Invitations – a guide and 20 tips for digital invitations
An invitation is the starting signal for the whole event. A digital invitation is sent by email or SMS and should spark curiosity, answer every question and make it easy to say yes. It should be understandable in ten seconds, even on a phone. Here you get over 20 concrete tips, plus how to create, send and follow up the invitation directly in Paloma, where the free account includes up to 80 participants per event.
What is a digital invitation?
By digital invitations we mean all types of invitations you send by SMS or email, to breakfast seminars, webinars, conferences, customer meetups, internal meetings or training. The difference from a printed invitation is not just the format: the digital one can be measured, followed by reminders and connected directly to registration.
Whether you are planning a smaller webinar or a larger corporate event, the same basic principles help you get more people to say yes. With Paloma you create the invitation, send it as a newsletter or by SMS, gather registrations in an event platform and follow up with reminders before the event.
Different types of invitations
Corporate events such as conferences, customer meetups and product launches. Breakfast seminars and customer events. Webinars and digital training. Internal invitations to kickoffs, workshops and staff days. Recurring invitations to networking meetups or member meetings. Formal notices, for example a notice of an annual meeting, where the bylaws govern the content and deadline.
The basics are the same: a clear headline, relevant content and an easy way to respond. You adapt the details to the target audience and type of event.
Planning and content
1. Plan early and send a save the date
The calendar is often the biggest obstacle to taking part. A simple save the date email can be sent several months in advance, even before the program is finished. The participants then reserve the time and you get breathing room to develop the concept, speakers and message.
2. Write a headline that tempts
The headline is the first and sometimes the only thing that is read. Instead of general wording like "Inspiration day on communication", write concretely: "How to build customer relationships with newsletters, breakfast seminar May 10". A good headline says what it is about, for whom and why. Read more about how to write a subject line that gets opened.
3. Structure the content and create a sense of security
A digital invitation works like a landing page in miniature. Start with a short introduction that explains the value, followed by the program in bullet points. Then add the practical information: time, venue or link, any costs and how to sign up. The fewer question marks, the more people sign up. Do not forget contact details for questions.
4. State the price and show the value
The question of what it costs is always at the back of people's minds. If it is free, highlight it. If there is a fee, say what is included: speakers, food, material, networking opportunities. You can also highlight the value in time and expertise. For paid events, an early bird discount is a proven approach.
Design, tone and registration
5. Use a design and layout that engages
A simple, airy design with clear headings and contrasts makes the invitation easy to read even on a phone. Use your logo, brand colors and a picture that reinforces the theme, but do not overload it with graphics. The most important things are always the text and the registration button.
6. Adapt for phones
A large share of all email is opened on phones. The button should be easy to hit with your thumb, the text short and the pictures scalable. Never put important information only in a picture, since many email clients block pictures by default.
7. Personalize and give a clear call to action
Greet the recipient by name if you have the information, and highlight why this particular target audience benefits from the event. Always be clear about the next step: a button with text like "Sign up here" or "Book your place". Place it high up and preferably further down too.
8. Make registration simple and handle questions smoothly
A simple form is enough: name, email address and any dietary preferences. After registering, the recipient should immediately get a confirmation with thanks, practical information and a calendar file. Read more about how to build a registration form and work with participant management.
9. Think about accessibility
State whether the venue has a ramp or a hearing loop, whether the event is recorded or streamed, and give contact details for special needs. Also write the send itself accessibly, with a clear heading hierarchy and good contrast. See the guide on accessible newsletters.
Distribution, timing and follow-up
10. Think about distribution and timing
Email is still the most effective channel, especially if you segment the lists. Feel free to complement it with social media and a landing page. Count on a few weeks for shorter digital events, one to two months for physical half-day seminars and three to six months for larger conferences. Avoid late Fridays; choose Tuesday to Thursday mornings instead.
11. Send reminders in several steps
People need several touchpoints before they act. Plan reminders a week before, three days before and possibly on the same day. Vary the message so that it does not feel nagging, and highlight different benefits each time. An SMS reminder gets through even when the email drowns.
12. Test, double-check and optimize
Send tests to yourself and colleagues. Check that the links work, that dates and times are right and that the design is responsive on both computers and phones. Test subject lines and send times with A/B tests, and analyze the open rate, click rate and registrations afterward.
13. Follow up after the event
Send a thank-you email to all participants, preferably with presentation material, photos or recordings. Attach a short survey to collect feedback. Also contact those who did not show up and give them the chance to take part in the content afterward.
Ten tips that raise the response rate
14. Plan for variation in the number of participants
Rarely does everyone registered come. Plan with a margin for the venue, food and staff, and have a plan in case more people than expected show up.
15. Work with social proof
Highlight speakers, partners or companies that have already signed up. Quotes from previous participants increase trust.
16. Make it possible to share the invitation
Make it easy to bring a colleague along. A share feature spreads the invitation beyond your own list.
17. Make the invitation part of the whole
Let the invitation tie in with the landing page, social media and the event's visual identity. Recognition builds trust.
18. Build anticipation with teasers
Tease a guest, a surprise or something that is only revealed on site.
19. Add calendar features
A calendar link that creates the entry directly in Outlook, Google or iCal removes a step for the recipient.
20. Follow up non-responders in other ways
Not everyone opens email. Call important customers or send a personal SMS to those you really want to see on site.
Create good-looking, clear invitations directly in Paloma
With Paloma you create the invitation in the same environment where you already work with newsletters, sends and automation, and registration, reminders and follow-up are connected from the start. If you want to see more alternatives, you can read our comparison of event tools. This is what the flow looks like.
Create the event
A free account without card details, up to 80 participants per event. Enter the name, date and venue, and you get an event page with a registration form to link to.
Build the invitation
Start from a ready-made template in the editor, add the headline, program, a picture and a clear button that goes to the registration. Personalize with first names if you have them.
Send by email or SMS
Choose recipients in the contact list, filter by segment if needed, and send. If you want to be sure to get through, send a short SMS version the same day.
Let the reminders go out automatically
A confirmation at registration, a reminder a week before and an SMS the day before are set up once and go out by themselves. That is what gets people to come.
Follow up and measure
See opens, clicks and registrations in real time. After the event you send thank-yous and a survey from the same list, and reach those who did not come with the recording.
Frequently asked questions about invitations
What should an invitation contain?
The purpose, date, start and end time, venue or link, target audience, how to sign up and a clear call to action. The end time is often forgotten and is what decides whether someone can say yes.
How long should a digital invitation be?
Short and easy to skim. A good rule of thumb is three to six short paragraphs plus a program in bullet points. It should be possible to understand the event in ten to fifteen seconds, especially on a phone.
When should you send invitations to an event?
For digital events, two to three weeks is often enough. For physical half-day or full-day events, four to eight weeks is better, and for larger conferences three to six months. Feel free to send an early save the date and then reminders closer to the date.
How do you make invitations more personal?
Use the recipient's name, segment the sends and highlight the value for that particular target audience. With dynamic content, different segments can get different versions of the same invitation.
What is the difference between an invitation and a notice?
Responding to an invitation is optional. A notice is formal and often governed by bylaws or law, with requirements for both content and deadline.
How do I get more people to sign up?
Make registration a single click, set a last day to sign up, send at least one reminder and be concrete about what the participant gets out of coming.
Can you send invitations for free?
Yes. With a free account in Paloma you build the invitation, take up to 80 registrations per event and send 250 emails a month at no cost and without card details.
Send your next invitation with Paloma
The invitation, registration, reminders and follow-up in the same tool, with personal support. The free account includes up to 80 participants per event and 250 emails a month, so the first event costs nothing.
Create a free accountThis guide is about digital invitations: content, design, timing, reminders and follow-up. If you want to go further, there are guides on how to succeed with your event, on marketing automation for automatic reminders, and on how to write better newsletters among our guides.