Best SMS Practices for Universities in 2025

Table of Contents

1. Obtain Proper Consent and Stay Compliant
2. Personalize Messages for Maximum Engagement
3. Keep Messages Clear and Concise
4. Use Calls-to-Action (CTAs)
5. Segment Your Audience
6. Time Your Messages Strategically
7. Leverage Two-Way Communication
8. Integrate SMS with Other Communication Channels
9. Measure and Optimize Performance
10. Be Mindful of Frequency
- Is your university making the most of SMS in 2025?

In 2025, text messaging (SMS) continues to be one of the most effective communication tools for universities. With the rapid adoption of mobile technology, students, parents, and even alumni expect concise, timely, and relevant updates delivered straight to their phones. When done correctly, SMS can foster engagement, increase enrollment, and enhance the overall student experience. Here are the best SMS practices universities should follow in 2025 to stay ahead in the ever-evolving landscape of higher education communication.

1. Obtain Proper Consent and Stay Compliant

Before sending any SMS, ensure you have the recipient’s explicit consent. Adhere to regulations like the Telephone Consumer Protection Act (TCPA) or General Data Protection Regulation (GDPR) if applicable. Provide clear opt-in and opt-out options and avoid spamming. Compliance isn’t just a legal requirement; it’s a trust-building measure that ensures recipients welcome your messages.

Example: *”Thank you for opting into [University Name] updates! Reply STOP at any time to unsubscribe.”

2. Personalize Messages for Maximum Engagement

Generic messages are less likely to capture attention. Use data to personalize texts based on the recipient’s name, enrollment status, or area of interest. Personalized messages show that your university values individual engagement and fosters a stronger connection.

Example: *”Hi [Name], the deadline to apply for the Fall 2025 semester is approaching: [Date]. Submit your application here: [Link]. We’re excited to have you join us!”

3. Keep Messages Clear and Concise

SMS has a character limit for a reason. Be direct, avoid jargon, and communicate the essential details. A well-written SMS respects the recipient’s time and ensures the message is understood at a glance.

Example: *”Reminder: Orientation begins Monday at 10 AM in the Student Center. Check your email for the full schedule!”

4. Use Calls-to-Action (CTAs)

Every SMS should have a clear purpose and a call-to-action. Whether it’s asking recipients to RSVP for an event, complete a task, or visit a link, CTAs guide them on what to do next.

Example: *”Join us for our Career Fair on April 15! RSVP here: [Link]. Meet top employers and discover opportunities.”

5. Segment Your Audience

Not every message is relevant to every recipient. Use segmentation to send tailored messages to specific groups, such as prospective students, current students, alumni, or parents. This ensures the content is relevant and well-received.

Example Segments:

Prospective Students: Application deadlines, campus tour invites
Current Students: Event reminders, class registration alerts
Alumni: Fundraising campaigns, reunion invitations

6. Time Your Messages Strategically

Timing is everything in SMS communication. Avoid sending texts late at night or during busy periods. Consider the recipient’s time zone and send messages when they are most likely to engage, such as mid-morning or early evening.

Example: *”Hi [Name], registration for Fall 2025 classes opens tomorrow at 9 AM. Log in to your student portal to secure your spot.”

7. Leverage Two-Way Communication

SMS is not just a broadcasting tool; it’s an opportunity for dialogue. Encourage recipients to reply with questions or concerns. Use automation and live support to manage responses efficiently.

Example: *”Need help with your application? Reply to this text, and one of our advisors will assist you!”

8. Integrate SMS with Other Communication Channels

While SMS is effective, it should complement your broader communication strategy. Use it alongside email, social media, and in-app notifications for a cohesive approach. SMS is ideal for urgent updates or reminders, while email can handle detailed information.

Example: *”Check your email for the complete schedule of Welcome Week events. Text us if you have any questions!”

9. Measure and Optimize Performance

Track metrics like open rates, click-through rates, and response rates to evaluate the success of your SMS campaigns. Use this data to refine your messaging and improve future campaigns.

Example:

Track how many students clicked a link to register for an event.
Monitor responses to survey texts for real-time feedback.

10. Be Mindful of Frequency

Overloading recipients with texts can lead to fatigue and increased opt-outs. Limit the number of messages you send and ensure each one delivers value. A well-planned schedule can help maintain engagement without overwhelming your audience.

Example: *”This is your weekly update from [University Name]. Stay tuned for more details about upcoming events and deadlines!”

In 2025, SMS remains a cornerstone of effective communication for universities. By following these best practices—staying compliant, personalizing messages, keeping content concise, and respecting your audience’s preferences—your institution can maximize the impact of its text messaging strategy. Done right, SMS can enhance enrollment, boost engagement, and strengthen your university’s relationship with its community.