Even if your concept is flawless and your event page is dazzling, it’s your invitation that makes or breaks your guest list. The invitation is your handshake. It’s your opening number. The right one will sell out your event. The wrong one can tank your RSVPs.
Looking for some inspiration? We've gathered together 13 super effective intivation email formats—all through the lens of our BK.events launch party—that you can steal today.
ONE: Don’t forget to optimize for mobile. A bad mobile experience drives people away...and sometimes for good.
TWO: The best time to send email invites completely depends on where your audience is. Think about their work hours, commuting times, or social media channels and then jump into the pool where they’re already swimming.
THREE: Test, iterate, and make improvements. None of these invitations are silver bullets. Find the right combination that works for you.
Purpose: To encourage RSVPs from loyalists with special deals or access.
Format: Designed invitation.
Audience: Brand fans and repeat attendees.
Purpose: To increase visits to the landing page.
Format: Designed invitation with a simple CTA that strokes curiosity.
Audience: All.
Purpose: To entice the reader to open your invitation.
Format: Designed invitation with a familiar sender name.
Audience: All.
Purpose: To slip into the Primary tab in Gmail.
Format: Regular plain text email format with a personalized greeting and no design.
Audience: VIPs and influencers.
Nothing works better than one to one. The benefit of sending out personalized invitation is that it will always feel more authentic than a mass blast. It may not have the sparkle or the swag, but it feels ultra genuine, which plays in your favor with VIPS and influencers that need more convincing. Just make sure to use private tracking links in the RSVP url link to monitor click through so you know how to respond.
Purpose: To add dynamic flair to your invite.
Format: Image-heavy designed invitation format with limited text.
Audience: All.
Purpose: To encourage RSVPs by focusing on a single value proposition.
Format: Designed invitation.
Audience: All.
By shining a spotlight on the best reason to come to the party, you can cut through the other noise of the event. Choose your best, most compelling attribute, and simply sell that. You want your guests to be able to say, “I'm going to that _____ event.” A simple CTA is good for conversions, good for marketing, and helps direct your event design, too.
Purpose: To encourage RSVPS by showcasing influencers or talent.
Format: Designed invitation format with speakers or attendees on display.
Audience: All.
Purpose: To encourage RSVPS and make a big impression up front.
Format: Designed invitation hand delivered in real life.
Audience: Super VIPs.
Purpose: To encourage additional RSVPs by targeting attendees.
Format: Designed invitation.
Audience: Guests who have already RSVPed.
Purpose: To stoke interest by creating the illusion of a limited guest list.
Format: Designed invitation.
Audience: All.
It feels counterproductive, but the law of scarcity drives action, especially when it comes to parties. We’ve found that keeping the event RSVP button private or wait-listing the guest list actually increases interest. Seventy-five perfect of of attendees surveyed said they’d be more excited about an event that they couldn’t automatically get on the list for. Wacky, but it works.
Purpose: To encourage RSVPS through Instagram.
Format: Instagram-specific designed image.
Audience: All.
No, Instagram doesn’t allow for clicking through a post (unless you go the sponsored route), but the “link in bio” langauge actually keeps the CTA clear and simple. Make a flashy feed-smashing ‘gram, and send it out to your entire team to promote. Just don’t forget to actually put the event link in your bio.
Purpose: To encourage RSVPs by sending an invitation on behalf of the talent or partners.
Format: Designed invitation.
Audience: All.
Purpose: To use your event’s momentum to get signups for your next event.
Format: Designed invitation.
Audience: All.
Yep, it’s a bit unconventional, but if you’re riding a post-event high, you might as pull people along before the wind runs outs. Sending out an invitation the day after your event for your next gig can be a huge incentive for those that attended and had a great time, or for those who missed out and now feel the FOMO.
Ready to spread the word for your next event? Learn more about our Email Sequencing technology today.
Ben Hindman is co-founder and CEO of Splash, the country's fastest-growing event marketing platform that helps businesses and brands more effectively market through their events. An event planner turned tech entrepreneur, events are in Ben’s DNA. Prior to starting Splash, Ben was the Director of Events at Thrillist, where he produced large-scale events from concerts to mystery fly-aways. He also co-founded the invite-only Summit Series, a premier event which attracts the world's leading entrepreneurs. Before that, Ben founded and sold DC By Foot, DC's only free walking tour company. In another life, Ben goes by Benny Beatbox, and has performed at the White House and on stage with Naughty by Nature – but not at the same time.