Invitation Management: A Definition

The term invitation management summarizes all activities relating to guest communication at an event. This includes the first save-the-date emails to draw attention to the event. Information emails that present initial details such as invited speakers or the event location, but of course also the official invitation with the date, time and location and require a response from the guests. Approvals and cancellations are a central part of invitation management. The guests who have confirmed will then receive an invitation confirmation, if applicable tickets and reminders shortly before the start of the event. If you ask for the definition of invitation management, it becomes clear that invitation management is defined by more than sending invitations.

Components of invitation management

Before the event: 

• Save-the-Date
• Invitation including ticket delivery
• Registration confirmation
• Event updates/preliminary surveys
• Detailed information (e.g. on hygiene measures or logins for virtual events)
• Reminder
  

After the event:  

• Follow-up email
• Surveys/Evaluation
• Thank you email/ picture delivery
  
  

Efficient invitation management: The timeline

Invitation management becomes efficient when there is a clear structure and well-established processes. For this purpose, it is necessary to structure a schedule centrally, which takes into account and coordinates the individual steps. This schedule is based on the date of the event and the overall planning of an event. Depending on the event format, save-the-dates are sent out up to one year in advance. Wedding invitations are a typical case for sending them out so early, but major trade fairs are also happy to announce their dates for the coming year in advance. In the B2B sector, 2-4 months is the usual setting for regular events, but people are also happy to invite you to short-term events 2 weeks in advance. If the date is announced well in advance, the event can be reminded, for example, by an announcement from special guests. The invitation with the request to register will follow promptly in order to avoid short-term cancellations.
For virtual events, it is recommended to send a separate instructional email that explains all technical conditions and points out support so that participants feel accompanied and in good hands.
A reminder is often sent promptly before the event to remind guests of the start of the event.

Design and key features of invitations

The design of the mailings is based on the target group and the event design: Invitations, reminders, etc. can be made sober, elegant, casual or hip. The main thing is that look & feel appeal to the guests and reflect the character of the event.
Even though the design is unusual and colorful, clarity is key. Potential guests must be able to quickly understand what it is about and what action the email sends them so that the response rate is positive. Automated registration processes via clear call-to-action buttons help to ensure unmistakable clarity.

Key features for good invitation management

• Clear call-to-actions
• Appealing design
• Design that reflects the character of the event
• Look oriented to the target group
• Automated processes 
• Coordinated time management