expect engagement through that channel. For many families, texting feels faster, more convenient, and less formal than a phone call or email, which can make it the gold standard for timely communication.

That said, context matters. A warm, respectful tone goes a long way in ensuring that a text message feels helpful rather than pushy. Keep your texts short, purposeful, and considerate of timing, and you’ll likely find that parents appreciate the accessibility.

Yes and no. Texting does offer some advantages — messages are typically read quickly, and families may be more likely to notice them than an email. But not every parent prefers texting, and it’s not always the right fit for every interaction.

The better approach is to think in terms of touchpoints. Strong follow-up strategies use a mix of communication channels: phone calls, emails, text messages, even traditional mail. There’s no single “best” channel. The best one is whichever earns a response from the family.

If you try texting and don’t get an answer, that’s a sign it may not be their preferred way of connecting. In that case, pivot. Send an email, make a call, or follow up another way. The goal isn’t to force communication through a certain channel; it’s to meet families where they’re most comfortable engaging.

Question #3: “If a family selects “email” as their preferred communication on the inquiry form, is it okay to text them?”

The answer to this question is rooted in respecting preferences while still aiming for connection. If a family selects email as their preferred communication method and they’re actively responding, stick with email. You’re getting engagement, which is the goal.

If, however, they’ve chosen email but aren’t replying, it may be worth diversifying your outreach. A text, phone call, or even a mailed note could break through in a way email hasn’t. Approach it thoughtfully: acknowledge that you’ve tried email, and use another channel as a gentle nudge rather than a replacement.

Question #4: “When do you collect mailing addresses to follow up with that personalized handwritten note?”

Timing is important here. Asking for a home address right away can feel like too much, too soon. Families who are just beginning to explore your school may hesitate to complete a form that asks for more personal details than they’re comfortable sharing. That hesitation can cost you valuable inquiries.

A better time to request mailing addresses is later in the Family Journey™, when a family is registering for a campus visit or beginning an application. By that point, they’re more invested in your school, and providing an address feels natural.

You might consider a middle ground: making the mailing address field optional on your initial form. This way, families who are eager for more personal communication can share their information, while others can wait until they’re ready. The key is to create as little friction as possible while still opening the door for meaningful, personalized follow-up.

Question #5: “If you’re not collecting all of a family’s information, like their address, how can you follow up with something like a postcard? And if the inquiry form is short, why send a long follow-up email?”

It’s all about balance. On the inquiry form, your goal is to lower barriers so families actually complete it. Too many required fields — like a mailing address — can cause families to click away. That’s why we recommend collecting only what you truly need up front, and gathering additional details (like a home address) later when families are more engaged.

As for follow-up emails, remember: length isn’t the issue — relevance is. A concise form invites a first connection. A thoughtful follow-up email allows you to share more substance, such as next steps, event invitations, or resources that help families learn about your school. The difference is timing and context. On day one, keep it simple. After they’ve expressed interest, provide richer communication that feels like a service, not a burden.

Question #6: “If you don’t yet have an automated process, where do you start? A 60-day sequence with different Age-and-Stage® needs feels overwhelming.”

The journey of a thousand miles begins with a single step — and the same is true for follow-up. Doing something is far better than doing nothing.

We recommend starting small with a general 60-day sequence that applies to all prospective families, regardless of Age-or-Stage®. This ensures that every family who inquires receives consistent communication while you’re building out more specific workflows.

From there, carve out time on your calendar to expand. Over time, you’ll want to create nurturing sequences tailored to each Age-or-Stage® of the Family Journey™. It’s not about building the perfect system all at once: think of it as a marathon, not a sprint. Small, steady steps add up to a strong, sustainable process.

Question #7: “What kind of content goes in a monthly admissions email for prospects?”

At a minimum, every admissions email should include clear calls-to-action: opportunities to inquire, schedule a tour, register for a shadow day, or simply ask for more information. These give families a clear next step if they’re ready to engage.

But a monthly admissions email is also a chance to showcase the life of your school and help families imagine themselves as part of your community. Share stories and updates that reflect your school’s culture and momentum. For example:

• Launching a new program (like robotics or fine arts)
• Celebrating significant athletic or academic accomplishments
• Highlighting leadership updates from your Head of School
• Announcing building projects or campus improvements

When done well, these emails invite families into your story and reinforce the value of considering your school.

Question #8: “We would love to figure out a way to follow up in an automated way.”

Automation is a great step to take! There are countless tools and platforms that can help you automate follow-up, but the real key is how you use them. The goal isn’t just efficiency, but having the right messaging to build the right connection.

When setting up automated sequences, try to thread the needle between structure and personalization. Well-crafted templates should still feel like they’re written for a real family, not a generic list. Small touches in your wording, segmentation, and timing can make a big difference in whether a family feels valued or just processed.

It does take effort up front, but it’s worth it. A thoughtful automated system saves your team time while ensuring that no inquiry slips through the cracks. And as you grow, you can refine those sequences to reflect Age-and-Stage® differences, upcoming events, or even family interests.

At Tassel, our content strategy team helps schools build nurturing sequences. We also lead message workshops for teams who need to sharpen their follow-up. If you’d like support in shaping a message that’s automated yet personal, we’d love to hear about your specific needs.

Ready to strengthen your follow-up?

Nerd out with us! If your school could use support building out a nurturing sequence or refining your messaging, contact the Enrollment Marketing Geeks to learn more about what that looks like.