Let’s be honest: Email may be today’s students’ preferred method of contact from colleges and universities, but they certainly aren’t sitting around compulsively checking their inboxes. Even when they do get around to looking at them, it’s easy to understand why they’d do a quick skim before moving on.
Tell me honestly… would you take the time to go through all of this? (And look at those timestamps!)
We also know that they ignore calls from unknown numbers and leave printed mail untouched on the kitchen counter.
But text messages… That’s a different story. They’re immediate, personal, and often seen within minutes.
For admissions teams trying to connect with prospective students in a crowded communication landscape, SMS has evolved from a nice-to-have feature into one of the most powerful engagement tools available. Whether you’re using Slate, Element451, Salesforce, or another CRM, a well-planned texting strategy can help move students from inquiry to enrollment more effectively.
The key, however, isn’t sending more texts — it’s sending the right text at the right moment.
Why Text Messaging Works
Students live on their phones. Text messaging meets them where they’re already spending their time.
When used strategically, SMS can help admissions teams:
- Increase student engagement
- Build affinity
- Deliver time-sensitive information quickly
- Reduce application melt
- Encourage event attendance
- Support students throughout the enrollment journey
But successful texting goes beyond sending deadline reminders. The most effective programs use SMS as part of a larger communication strategy designed to build relationships — not just drive transactions.
SMS vs. MMS: What's the Difference?
Most institutions are familiar with SMS, the traditional text-only message format. But many CRMs also support MMS (Multimedia Messaging Service), which allows admissions offices to send visual content alongside text.
SMS is ideal for:
- Application deadline reminders
- Missing document notifications
- Event confirmations
- Deposit reminders
- Quick calls to action
MMS can elevate engagement with:
- Stunning campus photos
- Personalized welcome messages
- Student testimonial videos
- Open House highlights
- Orientation resources
- GIFs and visual storytelling
Think of SMS as the quick conversation and MMS as the opportunity to bring your institution’s personality to life.
Not every message requires multimedia, but incorporating MMS strategically can help your communications stand out in a sea of notifications.
Personalization Is the Secret Sauce
Nobody wants to receive texts that feel like mass marketing.
Students expect text messages to be more personal than email, and they can quickly recognize when a message feels automated or irrelevant.
Modern CRM platforms make it possible to personalize messages using:
- Student name
- Academic interests
- Geographic location
- Assigned counselor information
- Event participation
- Application status
- Behavioral engagement data
Imagine this scenario:
A student attends your Open House on Saturday. On Monday morning, they receive a text from their admissions counselor:
“Hi Maya! Thanks for joining us this weekend. Do you have any questions about the Nursing program or the application process?”
That feels less like marketing and more like a conversation.
And conversations are what build relationships.
The Best Texts Feel Human
Here’s a simple question every admissions office should ask before sending a text:
Would this feel helpful if I received it?
Students reserve their text inboxes for friends, family, and trusted organizations. If every message sounds promotional, your institution risks becoming background noise.
Some texting best practices include:
- Write like a human
- Use a conversational tone
- Keep messages concise
- Include a clear next step
- Make it easy to respond
- Use recognizable phone numbers
- Respond quickly when students reply
The most successful enrollment teams don’t use texting as a megaphone — they use it as a conversation starter.
Compliance Is Not Optional
Texting is powerful, but it also comes with responsibilities and legal obligations.
Before launching any SMS campaign, institutions must ensure they’re in compliance with applicable regulations and industry guidelines.
These include, but are not limited to:
- Explicit opt-in to receive text messages
- Immediate opt-out (STOP, QUIT, etc.)
- 10DLC compliance
- Sharing that messaging and data rates may apply
It’s also helpful to make sure students understand what types of messages they’ll receive and how frequently they’ll hear from your institution (setting expectations up front is always a good thing!).
Transparency doesn’t just support compliance — it builds trust, which is essential for meaningful student engagement.
Now that you have a better understanding of how to leverage text messaging, it’s time to start building out your strategy! Need a hand? You know the SparkAssist team is always here for you. Connect with us today!