Texting families isn’t optional anymore. Here’s how to do it right
As student demographics shift and family involvement continues to grow, one thing is becoming clear: texting families is no longer a nice-to-have strategy. It’s quickly becoming the difference between messages that get seen and messages that get ignored.Let’s be clear. Email is still the best way to engage families, and it’s not going anywhere. But texting is gaining traction fast, especially among Black, Hispanic, first-generation, and lower-income families who are more likely to rely on this channel for timely updates.
And that shift is starting to create a gap: 48% of current families and 30% of prospective families say they prefer text messaging, yet only 28% of colleges use texting for current families and just 21% use it for prospective families. That disconnect isn’t just a missed opportunity, it’s missing families in the moments that matter most.
So the question isn’t whether texting works … it’s how enrollment and family engagement teams can use it in a way that actually drives action without adding more to their plate.
In this webinar, Marie Laverdiere Tartaro, Strategic Communications Specialist at Marymount University, and Nathan Cheeseman, Director of Orientation & Student Success at New Mexico State University (NMSU), shared how they use CampusESP to turn key deadlines and existing communications — like newsletters, blogs, and emails — into timely, effective texts that meet families where they are without adding to their workload.
If you’re looking to start or level up your texting strategy, keep reading, or jump ahead to watch the full webinar.
Use text to reinforce what already works
A common concern is that adding texting will double the workload. But Nathan and Marie emphasized that you don’t need to build a new strategy from scratch. Instead, think of texting as a way to reinforce high-priority action items you’re already communicating.
With CampusESP’s built-in AI, you can take an existing email or blog and turn it into a short, actionable text in seconds. From there, it can be quickly edited, refined, or translated as needed, all without switching to another platform.
As Marie shared, “Having the ease to quickly turn it into a text for parents is super convenient.”
Key moments where texting moves families from awareness to action
For many institutions, the “aha” moment is simple: text messages drive action. Click-through rates are three times higher than email. In 2025 alone, CampusESP customers sent 989,684 texts to families, nearly double the year before.
But success isn’t about sending more messages. It’s about timing.
Texting works best when it reinforces the moments that matter most, whether that’s completing an application, registering for orientation, understanding financial aid, or staying on track during the semester.
Here are a few examples from Marymount University and NMSU:
When enrollment is on the line:
NMSU uses texts during critical yield moments, especially around application completion and decision timelines. A short, well-timed reminder helps families nudge their student to take the next step.When families say “we’ll do it later”:
Orientation registration, event sign-ups, and next steps often get pushed off. A quick reminder, especially when spots are filling up, turns intention into action.When deadlines are time-sensitive:
Payment plans, scholarship deadlines, and financial aid steps are all moments where timing matters. Texting helps ensure families actually see what they need to do.When information is complex:
Topics like financial aid or FAFSA changes don’t always fit neatly into a text. Instead, use texting to point families to the full message so they don’t miss it in their inbox.When boosting attendance is important:
For events like webinars or “ask me anything” sessions, a same-day text reminder boosts participation. It meets families in the moment, not days before when it’s easy to forget.When reassurance matters:
During moments of uncertainty, whether it’s policy updates or important campus information, texting provides quick clarity and helps families feel informed and supported.
Pro tip: Before you hit send, gut check whether a message actually deserves a text:
Will families likely miss this in a crowded inbox?
Will this reduce confusion?
Will this build confidence during a moment of uncertainty?
Does this address questions we’re already getting by phone or email?
There’s no perfect texting strategy, only what works for your families
The teams at Marymount and NMSU didn’t get it perfect from day one. In fact, both emphasized that their approach has evolved over time.
As Marie shared, their strategy has been “a matter of experimentation,” using data to refine what actually resonates with families. And Nathan echoed a similar reality: there isn’t always a perfect formula. Sometimes it comes down to asking, “Does this feel like something families would want as a text?” and testing from there.
The biggest takeaway from this conversation is simple: you won’t know what works until you try.
Start small. Focus on one or two key moments so you don’t overwhelm families by trying to text everything. Then watch the data, listen to your families, and adjust.
Over time, those small changes add up to something bigger: clearer communication, stronger trust, and more families showing up when it matters most.