19 May
Why Event Registration is Your First and Best Event Personalization Tool
In 2025, personalization isn’t a luxury—it’s an expectation. As Ari Driessen, CEO of RSVPify, noted in a recent interview with pc/nametag’s Meaghan Maybee, “Attendees want events to feel personal. The registration process is where that journey should start.” Personalization helps organizations create memorable experiences that increase engagement, build loyalty, and deliver stronger returns on event investment.
Why Event Personalization Matters
According to RSVPify’s 2025 Future of Events Survey, nearly 67% of event planners believe personalization will have a very or extremely significant impact on future event experiences. Personalized agendas, curated content, and tailored communications all play a critical role in elevating attendee satisfaction.
This trend isn’t limited to corporate events—nonprofits, trade associations, and even social event organizers are embracing personalization as a core strategy.
The registration process is no longer just about data collection. It’s the beginning of the event attendee experience and a key opportunity to make a strong first impression. In a world where personalization is king, smart registration design can foster deeper engagement right from the start.
We’re seeing a big shift toward a ‘pick your own adventure’ model for events. Organizers are giving attendees a menu of options and letting them curate their own experience.” Ari Driessen
Recent research from EventMB’s State of the Event Industry Report reinforces this trend. Nearly 80% of event organizers surveyed cited attendee engagement as their top challenge and priority for 2025, with personalization identified as the key driver for improving it. Additionally, a report by Freeman highlights that 90% of attendees expect personalized experiences at the events they attend, yet only 50% of planners feel equipped to deliver on those expectations.
This gap presents a major opportunity for event professionals willing to invest in technologies and strategies that support personalization. Forward-thinking planners are using advanced data collection during event registration to shape session offerings, networking experiences, and even event swag options. Some events are using AI-powered tools to recommend sessions based on attendee profiles, ensuring every touchpoint feels tailored and intentional.
Challenges to Implementation
Despite high expectations, planners face hurdles in achieving effective personalization. Limited budgets, technology constraints, and data collection challenges all make delivering highly tailored experiences difficult. However, leveraging the right tools and strategies can bridge the gap. Implementing flexible event platforms, integrating CRM systems, and using attendee feedback loops can significantly enhance personalization efforts without drastically increasing budgets.
What it Means for Event Planners
- Start with Data Collection: Use your registration forms to gather valuable insights about attendee preferences and interests. Simple additions like preferred learning formats or top topics of interest can provide actionable data.
- Leverage Real-Time Feedback: Incorporate live polls and surveys to adjust event content on the fly. For example, after a keynote, conduct an instant feedback poll to gauge interest in related breakout sessions.
- Offer Customizable Experiences: Provide multiple tracks or breakout sessions that allow attendees to shape their own journey. Digital event platforms can help attendees build custom schedules ahead of time.
- Use Technology Wisely: Adopt platforms that integrate seamlessly with CRM and marketing tools to personalize post-event communication. This ensures that follow-up messages are relevant and based on actual attendee behavior.
- Focus on Follow-Up: Personalize post-event outreach based on attendee engagement and participation. If an attendee visited a specific sponsor booth or attended a product demo, include related content in your follow-up email.
