It’s a fact: The inquiry stage is no longer just a formality for graduate enrollment programs, but a pivotal moment when the opportunity to create meaningful connections with potential applicants can either be won or lost. As the 2025 NAGAP–Liaison Graduate Inquiry Response Project made clear, there’s a striking gap between what institutions think they’re doing when it comes to engagement and what prospective students actually experience.

The good news? There are clear, actionable steps institutions can take to close that gap and start meaningful relationships from the very first instance of student engagement.

To highlight the findings of their research initiative, enrollment leaders from Liaison and NAGAP recently cohosted a webinar, Turn Inquiries Into Enrollments: Findings From the 2025 Graduate Inquiry Response Project, that was filled with actionable insights and data-backed strategies for implementing more human, responsive, and effective student engagement strategies. Joined by Ryan Taughrin, University at Buffalo Graduate School of Education Assistant Dean for Enrollment Management, they outlined five proven, data-backed strategies that can help graduate programs turn inquiries into engaged, trusting prospects.

Make It Easy to Say “I’m Interested”

While 55% of institutions believed their Request for Information (RFI) form was accessible within one click from the homepage, only 39% actually were.

To ensure your inquiry responses are living up to expectations, set aside time to:

  • Audit your homepage and program pages for RFI visibility.
  • Use consistent, clear call-to-action buttons.

Why it matters | A seamless, intuitive experience signals to prospective students that your institution values their time and interest. If they can’t find your form, they may assume you’re not interested in them either.

Respond Fast or Risk Losing Them

Whereas 62% of GEM professionals believed their institution responded to inquiries within 24 hours, only 21% did. Many didn’t respond at all.

Students move quickly. To keep pace with them before they move on for good, make it a priority to:

  • Set up automated, personalized email responses that go out within minutes.
  • Regularly test your CRM workflows and “secret shop” your own forms.
  • Monitor response times across departments and programs.

Why it matters | According to the study, 60% of students said the speed of communication influenced their decision to apply. A fast, thoughtful student engagement strategy focused on academic success builds credibility and shows that each prospective applicant is a priority.

Personalize Beyond the First Name

The overwhelming majority (81%) of institutions claimed to personalize emails. However, many only did so in superficial ways.

To avoid relying on generic, inauthentic inquiry responses that run the risk of alienating potential applicants:

  • Go beyond “Hi [First Name]” emails by including program-specific content and other relevant details.
  • Use short surveys or progressive profiling to gather more data over time.
  • Tailor messages to reflect the student’s goals, such as balancing work and study or seeking ROI.

Why it matters | Graduate students are pragmatic. They want to know that your program understands their needs, not just their name. Personalization helps build relationships and trust.

Go Omni-Channel or Go Unnoticed

The research project uncovered another potentially troubling insight: 70% of institutions believed they used at least two channels to engage prospects, but only 49% did.

To make the most of your outreach efforts:

  • Supplement email with SMS, print, social media, and personalized microsites.
  • Consider print, such as a personalized postcard or program brochure, for standout moments.

Why it matters | Prospective students are bombarded with digital noise. Meeting them where they are—on their phones, in their mailboxes, or on social—demonstrates flexibility and commitment to communication.

Test, Measure, Repeat

Only 30% of institutions routinely audit their inquiry response strategy, and 25% don’t measure effectiveness at all.

When you’re ready to schedule a comprehensive audit:

  • Schedule quarterly audits of your inquiry journey across devices.
  • Track metrics like inquiry-to-application conversion, email open rates, and form abandonment.
  • Ensure your RFI forms and emails are mobile-first, not just mobile-friendly.

Why it matters | Without regular testing and measurement, it’s impossible to know what’s working or what’s broken. Continuous improvement shows potential applicants that higher education institutions are committed to student success.

Trust Starts at the First Click

The 2025 NAGAP–Liaison study makes one thing clear: The inquiry stage may be the best chance for higher education institutions to make a lasting impression at the very first moment of student interest. By focusing on visibility, speed, personalization, channel diversity, and continuous evaluation, institutions can transform a simple form submission into the beginning of meaningful engagement. Watch

In a world where stealth applicants are on the rise and attention spans are shrinking, the right engagement strategies can make a big difference. Trust isn’t built overnight, but it can begin with a single click.

To learn more about crafting effective graduate inquiry response strategies, watch Turn Inquiries Into Enrollments: Findings From the 2025 Graduate Inquiry Response Project