As an event marketer, you pour your heart and soul into planning the perfect conference, webinar, or meeting. You obsess over every detail, from lining up speakers to designing the registration page. But no matter how much effort you put in, there‘s one variable you can‘t directly control: whether registrants actually show up.
We‘ve all been there—eagerly watching the attendee count tick up in the days before an event, only to see a disappointing percentage log on or walk through the door when the time comes. In fact, some estimates suggest that 20-40% of event registrants never attend.
Luckily, there‘s a simple way to combat this drop-off and keep your occasion top-of-mind for busy invitees: sending calendar invitations. By allowing registrants to add your event to their Google Calendar, Apple Calendar, or Outlook calendar with a single click, you make it much more likely they‘ll remember and prioritize attending.
In this guide, we‘ll walk through exactly how to create and send effective calendar invites that drive attendance. Whether you‘re a calendar pro or just getting started, you‘ll learn:
- Why calendar invitations work to reduce absenteeism
- Step-by-step instructions for setting up invites in Google Calendar, Apple Calendar, and Outlook
- Tips for crafting click-worthy calendar invite details
- Alternative methods for delivering calendar links or files
- Best practices and mistakes to avoid
By the end, you‘ll have all the knowledge you need to implement this game-changing promotion tactic for any event. Let‘s dive in!
The Power of Calendar Invitations
First, let‘s talk about why integrating calendar invites into your event outreach is a no-brainer. The main reason is that digital calendars have become the default way most professionals keep track of their days. Consider these stats:
- Google Calendar is used by over 1 billion people worldwide
- Apple‘s calendar app is automatically available on over 1.65 billion devices
- Microsoft Outlook has more than 500 million users globally
When you send a calendar invitation, you‘re not just adding another email to someone‘s overflowing inbox. You‘re placing your event on the very dashboard they rely on to manage their lives.
What‘s more, calendar invites come with built-in advantages that generic emails just can‘t match:
-
Automatic Reminders: Calendar tools let you set up event reminders that ping attendees at pre-set intervals, drastically reducing the risk of no-shows.
-
Two-Way Sync: Most digital calendars sync across the user‘s devices, so your event will show up whether they‘re on their laptop, phone, or tablet.
-
One-Click Joining: Virtual event invites can include a clickable link that takes guests directly to your webinar or meeting room.
-
Easy Rescheduling: If event details change, you can update the calendar invite and send the changes to all participants immediately.
Combined, these features add up to a 41% increase in event attendance rates, according to one case study. That could mean dozens or even hundreds more people learning from your content, engaging with your brand, and spreading the word to colleagues.
Ready to supercharge your events with this underrated promotion strategy? Here‘s how to set up calendar invitations in the three most popular digital calendar platforms.
How to Create a Calendar Invite in Google Calendar
With over 1 billion global users, Google Calendar is the most popular digital calendar platform by far. Here‘s how to create an event invitation in Google Calendar and send it to your guests:
- Go to calendar.google.com and log in with your Google account
- Click the + Create button in the top left corner and select Event
- Fill in your event details in the pop-up window:
- Add an informative, compelling title
- Enter the date and time (use your own time zone)
- Specify the location (physical address or virtual meeting link)
- Write a brief description with agenda highlights and any special instructions
- Include an event URL if you have a relevant registration or info page
- Click the Guests tab on the right to manage attendees
- Enter your guests‘ email addresses separated by commas
- Choose whether guests can modify the event, invite others, or see the guest list
- Customize other settings as needed
- Adjust the event‘s visibility (public, private, etc.)
- Pick a different color or calendar for the event
- Set up email or pop-up reminders at reasonable intervals
- When you‘re finished, click Save in the top right
- Choose Send in the dialog box to email invitations to your guests
| Google Calendar Event Creation Steps | Details |
|---|---|
| 1. Go to calendar.google.com and log in | Use your existing Google account |
| 2. Click + Create and select Event | Located in the top left corner of the main calendar view |
| 3. Fill in event info in the pop-up | Title, date, time, location, description, URL |
| 4. Manage attendees under the Guests tab | Enter email addresses, set guest permissions |
| 5. Adjust other settings if desired | Visibility, color, calendar, reminders |
| 6. Click Save in the top right | Saves the event details |
| 7. Choose Send in the dialog box | Emails invitations to specified guests |
Your Google Calendar event invitation is now sent! Guests will receive an email with your event details and the option to RSVP. Their response will be automatically tracked in your calendar event, so you can easily see who‘s planning to attend.
How to Create a Calendar Invite in Apple Calendar
Apple‘s calendar app is another widely used tool, shipping natively on every iPhone, iPad, and Mac. Follow these steps to create an event invite in Apple Calendar:
- Open the Calendar app on your Apple device
- Tap the + button to create a new event
- Enter your key event details:
- Add a clear, intriguing title
- Specify the location (address or virtual meeting link)
- Set the starts and ends date and time
- Include any relevant notes, like an agenda preview or instructions
- Tap Invitees to add guest email addresses
- Customize alert preferences if desired
- Tap Done in the top right to finish
- Choose Send in the dialog box to email your invitations
| Apple Calendar Event Creation Steps | Details |
|---|---|
| 1. Open the Calendar app | Located in your apps or accessible via Spotlight search |
| 2. Tap the + button | Usually located in the top right corner |
| 3. Fill in event details | Title, location, date/time, notes, invitees, alerts |
| 4. Tap Done to finish | Saves the event and any added invitees |
| 5. Choose Send in the dialog box | Sends an invitation email to specified guests |
Once you hit send, your guests will receive a calendar invitation they can accept, decline, or tentatively accept. Their status will sync back to your calendar, so you‘ll have an accurate headcount leading up to the event.
How to Create a Calendar Invite in Microsoft Outlook
Microsoft Outlook is the go-to calendar and scheduling tool for many businesses and professionals. Use this workflow to create an Outlook calendar invite:
- Open your Outlook desktop application and go to the Calendar view
- Click New Event in the top left corner
- Fill out the event details in the pop-up window:
- Write an eye-catching event name
- Enter the location (physical address or virtual meeting URL)
- Specify the start and end date and time
- Add a description with relevant background info and instructions
- Click Invite Attendees to manage guests
- Enter invitee emails separated by semicolons
- Use the scheduling assistant to check guest availability
- Set up reminders at your chosen intervals
- Click Send in the top left to email your invitations
| Microsoft Outlook Event Creation Steps | Details |
|---|---|
| 1. Open Outlook and go to Calendar | Can also be accessed from outlook.com |
| 2. Click New Event | Usually located in the top left corner |
| 3. Enter event details in the pop-up | Title, location, date/time, description, attendees, reminders |
| 4. Use the Invite Attendees button | Specify guest emails, use scheduling to avoid conflicts |
| 5. Click Send | Sends an invitation email to all attendees |
After clicking send, Outlook will deliver your invitation email to all the guests you included. They can then accept, decline, or propose a new time, which will automatically update your calendar event.
Tips for Eye-Catching, Click-Worthy Calendar Invites
Now that you know how to create calendar events in the most common tools, let‘s talk about how to craft invitations people actually want to accept. No matter which platform you‘re using, keep these tips in mind:
-
Write compelling event titles. Your invite title is like a subject line—it‘s your first (and sometimes only) chance to grab someone‘s attention. Include the key value prop or speaker name to spark interest.
-
Provide essential logistics. Make sure your invitation has all the must-know details, like date, time, location, dial-in link, and description. The less leg work for the user, the better.
-
Tease your agenda. Give invitees a taste of what they‘ll learn or experience at your event with an agenda preview or list of key topics. This works especially well for content-heavy events like webinars and conferences.
-
Proofread, proofread, proofread. Few things make you lose credibility faster than typos or incorrect event info. Triple check all your details before hitting send, and don‘t forget to test any links.
-
Set smart reminders. Take advantage of built-in event reminders to give attendees helpful nudges. A few suggestions:
- One week before (for planning)
- One day before (for preparation)
- One hour before (for logging on)
- 5-10 minutes before (for stragglers)
-
Brand your invites when possible. Some calendar tools let you customize colors and imagery for your invitations. Take advantage to create visual consistency and make your invites stand out.
Alternative Methods for Sending Calendar Invitations
The workflows above are perfect when you want to invite a specific list of guests via email. But what if you‘re promoting an event more widely, like on social media or your website?
In those cases, try one of these alternative calendar invite sharing methods:
- Create your event in Google Calendar, but don‘t add any guests
- Click More Options in the bottom right of the event details pop-up
- Under the Event details tab, click Publish event
- In the dialogue box, click Copy next to your event link
- Paste this link wherever you‘re promoting your event!
When someone clicks your calendar link, they‘ll be taken to a web page with your event details and the option to add the event to their own Google Calendar. Just keep in mind this method makes the event public, so don‘t use it for private occasions.
Method 2: Downloadable .ICS Files (Apple Calendar)
- Create your event in Apple Calendar, but don‘t add any invitees
- Double click to open your event, then click Edit in the top right
- Add your own email address as an invitee, then click Done
- Open the calendar invitation email you just sent yourself
- Click the .ics file attachment to download it
- Upload this .ics file wherever you‘re promoting your event (website, social media, etc.)
Users can click the .ics file to download it and add the event to their calendar of choice (Apple Calendar, Outlook, or Google Calendar). This method lets you share an invite without blasting emails to your entire list.
Best Practices & Common Mistakes to Avoid
We‘ve covered a lot of ground in this guide, so here‘s a quick summary of calendar invite best practices:
✅ Do:
- Provide clear, complete event details (date, time, location, description)
- Write attention-grabbing yet accurate event titles
- Include a link to your event page or registration form
- Add your own email as an organizer in case of questions
- Set up reminder notifications at useful intervals
- Proofread your invite for any typos or outdated info
- Follow up with guests as the event approaches
🚫 Don‘t:
- Use overly sales-y or vague language in your invite
- Forget to specify the time zone for your event start time
- Include virtual meeting links until right before the event
- Add guests without their permission (for public events)
- Send calendar invites for minor events that clog up people‘s calendars
- Update event details without sending the update to guests
- Assume everyone uses the same calendar platform
Take Your Events Further With Calendar Invites
Whew, that was a lot to take in! But if you‘ve made it this far, you‘re well on your way to leveraging the power of calendar invitations to skyrocket attendance at your next event.
Whether you choose Google Calendar, Apple Calendar, or Outlook, the key principles are the same:
- Create a new calendar event with all the essential details
- Invite your guests via email or a shareable link/file
- Craft a click-worthy event title and description
- Set up reminders to keep your event top-of-mind
- Track RSVPs and follow up with guests before go-time
The beauty of calendar invites is that they‘re infinitely flexible. You can use them for massive multi-day conferences or casual lunch and learns. You can send them via email or embed them on your website. The only limit is your creativity.
So what are you waiting for? Go create your next event and start boosting registrations, increasing attendance, and making the most of every occasion. Your future event marketing self will thank you.