The financial savings for the university have equally met, if not exceeded, the time savings SMS provides. SMS can be less than 10% the cost of a letter sent via direct mail. With a basic letter costing approximately 85c, and the cost of an SMS at 8c, the university has saved circa $7,500 per round of offers.
With the cost of some courses being as much as $30,000 per annum, a 10% increase in uptake on 7,500 offers could increase revenue for the university anywhere from $4.5m to $22.5m.
In addition to time and cost saving, AUT University has also managed to reach a larger demographic of potential students due to SMS being the most universally understood modern technology. Mature age student acceptance rates increased dramatically due to the effective SMS messages reaching audiences across a variety of ages and contexts.