Campaigns of Events - practical guide

During an event, various campaigns are used – from invitations and reminders to registration confirmations and follow-ups. Each campaign serves a specific purpose and should therefore be designed with appropriate content and event links.

The following practical examples show which campaigns are typically used and which content and links have proven effective at each stage.

Invitation Campaign

Typical Content:

• Brief introduction to the event
• Date, time, location, or online event information
• Program highlights
• Information about limited capacity

Recommended Event Links:

• Event Registration
  Main call-to-action ("Register Now")
• Calendar Entry
  For subscribers who want to save the date
• Optional: Cancellation
  For subscribers who want to decline the invitation directly

Practical Tip:
Include the event registration link multiple times in the email (button + text link) to increase the likelihood of clicks.

Reminder Campaign

The content varies depending on the subscriber group (e.g. "Invited Without Response" or "Registered Participants").

• Encourage undecided subscribers to register
• Remind registered participants of the upcoming event

Reminder for Subscribers Who Have Not Yet Registered

Content:

• Friendly reminder of the invitation
• Information about the registration deadline or limited availability

Event Links:

• Event Registration
• Optional: Cancellation

Reminder for Registered Participants

Content:

• Registration confirmation
• Summary of the most important event details
• Information about directions, parking, or technical requirements (for online events)

Event Links:

• Event Ticket
• Registration Confirmation
• Optional: Calendar Entry
• Optional: Event Cancellation

Practical Tip:
For online events, the calendar entry should always include the direct meeting link to make participation as easy as possible.

Registration Confirmation

This campaign is usually sent automatically as an event-based campaign when the event form is submitted.

Content:

• Personalized greeting and thank you for registering
• Summary of the registration details
• Information about companions (if applicable)

Event Links:

• Registration Confirmation (for download)
• Event Ticket
• Optional: Calendar Entry

Practical Tip:
Make sure to inform participants that they can update their registration details and the number of companions by clicking the registration link again.

Follow-Up Campaign

Content:

• Thank you for attending

• Presentations, recordings, or photos from the event

• Information about upcoming events

Links:

• Optional: Event Feedback Form

Where Are Campaigns Linked to the Event?

The "Invitation", "Reminder", and "Follow-Up" campaigns should be linked in the Campaign Activity section of the Event. You can find more information in the previous whitepaper.

The registration confirmation is configured in the "Action" tab of the event form