The registration button in the Invitation e-mail and in an E-mail campaign comes in two link variants: a direct link (only the recipient of the e-mail can register — a personal invitation) and a public link (anyone with the link can register, the recipient enters their e-mail and continues). The choice between them decides whether the invitation becomes a private guest list or a viral channel. For paid events, the direct link is also the way to grant free registration to a selected list of people.
Decide whether you want the invitation to be personal (only the recipient can register) or shareable (anyone with the link can register).
For paid events: a direct link in the e-mail equals a free guest list.
With a public link, expect that people will forward it. If you do not want that, use the direct link.
A direct link is unique to the recipient of the e-mail. The system has the identification of a specific contact embedded in it.
Behavior:
After the recipient clicks the button, the microsite opens with the recipient's details prefilled.
The recipient can either continue to registration or decline attendance.
If the recipient forwards the link to someone else, that person cannot register under their own name — the link belongs to the original recipient.
When to use it:
A personal invitation for a VIP or a specific partner.
Internal company events where you do not want people outside the invited list to register.
A guest list at a paid event (see below).
Invitation-only events where the list is closed and you do not want to expand it.
A public link does not lead to a prefilled registration. It leads to the microsite, where the recipient first enters their e-mail and only then continues to the Registration form.
Behavior:
The link can be copied and sent to anyone. Each new recipient registers under their own e-mail.
It can be posted on Facebook, LinkedIn, your website, or in an internal newsletter.
A good fit for viral channels, public events, and campaigns aimed at the highest possible number of registrations.
When to use it:
A public event where you want as many attendees as possible.
When you want attendees to share the invitation further (for example, "bring a colleague").
When you are not sure who will come and you want to keep it open.
A common scenario for organizers of paid events: "I want to let 50 contacts in for free, without them paying."
The solution through a direct link:
Import the 50 contacts into Contacts and groups (with their preferred language).
Assign them to the event.
Create an E-mail campaign (or use the Invitation e-mail) with a button that points to a direct link to the microsite.
Send the campaign to exactly those 50 contacts.
After they click the button, they go straight into the Registration form (not into ticket purchase). They click through and register for free.
The difference compared with a 100% discount code: with a discount code, the attendee still goes through the purchase process (even though the result is 0). With the direct link, the attendee skips the purchase entirely and lands in the Registration form, which is a cleaner experience.
You can achieve the same with an individual registration link for paid events (see Setting up Tickets) — it does the same thing, just configured directly in the Tickets module instead of in the e-mail.
Alongside the registration button in the e-mail, paid events also have Individual and Bulk registration links in the Tickets module:
Individual registration link — single-use, for one person, bypasses ticket purchase (free registration).
Bulk registration link — one link with a configured maximum number of uses (for example, 20). A good fit for a partner: the partner shares the link among their guests and the system enforces the limit. Attendees go through the link straight into the Registration form, with no need to buy a ticket.
Both types can assign attendees to a group after registration (for example, "Partner XY"), so you can target them with segmented communication later. Details in Setting up Tickets.
The E-mail campaign is a "container" for delivering the link:
A campaign with a direct link is a personal invitation aimed at specific contacts or groups.
A campaign with a public link is shared information, even if you target only one group (that group can forward the link further).
A typical setup: a campaign for VIPs with a direct link (no one else can register), and a reminder for registered attendees with a public link (so they can pass it on to a colleague).
Goal Link type Invitation-only, closed list Direct Free guest list at a paid event Direct (in the e-mail) or Individual / Bulk registration link (in Tickets) Partner link with a usage limit Bulk registration link (in Tickets) Public invitation for social networks Public Reminder for registered attendees with optional sharing Public VIP invitation that cannot be forwarded Direct
For a free guest list, use a direct link in the e-mail (campaign) or an Individual / Bulk registration link in the Tickets module. Both bypass the purchase process.
For a closed list, use a direct link. If you must use a public link, turn on the Only assigned contacts restriction in Event settings.
The direct link is personal. For public sharing, use a public link, or share the public microsite link directly from the Event microsite module.
The Bulk registration link in the Tickets module supports a maximum-usage limit and assignment to a group. Use both so you keep visibility.
In the statistics, the status shows that the attendee came through an open link. If you want to reach them later as a group, use an E-mail campaign — either through the Registered status or through the group they were assigned to.
