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October 13, 2021

Invitation Management: A Definition

Definition invitation management

What is Invitation Management? 

The term "invitation management" covers all the activities relating to guest communication at an event. These include the first save-the-date emails that draw attention to the event but also a survey after the event. Information mails present the first details, such as invited speakers or the event location.  And then there is the official invitation with which the date, time, and location are determined and which requires a reaction from the guests. Acceptances and rejections are a central part of invitation management. Guests who have accepted subsequently receive an invitation confirmation, tickets if necessary, and reminders shortly before the event's start. If you ask about the definition of invitation management, it becomes clear that invitation management is defined by more than just sending out invitations. 

Key Elements of Invitation Management

Before the event:

  • Save-the-Date
  • Invitation incl. ticket dispatch 
  • Confirmation of registration
  • Updates on the event/advance surveys
  • Detailed information (e.g., on hygiene measures or logins at virtual events)
  • Reminder

After the event:

  • follow-up mail 
  • Surveys/ evaluation 
  • Thank-you mail/picture dispatch

How to Schedule your Invitation Management

Invitation management becomes efficient when there is a clear structure and well-rehearsed processes. To achieve this, it is essential to structure a schedule that takes the individual steps into account and coordinates them. This schedule is based on the event date and the overall planning of an event. Depending on the event format, save-the-dates are sent out up to a year in advance. A typical case for such an early mailing is a wedding invitation, but also large trade fairs like to announce their dates for the coming year early. In the B2B sector, 2-4 months is a typical time frame for regular events, but people also like to send invitations for short-term events two weeks in advance. If the date is announced well in advance, the event can be remembered, for example, via an announcement of special guests. The invitation with the request to register follows promptly to avoid last-minute cancellations. For virtual events, it is advisable to send a separate instruction email explaining all the technical conditions and pointing out the support to feel accompanied and taken care of. 

Design and Key Features for Invitations

The design of the mailings is based on the target group and the event design: invitations, reminders, etc., can be sober, elegant, casual, or hip. The main thing is that the look and feel appeal to guests and reflect the event's character. Even if the design is fancy and colorful, clarity is central. Potential guests must quickly grasp what the event is about and what action the mail is asking them to take so that the response rate is positive. Automated registration processes via clear call-to-action buttons help here with unambiguous clarity.

Key features for good invitation management

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

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