For the registration button in the Invitation e-mail and in an E-mail campaign, the section Where should the registration button lead? decides where you send the recipient. You always get Personal recipient link (an invitation tied to one specific contact) and Public link (shareable, everyone enters their own e-mail). A paid event adds a third option, Individual free admission — the recipient registers without buying a ticket. The choice decides whether the invitation becomes a private guest list or a channel for spreading the word.
Decide whether the invitation should be personal (valid for the recipient) or shareable (anyone with the link can register).
At a paid event, also decide whether the recipient should pay. A personal link sends them to ticket purchase. If admission should be free, you need Individual free admission.
With a public link, expect people to forward it. If you do not want that, choose the personal link.
The setting sits in the e-mail content under Where should the registration button lead?. The options depend on the event type: a free event offers two, a paid event three. Individual free admission does not appear at a free event — there is no purchase to bypass.
The link is unique to the recipient of the e-mail — it carries the identification of one specific contact. It behaves differently depending on whether the event has tickets enabled.
At a free event, the registration e-mail is fixed and cannot be changed. The recipient can confirm or decline attendance. If they forward the link, the other person does not get registered under their own name — the registration belongs to the original recipient.
At a paid event, the personal link mainly serves to personalize the microsite. The recipient continues to ticket selection and purchase, and during checkout they can enter a different e-mail than the one the invitation was sent to. So at a paid event, a personal link is not a way to let someone in for free, and it does not lock registration down as tightly as at a free event.
When to use it:
A personal invitation to a VIP or a specific partner.
An internal company event without tickets, where you do not want registrations from outside the invited list.
An invitation-only event without tickets, where you have a closed list.
A paid event where the microsite should be personalized and the guest buys their own ticket. If you need certainty about who registers, add the Registration only for assigned contacts restriction.
A public link does not lead to a pre-filled registration. It leads to the microsite, where the visitor first enters an e-mail and only then continues — at a free event to the registration form, at a paid event to ticket selection and payment, if required. Any e-mail address can be entered.
Behavior:
The link can be copied and sent to anyone. A new recipient registers under their own e-mail.
You can post it on social media, on your website, or in an internal newsletter.
It suits public events and campaigns meant to drive as many registrations as possible.
When to use it:
A public event where you want to admit as many people as possible.
An invitation attendees are meant to pass along ("bring a colleague").
When you do not yet know who will come and want to keep it open.
The third option appears only at an event with Tickets enabled. The recipient gets an individual registration link without having to buy a ticket — exactly the "let this list of people in for free" scenario.
This is the right choice for a guest list at a paid event. A personal link is not a substitute: it sends the recipient to checkout.
A common request from organizers of paid events: "I want to let 50 contacts in for free without paying."
How to do it:
Import the 50 contacts into contact management (with a preferred language).
Assign them to the event.
Create an E-mail campaign (or use the Invitation e-mail) and set the registration button to Individual free admission.
Send the campaign to exactly those 50 contacts.
Through the link, the recipients reach registration without buying a ticket.
Compared to a 100% discount code: with a discount code the attendee still goes through the purchase process, even though the total is zero. Individual free admission skips checkout entirely, which is cleaner for the guest.
The Tickets module offers the same principle, with registration links managed separately:
Individual link — single-use, for one person, bypasses ticket purchase.
Bulk link — one link with a maximum number of uses (for example 20). Useful to hand to a partner: they share it among their guests and the system enforces the limit.
Both types can add people to a group after registration (for example "Partner XY"), so you can keep addressing them by segment. Details in Setting up Tickets.
What differs is distribution: Individual free admission generates links for the recipients of a campaign or the Invitation e-mail, whereas links from the Tickets module are distributed by you, and a bulk link additionally supports shared use with a limit.
An E-mail campaign is a "container" for delivering the link:
A campaign with a personal link → an invitation targeted at specific contacts or groups.
A campaign with a public link → shared information, even when you target a single group (they can forward it).
A campaign with individual free admission → a guest list at a paid event.
Typical use: a campaign for VIPs with a personal link, a reminder to registered attendees with a public link (let them pass it to a colleague).
Invitation-only, closed list (free event) — Personal recipient link
Free guest list at a paid event — Individual free admission
Partner link with a usage limit — Bulk registration link (in Tickets)
Public invitation for social media — Public link
Reminder to registered attendees, occasional forwarding — Public link
Personalized microsite at a paid event (the guest buys a ticket) — Personal recipient link
At a paid event, a personal link leads to ticket selection and purchase — it personalizes the microsite but does not bypass payment. For free admission, choose Individual free admission, or use an individual or bulk registration link from the Tickets module.
A discount code lowers the price, but the purchase process remains. For a free guest list, use Individual free admission in the e-mail, or registration links in the Tickets module.
For a closed list, use Personal recipient link. If it has to be a public link, turn on the Registration only for assigned contacts restriction in Event settings.
At a free event the registration e-mail genuinely cannot be changed. At a paid event, however, the recipient can enter a different e-mail during checkout, so the registration may not end up with the person the invitation was sent to. If you need certainty about who registers, add the Registration only for assigned contacts restriction.
A personal link belongs to one specific recipient. For public sharing, use Public link, or the public microsite link from the Event microsite module.
A bulk link in the Tickets module supports a maximum number of uses and group assignment. Use it so you keep an overview.
A registration from a public link shows up in statistics as an arrival through an open link — the system sent those people no invitation. To reach them afterwards, use an E-mail campaign targeted at the Registered status or at the group they landed in.
