The invitation process of your event: the experience starts right away

When hosting an event, your guests’ experience begins with the very first contact, the save the date or invitation. The way you invite has a huge impact on the attendance and atmosphere at the event itself. A good event invitation process largely determines the success of an event. At Dutch Standard, we see that a personalized approach and a well thought-out invitation process really make the difference. In this blog post, we share our insights on how to shape the invitation process. Because as we like to say: the experience starts with the first contact moment.

Timing and frequency

Of course, the ideal time to send out an invitation depends on the nature and scope of your event. For business meetings, it is smart to send an save the date to send. People today need multiple moments of contact before they take action, there are so many distractions, invitations and things to do! Even at a save the date you shouldn’t assume that the date is immediately set in their calendar. No, it really does take several approaches to make sure they schedule the event and can actually attend.

“The earlier you start, the more likely people will make time for your event.”

So don’t think, “oh, no one is waiting for this, the event is still so far away,” we know from experience that communicating early actually helps get more people on board.

Dosed without pushing

A good invitation process of your event is not just sending a few emails. Compare it to your own birthday: the earlier you invite people, the more likely they are to attend. At a minimum, we recommend following the following steps:

1. Start with an appealing and, most importantly, clear save the date.
2. Send an official invitation with part of the program; the familiar tip of the hat.
3. Then send the complete program.
4. Send a final reminder one week before the event.

Is someone already signed up early? Then, of course, you don’t need to approach them further with an additional invitation or insist with reminders. Adjust the frequency of your communication based on their response. And don’t forget to give people an easy way to cancel if they can’t come – that avoids unnecessary follow-up emails. We want it both ways: easy to sign up, but equally no hassle to unsubscribe yourself.

Make it personal!

A personal approach really makes a difference! A nicely formatted e-mail or even a physical invitation has more impact than just a standard message. Such a message easily disappears at the bottom of every inbox’s newsletter file. People appreciate personal attention, even at business events. And the more effort you make, the more likely they are to come.

For internal events, such as a company party or meeting, for example, you can opt for a personal message from the director. This makes the invitation much more powerful than a general e-mail. Externally, this works the same way. Even if you have a good working relationship with your guests, an extra personal touch – for example, by having the invitation sent through a direct contact – creates more engagement.

Digital invitations versus a physical touch

Digital communication is the standard these days, but don’t underestimate the power of a physical element. We have found at Dutch Standard that a physical element, such as a badge or invitation card, is greatly appreciated. We sent out badges for a large event to attendees who had registered and could clearly see that the attendance rate was higher than at that organization’s previous events. It gives people something tangible that reminds them of the event every time they see it. Plus it’s just a lot of fun to get people excited that way. Just like in the old days; if you had a physical concert ticket in your hand, you also saw it three times a day and got even more excited about it. If you can approach that feeling as an organizer, you increase the chances of a bigger turnout.

An invitation process for your event that employs both physical and digital means often works best. For example: a nice invitation card in the mail, followed by a confirmation and practical details via email. Or a phone call for a personal invitation, after which they receive more information digitally. This makes guests feel special and more involved in your event.

Shaping and design: your invitation as a business card

The invitation is often the first thing your guests see of your event. So it should make an immediate impression; you’re going for the WOW effect. Make sure the invitation matches the look and feel of your event and your brand. A clean design with your own corporate identity and clear information about time, location and program helps to set expectations right from the start.

Make sure every invitation – both digital and physical – has a consistent look and feel. Consider, for example:

1. Color usage and typography: Make sure the style of the invitation matches the branding of the event.
2. RSVP Options: Make it easy for guests to sign in or out.
3. Layout: Keep the information organized and make sure the most important details stand out right away.
4. A beautifully designed invitation is not only a practical tool, but also a marketing tool that helps increase attendance.

Use multiple communication channels

The more touch points you create, the stronger the experience. It is important then that communication across channels is consistent, both in terms of tone of voice as well as in terms of design. From initial emails and phone calls to social media statements and physical mail, make sure everything is in line with your event’s branding for recognition.

A phone call obviously has no branding, but the invitations themselves should reflect your branding and tone. All contact moments should lead to a clear and well-designed digital place, such as a dedicated event platform or website. This is how you create a consistent and integrated experience, both online and offline.

How do you measure the success of your event invitation process?

There are several ways to do this. For example, success can be measured by statistics such as the open rates of emails, the number of sign-ups and, of course, actual attendance. In addition, A/B testing is a useful way to discover which invitations are most effective. By varying formatting, timing or the medium, you can easily see what works best for your target audience.

At Dutch Standard, we know how important it is to engage your guests from the first moment of contact. A well thought out invitation process is the first step to a successful event.