Higher education recruiters across the United States are facing a problem. Because applying to college has become easier than ever, many students begin the application process, but far fewer complete it. Without that completion, admissions teams can’t make decisions, leading to potentially significant lost opportunities.
Application completion rates are declining for several reasons. Application fee waivers (or entirely free applications) are on the rise, making it easier to complete the form and get the process started. Meanwhile, providers like the Common App allow students to submit the same form to multiple colleges simultaneously.
But colleges still need supplemental materials in college applications. So, admissions teams have to follow up and get those transcripts, application essays, and more. While they largely rely on email, texting has become one of the most effective strategies to increase application completion rates. The tactics in this guide can help your school get there.
Why SMS Texting Works to Nudge Students Toward Application Completion
Most colleges rely on email and personal follow-ups as their core strategies to increase application completion rates. But over the last few years, texting has actually become a more effective tool for a variety of reasons.
First, and perhaps most importantly, texting meets students where they are. SMS texts have an impressive 98% open rate, with 90% of recipients answering texts within 30 minutes. Compare that with email, which, even in the education sector, only has an open rate hovering around 40%.
Part of the reason for that success is that a text tends to be less intrusive and more informal than an email. It feels less like a marketing blast and more like friendly support, offering a direct line of communication for answering questions or providing next steps rather than requiring students to log in or open their inboxes. The mental lift is lower.
In other words, it’s a zero-click channel. SMS texting meets students where they are at the moment, making it easy for them to understand where they are in the application process and what they still need to do.
5 Strategies to Boost Your Application Completion Rates
Of course, moving to texting is only the first step. To make it one of your core strategies for increasing application completion rates, you need to leverage it the right way. These five strategies can help you get there.
1. Craft Texts That Actually Drive Action
The first step is to get your content right. SMS texting as a medium has very different requirements compared to other channels, such as email, social media, and personal outreach. In fact, despite being an automated tool, it’s probably most similar to the latter of these other examples. These tips can help you craft texts specifically designed to drive action and boost your app completion average:
- Focus on your goal. If you use texting for application completion rates, the texts you send should all have a focus on the specific items each recipient is still missing.
- Be specific. Point out exactly what materials are still needed to complete the application. If it’s the transcript, point that out. If it’s an essay, let them know and point to where they can learn more about the requirements.
- Make it short. Don’t send texts with more than two sentences. One sentence is even better. Avoid walls of text that are difficult to scan. The clearer the text, the better.
- Provide the next steps. Let your students know what they can do next, like linking to an app checklist or an area where they can upload missing information. You can also ask them to reply “yes” if they need to speak to someone for follow-up questions.
- Keep it human. Even when the text is automated, you need to be in line with audience expectations. Use conversational language, keeping the tone warm with the occasional emoji thrown in.
- Stay consistent. Each text reminder should sound like it’s coming from the same source as the one before it. Consider creating two to three message templates that sound like a person, then compare them against each other.
The takeaway: As you craft your texts, think of them as helpful reminders instead of automated messaging blasts. Use contracts, short sentences, and a clear call to action to maximize effectiveness.
2. Get Your Timing and Cadence Right
When it comes to texting, gentle nudges will always beat pushy prompts. You need to be timely without becoming intrusive. Use these tips to find that balance as you build out your texting strategy for application completion rates:
- Start initial outreach quickly. The ideal timing for a first nudge after a submitted but incomplete application is between 24 and 48 hours. That gives them enough time for any immediate follow-ups they had already planned without waiting so long that the application is no longer top-of-mind.
- Don’t overload your audience. Avoid daily reminders or blitzes to all applications at the end of the week. That can start to feel like spam and reduce response rates later on. Instead, wait about a week for the second nudge, then keep stretching out that cadence until major application deadlines start to approach.
- Respect your students’ habits. The best time to reach high school students is between 3:00 p.m. and 7:00 p.m. They’re in school earlier and will likely focus on more fun things later. If a significant percentage of prospective students are in other time zones, adjust accordingly.
- Perform automation hygiene. Use technology like your CRM or SMS platform to suppress contacts once they complete their application. Check occasionally that this automated process still works. That way, you can avoid awkward misfires to students who have already completed their app.
The takeaway: Well-timed and gentle follow-ups will consistently outperform last-minute deadline blitzes or immediate message overload. Continue to optimize your timing to ensure your texts are helpful and contribute to higher application completion rates.
3. Segment Your Texts for Better Personalization
By the time students are marked as incomplete applicants in your system, you have collected information from their intended major to their high school GPA and event attendance. For application completion efforts, you can now use that information for more relevant messaging.
For example, you can reach out specifically to students who visit campus after submitting but before completing their information. You can also point to their major for additional material needs, like an audition for the performing arts. Each bit of personalization can increase students’ likelihood of reacting and responding.
You can also adjust the frequency level of your texts based on how engaged your students have been. Quiet prospects who haven’t engaged much with you may need more reminders than active students who are in regular contact with their assigned admissions counselor.
The takeaway: Relevance means customizing your messaging for every student. The more a student feels seen, the more likely they are to respond.
4. Respond to Text Replies to Build Trust
One of the core benefits of SMS texting as a strategy to increase application completion rates is its two-way abilities. The inherently conversational nature of the medium means that if students have questions, they’ll let you know immediately. But that also means they expect replies to their replies.
Always respond to replies quickly. Even a quick “Thank you—we’ll add it to your file” can help to build trust. It signals that there is a real human on the other end of the line. For more complex inquiries, consider setting up a triage flow: counselors handle personal questions, while saved text replies and templates can manage routine answers.
Don’t forget about your tone, either. Being warm, casual, and helpful in replies shows your students that this is a conversation and you’re not just a robot. Especially in the age of chatbots, that personalization can drastically enhance their trust and perception of your school.
Finally, consider logging texting replies as data points for your enrollment calculations. Even students replying with a question are taking the time to engage with you and show interest in completing their application. That, in turn, can enable you to prioritize follow-ups with a student group that has a higher chance of conversion.
The takeaway: Students tend to “ghost” institutions because they feel uncertain about their future. A quick and reassuring response can go a long way toward nudging those students on the fence toward application completion and, ultimately, enrollment.
5. Track Your SMS Success by Measuring What Matters
In a medium where nearly 100% of students open even commercial SMS messages, you have to go beyond open rates to measure success. Instead, focus on metrics like:
- Reply rate
- Opt-out rates
- Application completion rate lift for students you’ve texted
- Time from initial text about an application to application completion
When you track these metrics, even the most basic SMS campaigns can lead to valuable insights. For example, you can track whether students tend to drop off at the same step or follow-up, giving you a better idea about frequency. If some texts receive more replies or clicks, look for commonalities in voice and tone that you can apply elsewhere.
The takeaway: When targeted well and built the right way, SMS campaigns are a low-cost initiative that can yield massive results in lifting application completion rates. The more you can connect your campaigns to that actual goal, the more likely you’ll be to show ROI and find potential improvement opportunities for your campaigns.
Implementing the Right Strategies to Increase Your Application Completion Rates
Done right, SMS texting is about more than just blasting reminders to your students. With thoughtful timing, personalization, and the right tone, you can gently guide students to app completion and get them closer to the finish line of enrolling in college.
To get there, texts have to be short, personal, well-timed, and responsive. Audit your current admission communication flows to see where these types of texts could replace or supplement your email app completion efforts. Look where emails are underperforming and what areas could benefit from a more in-the-moment, human-sounding nudge.
Looking to strengthen your admissions outreach strategy? Concept3D’s connected tools help admissions teams engage students earlier, communicate more effectively, and streamline the journey from interest to enrollment. See how we support admissions success »