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White Paper
What exactly is online registration and where are the benefits for event planners?
Simply put, online registration is basically the process of handling event registration via the use of a webpage form which captures/saves information to a centralized database. How simple or complex the form is, how much post event follow up, and even how many variables (what type of meal, registration options, etc) that are included in the form is based on the event planners needs (depending on the complexity of the business rules of the actual event) and the aptitude of the provider. If attendees are required to register and/or pay ahead of time and the event planner needs to follow up with or notify attendees prior to an event, online registration handles it. Ideally, a sophisticated Event Management System with an online registration module (EMS REG) would be able to handle this process combined with a payment module such as E-Commerce.
The benefits for event planners are obvious as the utilization of technology takes away the headaches and hassles associated with the old fashioned registration process. All data is accessible 24/7 through the internet and reports can be processed in real time displaying whatever detail of information you require.
‘E-mail blast’ – the most efficient form of communication?
Email is a great tool and arguably one of the biggest leaps forward for business in the last 20 years. As we become more and more attached to this form of communication we must also become more aware of the drawback that go along with it.
If you typically send your registration invitations through the mail (old fashioned approach) you may be used to the traditional process of proofing copy, images etc. before the final version is printed and sent out to the recipients. With e-mail invites the process is very similar. However, it is important to remember that unlike paper invitations your email has many hurdles to overcome, such as spam filters, grabbing the attention of the registrant before it's quickly deleted and whether or not the email recipients software downloads it as it was meant to be sent.
Before you send your next ‘email blast’, check the following bullets:
1. Subject Line – this usually makes or breaks your e-mail blast. You have two important tasks here. One, get through the spam filter, and two, catch the readers attention before it is too late and the reader has already deleted the e-mail.
Try to avoid language associated with spam. Words like ‘free’, ‘save’, ‘money’, etc. can trigger e-mails to end up in your spam filter – rightfully so.
2. Images –Get your message out with text and support it with images and not necessarily the other way around. If you create a ‘healthy balance’ between thesetwo elements, more registrants will receive your message.
3. Content – Ensure the content of your e-mail blast is not too lengthy and makes sense. Try not to overwhelm the registrant with too much information. Also, it is always good to read an e-mail that was written by a ‘human’ or at least appears so. Stick to the formula ‘Keep it short and sweet’ and your e-mail blast will be a success in no time.
4. Call to action– Your email blast has reached the recipients and they seem to be engaged, what is the next step in the process? If that's not totally clear in the e-mail body then your call to action is not clear and concise
5. URL’s - It is always good idea to include a link to your registration form just in case your recipient's inbox does not download images.
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