Making sure the content of your texts is appropriate for the target population is always important, but so is personalizing your messages. Using customized elements and tailoring your message to a particular recipient group has been known to increase engagement, with some reports showing recipients are 29% more likely to respond to a message if it’s personalized!⁴

Below are some examples on how you may better personalize a text and build rapport with your audience:

• Include the preferred first name of the recipient.
• Include the recipient’s major or field of study.
• When applicable, tailor the content to a specific geographic area.
• Mention the name of the student if your text is going to parents.
• Customize your sending groups based on what you know of your target population’s preferences and interests.

Even though MMS (Multimedia Messaging Service) messages allot for more, the general rule of thumb is to try and keep texts at around 160 characters. Text messages are regarded as a more personal medium of communication than emails, so keeping content short and sweet is a good way to ensure you get your message across without overwhelming recipients with too much information.

It’s important to be concise, but we want to make sure we maintain clarity, as well. A strong call to action, the name of your institution, and any relevant information regarding the call to action are the basic components of a concise text message. By communicating the above with a conversational tone, and without the use of acronyms and “text speak,” you can maintain an air of professionalism while building an engaging relationship with recipients.

Including appropriate UTMs at the end of links is important for accurately tracking the effectiveness and progress of text messaging campaigns. A UTM (Urchin Tracking Module) is a small portion of code that is added to the end of a URL to track online marketing performance. Having feedback on different parameters of your marketing efforts can assist you later down the road by offering insight into what communication strategies are working, or where some adjustments might be necessary.

We also suggest using link-shortening platforms when sending text messages. However, not all sending platforms support shortened links, in which case, we advise removing the UTMs to keep the message within character limits.

A key component of email marketing is making sure you provide the opportunity for recipients to unsubscribe from the mailing list. The same goes for text messaging!

You always want to make sure you provide an option for recipients to opt out of receiving further communications by including “Reply STOP to End” at the end of all text messages. This also helps you refine your sending populations for future sends to more engaged students and parents.

You want to make sure you time the sends of your text messages appropriately, too. This ties into what we mentioned earlier about text messaging being a much more personal mode of communication — we do not want to abuse the more intimate opportunity we have to reach our audience by sending too frequently or at inconvenient times.

According to the research collected in Spark451’s 2024 College-Bound Student Survey, in which we gathered feedback from more than 5,400 graduating high school seniors, 37% of students report that they are open to receiving texts from an institution at any time in the college search and selection process. However, any time in the cycle does not equal any time of the day, and you should carefully schedule your campaign launches for maximum efficacy. In fact, numerous studies have been conducted on the subject, generating data that more clearly outlines the significant impact time and frequency of sends has on recipient engagement and participation:

• Timing: Several sources support that it’s best to send text marketing messages between the hours of 8:00 AM and 9:00 PM within recipients’ local time zones⁵, and more specifically between noon and 8:00 PM⁶. Sending texts to a high school population around 3:00 PM yields the highest response rate⁷—after school has let out and before after-school activities begin.
• Frequency: Send frequency should be something that is increased gradually, and monitored closely. It’s suggested that one text a week be the frequency with which to start. Research suggests there is a significant increase in unsubscribe rates once the sender reaches the threshold of 10–15 messages a month.⁸

Not every text message needs to include a visual aspect, nor should it. However, adding a simple but relevant image or GIF to a text message can increase engagement by as much as 350%!⁹

You may be asking, “So when is it best to incorporate an image or GIF?”

Event announcements and messages that provide significant updates profit the most from having media included, because the visual component distinguishes it from other messages and promotes more awareness. Reminders and submission confirmations are more effective as simple SMS messages.

The numbers already support the presence of the massive opportunity cell phones lend to marketers. The results from our 2024 College-Bound Student and Parent Surveys alone indicate that 79% of students use an iPhone regularly, while 67% of parents reported using their cell phone more than any other device.

Incorporating text messages into your marketing strategy can increase the effectiveness of your institution’s campaign — whether your goal is to increase awareness, drive traffic elsewhere, or encourage further engagement. As text messaging continues to grow in popularity, the benefits and unique opportunities that cell phones provide marketers grow along with it. Heeding the suggestions above can help you take advantage of said opportunities, and reach your audiences in the most impactful ways possible!

For more information about incorporating and optimizing text messaging in your marketing plans, don’t hesitate to reach out to us at Spark451. You can also access the full results from our 2024 College-Bound Student and Parent Surveys for additional insights about how texting plays a role in the higher education landscape today. We are always happy to discuss with you the ways we can work together to make the most of your text message marketing campaigns.

The initial impression your recipient gets from your email is crucial. It determines whether they find it engaging enough to read further, delete it immediately, or even unsubscribe.
Creating the perfect email starts with making a personal connection right from the start, so use the data you have (first name, location, school name, relevant stats, etc.) to immediately grab your recipient’s attention. Be sure to keep the subject line concise, ideally under 70 characters, to ensure it’s fully visible on mobile devices and doesn’t get cut off.

Example: Apply to Spark University Today! —> Jane, Apply to Spark U’s Marketing Program Today!

The preview text should complement the subject line, offering additional value without being redundant. For example, if your subject line reads, “Jane, Apply to Spark U’s Marketing Program Today!” an effective preview text might be, “Our alumni help marketing students secure internships and real-world experiences.” This approach ensures the preview text provides new, enticing information that enhances the subject line, giving the recipient a compelling reason to open the email.

By strategically using the preview text to highlight unique benefits or important details, you can significantly improve open rates and engagement with your email content.

Incorporating dynamic content into your emails can significantly enhance personalization and engagement. By tailoring emails to include details such as the recipient’s preferred major, proximity to campus (local vs. non-local), or student status (prospect, applicant, admit, etc.), you create a more individualized and relevant experience for each student.

Let’s face it: each student is unique. Sending the same email to a large group won’t be as effective as sending a message that incorporates a few personalized touches.

Here are a few tips for creating more personalized emails:

• Use Dynamic Content: Make your emails feel personal by including specific information like the recipient’s preferences. Example: Marketing Major.
• Clear Call-to-Action (CTA): Ensure that your CTA is prominent and easy to follow throughout the entire email, including in the P.S. line. A clear CTA guides the recipient on the next steps and encourages them to take action.
• Utilize Bullets or Numbers: When presenting information, using bullets or numbers makes the content easier to read and digest. This format helps break down complex information into manageable pieces, making your email more reader-friendly.

Interesting Fact: Gen Z has an 8-second attention span for reading, so make sure those 8 seconds are impactful!

To maximize the effectiveness of your emails, it’s essential to strategically place and design your call-to-action (CTA) buttons. Here are some best practices that we follow:

• Position CTA Button Above the Fold: Place the primary CTA button near the top of the email, ensuring it is visible without scrolling on mobile devices. This increases the likelihood of engagement.
• Use Double CTA Buttons When Appropriate: This not only increases the chances of students clicking on your email, but also provides them with options. For example, you could include both “Learn More” and “Schedule Your Visit” buttons.
• Incorporate UTM Tracking Links: Always include UTM parameters in your links to track the effectiveness of your email campaigns and understand user behavior.
• Craft Clear & Urgent Button Copy: For single CTA emails, use concise and compelling language on your buttons (e.g., “Apply Today” instead of “Click Here to Apply”) to create a sense of urgency and drive action.

CTA buttons are crucial and should always be included. They are often the first elements that catch the reader’s attention, so it’s important to make a strong and meaningful first impression.

To create a more personal and trustworthy connection with recipients, it’s best for emails to come from a real person or department. For example, an email could be signed by John Doe, Executive Director, Office of University Admissions. This approach adds credibility and a human touch to your communications. It’s also important to keep this information updated across all emails, as titles and personnel can change, to help ensure messages remain accurate and relevant. With the rise of phishing emails, maintaining the trust of our audience is essential!

Perfecting your email templates is also an essential step! There’s nothing worse than sending out a message with broken links, social media icons that don’t lead to the correct pages (this is especially important), or header images that don’t align with the email’s content. When creating your email template, be sure to keep the following points in mind.

• Include Links in All Images: Always ensure that all images in your email, especially header images, are linked. This can significantly boost your click-through-rate (CTR) by giving your recipient more chances to click.
• Optimize CTA Buttons: When designing call-to-action (CTA) buttons, make sure they include a link and are going to the correct page! If not, this might throw off the point of the email.
• Highlight Clickable Links: Make sure all clickable links stand out by using bold formatting, a different color, or underlining them. This helps to draw attention and encourage clicks.
• Personalization Is Key: Take advantage of personalization tokens such as First Name, Parent Name, Major, City, etc. Personalizing your emails can increase engagement and make your communications feel more relevant to the recipient.
• Verify Social Icons & Footer Links: Ensure all social icons and links in the footer of your email are correct and lead to the intended destinations. This not only provides additional engagement opportunities but also builds trust with your audience.
• Testing Your Template on Mobile and Desktop: Make sure your email template displays well on both mobile and desktop devices by checking its layout, images, and functionality across various screen sizes. Since many students frequently use their phones, this step is essential. Pro tip: Don’t forget to test your email in dark mode, as this feature is increasingly popular.

With thousands of colleges and universities sending billions of emails daily, it’s crucial that your emails not only stand out in the inbox but also keep the reader engaged once opened. Need a hand getting started? Reach out to learn more about how Spark451’s expert team can help support your email needs.

Hundreds of hours are about to be spent on fall travel, with counselors and road warriors heading to high schools and college fairs throughout the country and abroad. Help them have a successful season and ensure your data stays clean by:

• Implementing an automated communication plan prepared for prospective students and high school counselors to let them know about upcoming travel plans.
• Watching, and having a plan, for duplicate records for organizations and CEEB codes.
• Leveraging travel-centric reports and tools (like Voyager if you’re in Slate).
• Using QR Codes at college fairs that direct students to inquiry forms. Or, for a more advanced approach, consider using them for online check-ins.
• Integrating with a vendor that enables you to leverage college fair inquiry forms.

With fall comes a massive influx of campus visitors. In addition to making sure the grounds and buildings are in tip-top shape, pay attention to your database.

• Is your database ready to collect information about students’ guests? Parent information (thank-you notes and follow-up comms), sibling emails (future prospects) — they’re all important.
  Pro Tip: Collecting parent information? Why not make a parent drip campaign?
• Are your pre– and post-event communications built?
  • Are you sending invitations?
  • Event reminders?
  • Are you reaching out to people who didn’t attend?
  • Will you be sending post-event information and surveys?

Don’t let the effort of collecting data go to waste — reporting is key!

• How are you reporting on your travel? Are you analyzing that information? Using it to influence future travel?
• Are your funnel reports up to date for the upcoming year? Is your Vice Provost already asking for 2025 numbers? (Hint: They should be.)

Thousands of students take advantage of third-party applications. Do you have systems in place to quickly and smoothly integrate them?

• Did you get your Common App, Coalition App, and other third-party mappings updated?
• Have you tested your imports?

Nothing is worse than sitting down for a reading session and encountering issues. Before reading season kicks into high gear, make sure you’re ready for it.

• Update your scholarship fields
• Review and set up this year’s reading structure
• What’s your game plan for training new staff on your application reading process?

Our team of experts is well-versed in all major admissions CRMs and is ready to put their combined experience to work. Through our flexible SparkAssist service, you can learn with us and become an expert on all things Salesforce, Slate, and Element451. Or, hand us a project for one-time completion. No project is too small or large for us!

• Drip campaigns development and automation
• Responsive HTML email templates
• Querying and reporting
• Database efficiencies
• Lead generation and strategizing origin sources

If you’re interested in learning about Spark451’s SparkAssist options, please reach out to us!