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event calendar remindersIf you’ve ever sent an invitation to a grand opening, REALTOR® luncheon, or special promotion event, it’s great to see the RSVP’s pour in, but how can you ensure people will actually remember to attend? Sure, you could send a bunch of emails reminding them, but you don’t want to annoy them. Another option is to give them the ability to save the event to their calendar right from the announcement email.

We came across this article from Hubspot on exactly how to insert event invites into your marketing emails. Lasso currently supports inserting Google Calendar invites into marketing emails. Here are step-by-step instructions:

Step 1: Create a New Event

For Google Calendar, you’ll create the URL directly from your calendar application (you’ll need to be logged into your Google account to do this). Open Google Calendar in a new browser window. You’ll need to be logged into your Google account. Click the red “Create” button on the top left side of the screen. A new event window should open.

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Step 2: Set Details for Your Event

You’ll need the same components:

  • Event name
  • Location
  • Time
  • Event description
  • URL of your event’s landing page
  • Optional event alert.

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The Details You Need to Include

Event Name

Make sure the name reflects what your actual event name is called on your website and in your other promotions. You may want to also include your company name at the end so registrants can quickly remember who is hosting the event when they stumble on it in their calendar later.


Physical address of the event (one line, such as “100 Best Builder Parkway, Houston, TX”) or the landing page URL, in the case of an online event.


Enter the start and end dates and times of the actual event. Adjust the timing of the event to your time zone, as you’re the one creating the .ics file. It will automatically change the time to correspond with each person’s time zone. For example, if you’re creating the event file in Atlanta for a grand opening in Houston that starts at 12 p.m. CST, you should enter the start time as 1 p.m. EST.

Alert (Optional)

You can set up alerts so attendees don’t forget about the event between when you sent the invite and the time of the event. In Google Calendar you can set multiple alerts. It’s important to not overwhelm people with too many alerts, as this creates a negative, intrusive experience.

URL of Event Landing Page

Do you have a specific landing page for your event or webinar? Include its URL; it will act as a refresher for those who may not remember the details of the event. Include it in the body text of your Gmail invites if you haven’t already included it in the Location section.


Here, you should include a snippet of the event’s details. This goes in the “description” text box in Google Calendar.

It’s also helpful to provide your contact info in this section. That way, people can reach out if they have any questions

Step 3: Save Your Event

Once you’re done editing the invite, you can save it to use as an attachment in your marketing email.

Click “Save” to save your event to your calendar. Re-open the event and click on “Publish Event”. A pop-up will appear with an embed code. Grab the URL in the quotation marks after href= — this is the link you will use in your email.



Step 4: Insert Invites Into Your Marketing Email

Now that you have events created for Google Calendar, you can insert these into your marketing email. You can either link your invites to text or a call-to-action button.Link the text or button to the event URL you grabbed in Step 3 of this tutorial.

While these calendar reminders won’t guarantee that event registrants will show up, they will at least help them remember that they’ve RSVP’d.

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