The Full Story
From lead generation through to applications, the student journey at Northumbria University has evolved significantly in recent years. One of the most effective tools in that journey has been text messaging, with more than 300,000 SMS messages used to support the marketing team’s engagement strategies.
The CRM team has focused on using SMS at moments where timing makes the biggest difference. After the pandemic-driven rise in virtual events, rebuilding strong attendance at on-campus events became a priority. Rather than relying solely on email reminders sent days in advance, the team found that a well-timed text could dramatically improve turnout.
A short SMS sent on the morning of an open day, or even an hour before a webinar, increased attendance by up to 10%. Text messages were also used to support email campaigns, following up with students who had not opened an email within 24 hours. This approach lifted engagement and improved click-through rates across key calls to action.
As Phil Smith, CRM Manager, explains, “Cutting through is vital. Some students won’t get an instant email notification, some might check later. A text lands differently. It plays a big part in lifting engagement in our emails and events.”
SMS has also proven effective as more than just a reminder channel. In one campaign aimed at current undergraduate students applying for postgraduate study, Northumbria used a text message to link directly to a pre-populated application form. Supported by a message highlighting that the application could be completed in under a minute, the SMS not only increased email open rates but also generated additional applications on its own.
The team continues to refine how SMS is used across the university. Best practice on timing and message length is being shared with colleagues, and split testing is planned to further improve results. By combining email and SMS thoughtfully, Northumbria is boosting attendance, response and applications without adding unnecessary complexity.