Reputable colleges do not waste money on junk mail. That means the incoming college-related email in your kid's inbox is more important than you realize. Colleges target eligible students for admission based on test scores and other data. Those emails are actual requests to seriously consider them. Some of those emails contain offers of waived admission application fees, special visitation opportunities and abbreviated applications.
There are some colleges that do send spam. Those colleges are not worth your time and likely don't offer a good value to your high school senior. Fortunately, they are in the minority.
Tell your kid to go look in his inbox and see who is interested in him and what perks they may be offering. Those offers often have an expiration date!