Most of my blog posts come from ideas and observations around what’s possible or doing better, but this one is a culmination of seeing too many examples of doing it wrong where it felt worthy of a topic to address, especially since doing it right isn’t much more work than doing it wrong and the impact and results would be significant.
Rarely does an event come together just by presenters showing up and “winging it.” Behind the scenes, there are typically weeks of planning, finding the right speakers, writing scripts, creating graphics, syncing with marketing and sales teams, and much more. It’s frustrating to watch all that hard work unravel because of sloppy execution at the final stages.
I sign up for a lot of events (probably more than most), and I always hope I can catch them live or watch on-demand later. But I’m genuinely surprised by how often simple things are overlooked, even with all the tools and technology we have today. Perhaps some better awareness along with documenting a repeatable process could turn these events from forgettable to flawless.
1. Include a Calendar Link
Ideally, include a calendar link both on the confirmation page after registration and in the follow-up confirmation email. I’ve often reached out to organizers when this is missing, and they’re usually surprised I even ask — but it’s crucial. Most people rely on their calendars to remind them and prevent double-booking. Without this step, attendance will suffer. This is one of those details that feels obvious in hindsight, but it’s too important to leave unsaid.
2. Authenticate Using Registration
The registration process should double as authentication, so when it’s time for the event, attendees simply click the link and join seamlessly. Too often, organizers make people go through the same registration steps again just to attend. Even for on-demand access, you already know who I am and that I registered — so skip the unnecessary hurdles. Make it easy and respect your attendees’ time.
3. All-Inclusive Calendar Support
Providing attendees with seamless options to add your event to their calendars is crucial. While many organizers default to supporting only iCal (.ics files), it’s essential to cater to a broader audience by including direct links for Google Calendar, Outlook, Yahoo, and others. Regularly assess and update the calendar platforms you support to align with the preferences of your audience. This proactive approach ensures inclusivity and enhances the likelihood of increased attendance.
4. Respectfully and Personally Remind
No one needs 5+ reminder emails before an event. While this might be an attempt to cover missed opportunities from earlier stages, it’s often overkill and can annoy your attendees. Instead, use your technology to streamline communications. Send reminders only to those who haven’t already registered or joined the event, rather than bombarding everyone. Modern tools allow for personalized, targeted messages, making batch-and-blast tactics obsolete. Remember, you’re not rewarded for how many emails you send.
5. Get the Calendar Details Correct
Even if you’ve covered all the bases with tip #3 on calendar support, have you checked how your event actually appears on those calendars? For example, I’ve seen multiple 60-minute events mistakenly show up as 30 minutes on Google Calendar, possibly due to default settings not being adjusted. Worse, for multi-day events, some show up without a specific time, leaving attendees confused. Google Calendar, in particular, can make this process more cumbersome than necessary, but it’s still crucial to test and verify that your event displays correctly on the calendars you support. Always check your event from the attendee’s perspective to ensure accuracy.
6. Always Send a Post Event Email
Don’t let the conversation end when the event does. Even if you’re not providing an on-demand recording, sending a post-event email is essential. This is your opportunity to capture valuable feedback, whether through a short survey or other methods. Additionally, use this email to promote your next event, share additional marketing materials, or provide resources that build on the event’s topics. By keeping the conversation going, you maintain engagement and keep a pulse on each prospects journey as you continue to personalize recommendations based on their interests.
7. Promote On-Demand Availability
What’s the #1 question asked during the housekeeping portion for any online event? Yep, is this being recorded? Many interested participants may have scheduling conflicts preventing them from attending live. To accommodate them and maximize your event’s reach, prominently promote the availability of on-demand recordings. Include this information in your registration emails and on the event web page, encouraging registrations even from those unable to attend in real-time. Clarifying this upfront sets expectations and reassures potential attendees they won’t miss out, thereby increasing overall engagement.
8. Leverage the Calendar Description Field
Too often, the Description field in calendar invites is left blank, missing a prime opportunity to engage attendees. At the very least, ensure the link to attend the event is included in this field. Many people are jumping from meeting to meeting, and if they can’t quickly find the event link, they may not take the time to dig through their inbox to locate it. Beyond just the link, the Description field is a great place to provide additional details such as the event topic, presenter names, and key agenda points. During a busy day with overlapping meetings, the content in this field could be the deciding factor for whether they attend your event.
9. Require Only What You Need for Registration
As marketers, it’s tempting to treat the registration form like a Santa wish list, thinking we need to collect everything. But when it comes to form fields, less is often more. The real challenge is balancing what’s necessary with what’s not. While it’s smart to ask for information that helps with lead generation or personalizes the webinar experience, avoid asking for unnecessary details just because “that’s how it’s always been done.” For example, requesting a phone number may be more of an inconvenience than a necessity at this stage. Instead, focus on what truly helps your sales and marketing teams. Consider including questions that help segment hot leads—like whether they’d like a demo—so your form can do some of the heavy lifting for you.
10. I Only Need to Be Sold Once
One of the most frustrating experiences for attendees is receiving repeated promotional emails for an event they’ve already registered for. As someone with a busy calendar, I often find myself getting promotions for events I’ve already signed up for, only to realize it’s already on my calendar. It should be easy for event organizers to track who has registered and stop sending “please register” emails to those people. That said, it’s perfectly fine to continue communicating valuable updates, such as event details, speaker highlights, or reminders about exclusive content. Just avoid bombarding registrants with repetitive messages about registering when they’ve already done so.
By applying these tips, you can ensure your event finishes strong, avoiding common pitfalls that can trip you up at the finish line.