Invitation software isn’t just a tool to manage your event’s RSVP process; it’s also a source of incredibly insightful data that when analysed correctly, can improve your attendance rates. That said, many event planners don’t know which statistics to pay attention to, and which to ignore. If you don’t know what you’re looking for in the first place, finding meaning in the numbers is impossible. In no particular order, here are the four most important invitation software statistics, as well as what you can glean from them:

1. Bounce rate

Your bounce rate – in other words – the email invitations that are blocked by the recipient’s IP, and sent straight back to you – indicates how many invitations are actually being sent. A high bounce rate could explain lacklustre attendance rates, as well as indicate that your email invites are being marked as “spammy”. This could be due to the fact that most servers – internal corporate intranets in particular – automatically block emails that are too image-heavy. You can remedy a high bounce rate by cleaning your database (this might have to be done manually), or by redesigning your invitations, removing any embedded images.

2. Decay rate 

This is the rate at which your database becomes redundant. On average, 25% of an email database becomes redundant within a year. That’s ¼ of your guest list! In order to ensure that your email invitations reach all of your guests, it’s imperative that your invitation software continually updates your guest lists, and then saves this information in a central guest list management system. One way to ensure that your email database is as “healthy” as possible, is to have guests confirm their email address when arriving at your event.  Our Guest Concierge Management System – with real-time updates – enables you to gather this information upon check-in.

3. Delivery rate

Just as telling as your bounce rate, your delivery rate indicates exactly that – the percentage of email invitations that successfully land in the intended recipient’s inbox. If your delivery rate is high, congratulations! Your email database is up to date, and your invitations are designed in such a way that they’re not blocked as spam, and are as intriguing as possible. A low delivery rate, however, indicates that your invites are too image heavy, or that servers are marking them as spam for another reason. Your invitation software should make use of a white-listing service, which ensures that your emails are delivered.

4. Open rate

If your delivery rate is high, yet your email invitations remain unopened, you’ll need to relook at the time of sending, as well as your subject line. Our inboxes are flooded with emails daily; which means that we only open the ones that stand out. A low open rate could be due to the fact that your invitation is lost amongst countless other mails – make sure you’re not sending them out in the middle of the day, when inboxes fill up at breakneck speed. Another factor that can facilitate a less than stellar open rate is your subject line; your wording may be too obtuse, or just plain boring. Make sure you clearly convey the benefit that a guest will enjoy. For example, a subject line that reads: “VIP access to a private wine tasting” is much more intriguing than “You’re invited to taste wine with us”. 

When examined holistically, the statistics you glean from your invitation software should give you a clear indication of how your email invites are faring. If you’re not able to see how your guests are interacting with your invitations, you’ll only make the same mistakes over again. Ensure that your invitation software provides you with these statistics, and that it stores all of your guest list information in one central databank. 

Find out more about why our Guest Concierge Management Software is one of the most sophisticated corporate event management services out there. 

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Email has evolved since the first electronic-mail was sent in 1971. The invention of the World Wide Web 20 years later saw email take off as widespread form of communication and the emergence of the first email invitations. Today, over 100 billion emails are sent worldwide every day, according to data from the tech market research firm Radicati. Email invitations have changed the whole RSVP process. Event planners no longer need to send out paper invitations, hope that they reach their intended recipients and then wait for an RSVP to be sent back. In this blog we’ll explore the evolution of email invitations and how they’re used today.

The email invitations of the twentieth century were simple affairs

The very first email invitation probably took the form of monochrome text in the body of an email back in the 1980s, when email was used by the government, the military and universities, and could only be sent between computers physically connected to the same network. In the 1990s, email invitations may have progressed to slightly more elaborate emails attached to the email in a .jpg format, containing coloured text, WordArt, a few images and an “RSVP by replying to this email” call to action.

The twentieth century brought with it a new wave of email invites and a streamlined RSVP process

During the mid 2000s, landing page use became more universal and the RSVP process took a leap forward. Nowadays, beautifully designed email invitations appear in the body of an email – as attractive as any weighty paper invitation – embedded with hyperlinks that whisk invitees off to an equally impressive landing page, where they’re able to RSVP “yes” or “no”. On the RSVP page, guests can submit anything from dietary requirements, golf t-shirt size and details of travel and accommodation.

Invitation software is crucial for making sure email invitations reach their recipients

Email invitations might have made event planning more efficient, but they can easily get lost in the chaos of inboxes and junk email folders. This is why email invitation best practice is so important. It guarantees that your guests are receiving, opening and responding to invites: ensuring your event is well attended. Email invitations often bounce because guest contact information is not checked for typos or updated regularly. Excel is a fantastic tool, but specialised invitation software is far more effective for managing guest lists – 25% of which becomes redundant every year, we’ve discovered after collecting data from over200 events. Using reputable email invitation software will also prevent your email invitations from ending up in spam folders.

Content is king when it comes to creating a first impression

Getting guests to open your email is the next challenge. The subject line is the main factor that incites invitees to open email invitations. The quality of the text within the invite is the next factor that can make the difference between a recipient RSVP-ing and simply deleting the email. Using a professional copywriter to help create your invitations is crucial to ensuring as many people as possible come to your event.

What time you send the invitations and whether they’re mobile-friendly will influence whether they’re opened

What time you send invitations out will have a big impact on whether they’re opened and read. Invitation software can help you optimise the time you schedule email invitations, so you know that your invites aren’t being sent out in vain. Another vital part of designing email invitations is making sure that they can be opened and viewed on a mobile device. Almost half of all invitations are opened on a smartphone – fail to optimise your invites for mobile and you risk losing half of your guest list.

Using invitation software can make the difference between a full event and a half-full event. Download our Benchmarks report to find out more about email invitations best practice and how invitation software can help you plan a successful event.

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