Your Admissions Messaging, Decoded: Top 8 FAQs for Enrollment Leaders

Enrollment teams across higher ed faced a challenging communication landscape this year: More noise, more competition, and more pressure to deliver personalized, timely guidance to students at scale.

The institutions that performed best weren’t those who sent the most messages, but those who sent the most meaningful ones.

Drawing on national benchmark data, Mongoose platform insights, and conversations from our webinars and Mongoose User Groups, here are the eight most important questions Admissions teams asked this year — and what the data says about how to engage students more effectively moving forward.

FAQ #1: What drives application completions and yield more than anything else?

Two-way conversations.

Across millions of interactions:

• Students are 34× more likely to complete an application after a real conversation.
• 45× more likely to attend a visit.
• 13× more likely to complete FAFSA.
• 4× more likely to enroll.

One-way notifications push information. Two-way messages build confidence and clarity.

FAQ #2: When is the best time to text prospective students?

Benchmark timing patterns show:

High-engagement windows

• 1–2 PM
• 8–9 PM

Strong reply days

• Monday
• Thursday

Weakest day

• Saturday (lowest outreach performance across all team types)

The rule: Text when students are in “decision mode,” not “downtime mode.”

FAQ #3: What message styles drive the highest response rates?

Across transcripts and benchmarks, top-performing messages share five traits:

• Short (under 100 characters)
• Includes a question
• No links (links cut replies nearly in half)
• Uses images/MMS sparingly (only when adding value or context to the conversation)
• Uses Smart Messages for clear next steps

Admissions-specific best practice: avoid multi-sentence intros. Students want the action first.

FAQ #4: Which Admissions topics generate the most engagement?

High-engagement, high-sentiment topics include:

• Visit scheduling
• Application help
• Scholarship/aid details
• Academics
• Deferment/withdrawal transparency

These conversations naturally foster trust — students are actively seeking clarity.

FAQ #5: What causes students to opt out, and how do we prevent it?

Admissions opt-outs follow clear patterns:

Most likely to cause opt-outs:

• Withdrawal/deferment messages (13.4%)
• Vague “check-ins”
• General inquiries
• Impersonal messages

Least likely to cause opt-outs:

• Application help
• Aid-related support
• Scholarship opportunities
• Appreciation/clear value messages (<1% opt-out)

Relevance is your strongest retention tool.

FAQ #6: How should Admissions organize campaigns inside Mongoose?

Teams with the highest yield use:

1. Clear naming conventions

(FY25_ADM_Apps_FollowUp, etc.)

2. Strategic segmentation by:

• Application stage
• Domestic vs. international
• Program/major
• FAFSA completion status
• Campus visit interest

3. Smart Messages for micro-surveys

“Reply A if you’ve submitted your FAFSA”
“Reply B if you still need help”

4. Conversation Resolution

Ensures no student question or concern goes unanswered.

FAQ #7:Which platform features are underused by Admissions teams?

Smart Messages

Still the biggest opportunity. They’re perfect for:

• FAFSA workflows
• Visit scheduling
• Application nudges
• Intent checks
• Quick segmentation (“Reply A if you’ve applied, B if you need help”)

Schools that adopt Smart Messages see faster replies, clearer intent signals, and less manual counselor follow-up.

Auto Reply

One of the most underused — and one of the most powerful — features for Admissions. Auto Reply lets teams automatically respond to incoming texts based on specific keywords.

It ensures students get instant next steps, even when staff are:

• Traveling
• At events
• In high-volume seasons
• Working after hours

Perfect for opt-ins + quick conversions, Auto Reply can turn static outreach into high-engagement entry points. For example:

• “Text APPLY to [your phone] to receive a fee-waived application link.”
• “Text VISIT to get the campus tour calendar.”
• “Text FAFSA for step-by-step instructions.”

It’s a simple way to capture interest at the exact moment a student is ready — no wait time, no bottlenecks.

WhatsApp

An essential tool for global recruitment. Great for:

• International prospects
• First-generation immigrant families
• Regions where SMS is unreliable

Performance Insights

Most teams underuse timing and engagement analytics to optimize sends.

Insights include:

• Reply rate by time of day
• Topic trends
• Resolution patterns
• Campaign comparisons

These help teams correct friction points early and shape more effective messaging sequences.

Automations

Automations are rarely used to their full potential. Key Admissions use cases:

• After-hours replies
• “Wrong number” responses
• Visit reminder sequences
• Application completion workflows
• Event logistics

Automations save counselor time while keeping students supported around the clock.

FAQ #8: What should Admissions track to understand success?

Key reports include:

• Reply + resolution rates across each funnel stage
• Timing insights to optimize outreach windows
• Topic trends to identify FAQs or bottlenecks
• Opt-out trends by campaign type
• Smart Message branch analytics to see student intent

These insights help reduce friction in the funnel and improve yield.

The most effective Enrollment teams don’t treat messaging as output; they treat it as an opportunity.

Every conversation is a moment to remove confusion, build trust, and move students toward clarity. With the right cadence, questions, and automation, your institution can create an Admissions experience that feels timely, personal, and responsive.

Your Year in Conversations

Mongoose customers: Want to know your institution’s most effective message types, topics, and engagement trends? Book time with your Customer Success Manager to see how your conversations have shaped outcomes — and where your greatest opportunities lie ahead.

To learn more about Mongoose, book a demo today.

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