10 Higher Ed Text Messaging Best Practices: Key Dos and Don'ts

If you’re new to one-to-one conversational SMS messaging in higher ed, then you likely have questions: How long should your messages be? When should they go out? To emoji or not to emoji?

There are hundreds of colleges and universities who want to make the most of AI-based Blended Messaging™ technology so that, like the University of Texas at Austin, they can engage 98% of their targeted students in text messaging. 

Over the years, we’ve honed our advice as customers have proven what tactics work for higher ed text messaging best practices. And we’re ready to spill our secrets. You’re invited to check out, print and use the tips in our cheat sheet below. Happy texting!

The Power of Text Messaging in Higher Education

Students expect instant and seamless communication, making text messaging a powerful tool for higher education institutions. From enrollment reminders to campus alerts, well-timed texts can improve engagement, streamline administrative processes and enhance the student experience. However, without clear guidelines, texting efforts can easily backfire—leading to unread messages, disengaged students or even compliance risks.

Implementing higher ed text messaging best practices ensures that messages are both effective and ethical. By following proven strategies, institutions can strike the right balance between convenience and professionalism, keeping students informed without overwhelming them. Whether sending academic reminders, financial aid updates or event invitations, having a structured approach helps maximize impact while maintaining trust.

Here’s a quick glance at the dos and don’ts of higher education text messaging..

Crafting Engaging Text Messages

Crafting engaging text messages is crucial for effective communication with prospective and current students. To capture their attention and prompt action, follow these best practices:

• Keep it concise: Text messages should be brief and to the point, ideally under 160 characters. This ensures that your message is easily digestible and doesn’t overwhelm the recipient.
• Use clear language: Avoid using jargon or technical terms that may confuse recipients. Simple, straightforward language is more likely to be understood and acted upon.
• Personalize: Address recipients by name and tailor the message to their interests or needs. Personalization makes the message feel more relevant and engaging.
• Include a clear call-to-action: Provide a specific action for the recipient to take, such as visiting a website or responding to the message. Clear instructions help guide the recipient towards the desired outcome.
• Use relevant emojis: Emojis can help convey tone and add a touch of personality to the message, but use them sparingly. A well-placed emoji can make the message feel more friendly and approachable without detracting from its professionalism.

By following these guidelines, you can create engaging text messages that capture the attention of your audience and encourage them to take action.

5 Essential Dos for Higher Ed Text Messaging

When used correctly, text messaging can be one of the most effective communication strategies for planning and implementing effective communication and keeping students engaged and informed. Following these best practices ensures that messages are clear, relevant and well-received, helping institutions build trust while improving communication outcomes.

Do #1: Obtain Consent Before Sending Messages

Texting is an incredibly personal communication channel wherestudents should always have control over the messages they receive. Before sending any texts, institutions must obtain consent from students through specific strategies such as clear and accessible opt-in methods. This ensures compliance with regulations like the Telephone Consumer Protection Act (TCPA) and Family Educational Rights and Privacy Act (FERPA) while building trust.

Opt-in methods should be clear and accessible—whether through online enrollment forms, event registrations or student portals. By giving students the choice to receive messages, you create a more engaged audience that is more likely to respond and act on the information shared.

Do #2: Keep Messages Clear and Concise

Students are bombarded with notifications daily, so long-winded messages are more likely to be ignored. The best texts are short, to the point and easy to understand at a glance. Aim for a length of 160 characters or less and keep the wording simple.

For example, instead of:

"Dear student, this is a reminder that your financial aid application is due next Friday at 5 PM. Please ensure all required documents are uploaded to your student portal before the deadline to avoid any delays in processing."

Try:

"Reminder: Your financial aid application is due Fri at 5 PM. Upload required documents ASAP to avoid delays. Check your portal for details."

A concise message makes it easy for students to read and act on without feeling overwhelmed.

Do #3: Personalize Messages for Better Engagement

Students are more likely to engage with messages that feel relevant to them. Adding a personal touch—like using their name or referencing their program—helps increase response rates and overall effectiveness.

Compare these two messages:

Generic: "Don’t forget to register for next semester’s courses!"
Personalized: "Hi Alex, registration for your Fall courses opens next Monday! Log into your portal to secure your spot."

Personalization also involves sending the right message to the right student at the right time. By leveraging data on academic standing, deadlines and interests, institutions can deliver texts that feel more relevant and helpful.

Do #4: Time Your Messages for Maximum Impact

Even the most well-crafted message can go unread if it arrives at the wrong time. Students are far more likely to see and respond to texts during business hours rather than late at night or early in the morning.

Ideal windows for sending messages typically fall between 10 AM and 7 PM, with Tuesdays through Thursdays being the most effective days for engagement. Institutions should also consider the urgency of their messages—an upcoming deadline reminder might need to be sent twice, while a general announcement should be timed to avoid getting lost in the mix.

Sending timely event reminders about club meetings, guest lectures, campus tours and job fairs can significantly boost attendance and keep students organized and informed.

Using automated scheduling tools can help ensure messages are sent when students are most likely to see and act on them.

Do #5: Always Provide an Opt-Out Option

Just as students must opt in to receive messages, they should also have the ability to opt out at any time. Including a clear and simple way to unsubscribe—such as “Reply STOP to unsubscribe”—ensures compliance and shows respect for students’ preferences.

An easy opt-out process builds trust and helps institutions maintain a list of engaged recipients rather than continuing to send messages to those who don’t find them valuable. This keeps texting an effective and welcomed communication channel rather than an annoyance.

Engaging Prospective Students with Text Messaging

Text messaging is an effective way to engage prospective students and build relationships with them. Here are some strategies for using text messaging to engage prospective students:

• Send personalized messages: Address prospective students by name and tailor the message to their interests or needs. Personalization shows that you value them as individuals and are attentive to their specific circumstances.
• Provide timely updates: Send reminders about upcoming events, deadlines or important milestones in the application process. Timely updates keep prospective students informed and help them stay on track.
• Offer support: Provide support and guidance throughout the application process, answering questions and addressing concerns. Being available to assist can alleviate stress and build trust.
• Encourage interaction: Encourage prospective students to respond to messages and engage in a conversation. Interactive communication fosters a sense of connection and makes the process feel more personal.

Text messaging to engage prospective students allows you to build trust and establish a connection with them, increasing the likelihood of them choosing your institution.

Supporting Current Students through Ongoing Communication

Text messaging is not just for prospective students; it can also be used to support current students throughout their academic journey. Here are some ways to use text messaging to support current students:

• Send reminders: Send reminders about upcoming events, deadlines or important milestones in the academic calendar. Timely reminders help students stay organized and on top of their responsibilities.
• Provide academic support: Offer support and guidance on academic matters, such as course selection or tutoring. Providing academic assistance can help students succeed and feel supported.
• Encourage engagement: Encourage current students to participate in campus events and activities. Promoting involvement in campus life enhances the overall student experience.
• Offer resources: Provide resources and support for students who may be struggling with academic or personal issues. Access to resources can help students navigate challenges and achieve their goals.

By using text messaging to support current students, you can help them stay on track and achieve their academic goals.

5 Critical Don'ts for Higher Ed Text Messaging

While text messaging is a powerful tool for student engagement, poor execution -- such as sending too many messages -- can overwhelm or frustrate the audience, leading to disengagement or compliance issues. Avoid these common mistakes to ensure your messaging remains effective and well-received.

Don't #1: Don’t Overload Students with Too Much Information

Text messages should serve as quick reminders or actionable alerts—not full-blown emails crammed into 160 characters. When texting prospective students, it is crucial to keep messages concise and clear. Sending long, detailed texts can overwhelm students and reduce the likelihood of them reading or responding.

For example, rather than sending:

“Your tuition payment is due in two weeks. You can pay online via the student portal using credit, debit or ACH. Payment plans are also available. If you have financial aid, check your award status before making a payment. Contact the bursar’s office if you have questions.”

Send a concise message that directs them to more details:

“Tuition due in 2 weeks. Log into your portal to check your balance & payment options. Need help? Contact the bursar’s office.”

The goal is to grab attention and prompt action, not overwhelm students with excessive details.

Don't #2: Don’t Use Slang, Jargon or Excessive Abbreviations

While it might be tempting to keep things “casual” to relate to students, excessive use of slang, emojis or abbreviations can make messages confusing or unprofessional. A message like this might not land well:

"Hey there! 🏫 Just a heads-up, ur FA app is due Fri @5. Don’t b late! Need help? HMU at the FA office. 💸"

Instead, stick to a professional yet approachable tone:

"Reminder: Your financial aid application is due Friday at 5 PM. Questions? Contact the financial aid office."

This ensures clarity and maintains a respectful, institutional tone while still being student-friendly.

Don't #3: Don’t Send Unsolicited or Irrelevant Messages

Students expect text messages to be useful and timely, not random or disruptive. If an institution starts sending unrelated, excessive or spam-like messages, students may start ignoring all messages—even important ones. A2P campaigns should be used for promotional or informational purposes, ensuring that permission is obtained from students before sending any messages.

For instance, sending a text about a campus event unrelated to a student’s major or interests can feel intrusive. Instead, segment messaging based on relevance:

“Join us for the Engineering Career Fair this Friday!” (sent to all students) “Calling all Engineering majors! Don’t miss the Engineering Career Fair this Friday. Details in your portal.” (sent to engineering students only)

Segmentation ensures messages feel relevant, increasing engagement and reducing opt-outs.

Don't #4: Don’t Share Sensitive or Personal Information

Text messaging is not a secure platform for sharing private student data. Sending personally identifiable information (PII) through SMS can violate FERPA regulations and expose students to security risks.

For example, never send messages like:

"Your student ID # is 123456. Use this to log into your portal to review your grades."

Instead, guide students to secure platforms:

"Your final grades are available! Log into your student portal to check them."

This ensures that confidential information stays protected while still keeping students informed.

Don't #5: Don’t Send Messages Without a Follow-Up Plan

Texting should be a two-way communication tool, not just a broadcast system. If students respond to a message with a question or concern, there should be a clear process in place for handling replies.

For example, sending an announcement about an upcoming registration deadline without follow-up support could lead to frustration:

"Course registration closes Friday. Don’t forget to enroll!"

What happens if a student has questions about course selection or prerequisites? Instead, provide a support option:

"Course registration closes Friday! Need help picking classes? Academic advisors are available—schedule an appointment through your portal."

By ensuring students have a clear next step, institutions can increase engagement and reduce confusion.

These common mistakes can make or break an institution’s text messaging strategy. When messages are concise, relevant and student-friendly, they drive engagement and foster trust.

Leveraging Scheduling and Automation for Efficiency

Scheduling and automation can help streamline your text messaging efforts and increase efficiency. Here are some ways to leverage scheduling and automation:

• Schedule messages: Use a text messaging platform to schedule messages in advance, ensuring that they are sent at the right time. Scheduled messages can be timed to coincide with important dates and deadlines.
• Automate responses: Set up automated responses to common questions or inquiries, freeing up staff time to focus on more complex issues. Automated responses ensure that students receive timely answers to their queries.
• Use workflows: Create workflows that automate the sending of messages based on specific triggers or events. Workflows can help ensure that messages are sent consistently and at the appropriate times.
• Integrate with CRM: Integrate your text messaging platform with your CRM system to automate the sending of messages and track interactions. CRM integration allows for more personalized and targeted communication.

By leveraging scheduling and automation, you can save time and resources while still providing effective communication to your audience.

Measuring the Success of Text Messaging Campaigns

Measuring the success of text messaging campaigns is crucial to understanding their effectiveness and making improvements. Here are some metrics to track:

• Open rates: Track the percentage of messages that are opened by recipients. High open rates indicate that your messages are being seen.
• Response rates: Track the percentage of messages that receive a response. High response rates suggest that your messages are engaging and prompting action.
• Conversion rates: Track the percentage of recipients who take a specific action, such as visiting a website or attending an event. Conversion rates help measure the impact of your messages on desired outcomes.
• Opt-out rates: Track the percentage of recipients who opt-out of receiving future messages. High opt-out rates may indicate that your messages are not resonating with your audience.

By tracking these metrics, you can gain insights into the effectiveness of your text messaging campaigns and make data-driven decisions to improve them.

Unlock the Full Potential of Higher Ed Text Messaging

Effective text messaging is more than just sending reminders—it’s about delivering the right information at the right time in a way that truly engages students and enhances student success. By following these higher ed text messaging best practices, institutions can create a seamless, student-centered communication strategy that enhances engagement, streamlines operations and builds trust.

At Modern Campus, we understand the power of personalized, well-timed messaging. Our student engagement solutions help institutions send targeted, impactful messages that drive action while ensuring compliance and maintaining trust. Whether you need to automate reminders, segment audiences or integrate texting into a broader engagement strategy, we provide the tools to make it happen. Request a demo today to see how our solutions can transform the way you connect with students.

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Last updated: May 13, 2025