When SMS Makes Sense
SMS works best for messages that need immediate attention or action:
Time-sensitive stuff
- Application deadlines
- Event reminders
- Clearing updates
- Document submission deadlines
High-impact moments
- Course promotions
- Scholarship announcements
- Event invitations
- Service feedback requests
Quick transactions
- Event tickets with QR codes
- Check-in details
- Confirmation messages
Building SMS Campaigns That Work
Keep It Simple
Think of SMS as a condensed email with four key parts:
- Personal touch (optional) – First names eat up characters, so use sparingly
- What – State your message clearly
- When & where – Include essential details if relevant
- How – Always include a clear call to action with a trackable link
You’ve got 160 characters including spaces. Make them count.
Real Campaign Examples
Postgraduate UK Recruitment – Northumbria University
Northumbria University ran a postgraduate recruitment campaign targeting current undergraduates who hadn’t yet engaged with email outreach.
Approach: SMS nudges sent 24 hours after the original email to non-openers
Results:
- 5% increase in email open rates
- 9 additional applications
- 3 direct applications via the SMS link
ROI: Significant uplift against a modest SMS cost of £229
Read the full case study
Getting the Basics Right
Content and Timing
- Test everything – You can’t recall SMS once it’s sent
- Time it right – Test different send times to find your sweet spot
- Use triggers – Send based on previous actions (like not opening an email)
- Track everything – Use UTM parameters to measure impact
Know Your Audience
- Segment smartly – SMS works particularly well with mature students and postgraduates
- Don’t bombard – SMS feels intrusive, so respect frequency limits
- Check international reach – Consider costs and reliability for overseas students
- Handle consent properly – Ensure you have proper permissions for marketing messages
Technical Bits
- Use trackable links – UTM parameters are essential
- Watch your budget – Automated workflows can trigger large volumes quickly
- Include opt-out info – Even though Gecko adds this automatically
- Test emojis – They add personality but can eat up characters
Playing Well with Other Channels
SMS works best as part of a bigger picture:
- Email backup – Send SMS 24 hours after email campaigns to boost engagement
- Event support – Text links to personalised RSVP pages with QR codes. Students find these easier to access via text than digging through emails
- Multi-channel flows – Build automated journeys that weave together email, SMS, and other touchpoints
- Quick feedback – Use SMS for short surveys and service evaluations
What to Measure
Track these metrics to see if your SMS campaigns are working:
- Click-through rates on SMS links (via UTM tracking)
- Actions taken after SMS sends (applications, registrations, etc.)
- Lift in other channels (like email open rates after SMS)
- Event attendance rates with and without SMS reminders
The Bottom Line
SMS remains one of your most direct channels to students. When you use it strategically – as part of broader campaigns rather than standalone blasts – it can significantly boost engagement, attendance, and conversions throughout the student journey.
The key is treating SMS as the focused, action-oriented channel it is, rather than trying to cram everything into 160 characters. Get the timing right, keep the message clear, and always give people a reason to tap that link.
Want to learn more? Watch the below webinar hosted by Phil Smith, CRM Manager at Northumbria University, as he shares practical insights on leveraging SMS marketing in higher education recruitment.
