How MailEasy helped Northfield Programs accelerate enrollment by correctly interpreting applicant intent
About the Client
Northfield Programs is a selective education organization running cohort-based academic and enrichment programs. Their admissions process blends structured applications with ongoing conversations emails, follow-ups, interviews, and clarifications before a student enrolls.
Their challenge wasn’t lead volume. It was lead interpretation.
Admissions teams were making decisions based on partial signals, while real applicant intent lived inside conversations.
After MailEasy
48%
Faster Application → Enrollment
“We stopped chasing people who weren’t ready and focused more on the ones who were.”
Industry & Company Size
Education / Admissions, 70–80 admissions, academic, and operations staff
Value Delivered
48% faster application → enrollment cycle over a Batch
The Problem
Northfield Programs’ funnel looked clean on paper but behaved poorly in practice.
1. Funnel stages were manually guessed
Admissions officers manually moved applicants through stages based on:
Gut feeling
Last email sent
Incomplete notes
As a result:
High-intent applicants were sometimes left waiting
Low-intent conversations stayed marked “active”
The funnel reflected assumptions, not reality.
2. Intent lived in conversations, not fields
Applicants revealed readiness through subtle signals:
Asking about start dates
Requesting payment details
Introducing parents into the conversation
But these signals were buried inside emails and messages (not captured by the CRM).
How do you accurately detect applicant intent and move the right people forward, without relying on manual stage updates or guesswork?
The Solution
MailEasy was implemented as an intent-interpretation layer for admissions workflows.
Instead of asking admissions teams to update funnels manually, MailEasy learned from real conversations.
1. Conversation-driven intent detection
MailEasy analyzed applicant communication for signals such as:
Urgency and readiness language
Enrollment-related questions
Stakeholder involvement (parents, counselors)
These signals were continuously reflected in applicant status.
2. Dynamic funnel movement
Applicants moved through stages automatically based on demonstrated intent (not static rules).
High-intent applicants surfaced quickly
Dormant or exploratory conversations deprioritized naturally
Admissions teams no longer had to guess who was ready.
3. Focused admissions workflows
Daily views prioritized:
Applicants most likely to enroll soon
Conversations needing timely intervention
Leads at risk of stalling
Time and attention flowed where it mattered most.
Highlights
48% faster application → enrollment
By aligning admissions effort with real intent high-intent applicants progressed faster
Less chasing, better conversations
Follow-ups to low-intent leads dropped significantly
Improved applicant experience
Ready applicants felt responded to
Fewer unnecessary nudges were sent
Communication felt more timely and relevant
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Understand your current sales workflow
Pinpoint where real issues are
Check if MailEasy would work for your team
Decide next steps together
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