How to use Sendoso Touches to increase event attendance

If you’re trying to get more people to actually show up at your events—not just click “Yes” on a calendar invite—this guide’s for you. Maybe you’re in B2B marketing, field events, or sales. You’ve heard of Sendoso, or maybe you’re already paying for it, but you’re not sure how to use it to get butts in seats. Here’s a no-nonsense walkthrough on using Sendoso Touches to drive real attendance, not just RSVPs.

What Are Sendoso Touches (and Why Bother)?

For the uninitiated: Sendoso is a platform that lets you send stuff—gifts, swag, coffee, whatever—to prospects and customers. “Touches” are their way of referring to these sends, whether it’s an eGift, a physical package, or a handwritten note. The idea is to break through the digital noise and give people a reason to remember you.

But let’s be clear: sending random swag won’t magically get people to your event. The real trick is sending the right thing, at the right time, to the right person. Here’s how to do that without wasting budget or annoying your audience.

Step 1: Get Clear About Your Audience and Event

Before you send anything, nail down:

  • Who are you inviting? Decision makers, influencers, or practitioners? Execs won’t care about a $5 coffee gift card. Practitioners might.
  • What kind of event is it? A webinar? A big annual conference? A lunch-and-learn at a local brewery?
  • What’s the attendance goal? Are you trying to fill seats, impress VIPs, or just boost engagement?

If you skip this, you’ll end up sending things that miss the mark. (Like sending branded socks to CFOs. Don’t.)

Step 2: Map the Event Journey—And Where a Touch Actually Helps

Think about the moments that matter between invite and event day. Here’s a common event journey:

  1. Initial invite
  2. Reminder(s)
  3. Day-before/day-of nudge
  4. Post-event follow-up

Now ask: at which of these points would a Sendoso Touch actually make a difference? Don’t send something just because you can—send it where it’ll move the needle. Examples:

  • Initial invite: A creative Touch can make your invite stand out, but don’t blow your budget here unless you’re targeting high-value guests.
  • Reminder: This is where a well-timed coffee voucher or snack pack can remind people you’re expecting them.
  • Day-of: Consider something digital (like a food delivery) so they’re fueled up and have a reason to show up.
  • Post-event: A thank-you Touch can help with follow-up meetings, but don’t expect it to fix weak attendance after the fact.

Pro tip: For virtual events, food and beverage eGifts work well. For in-person, small physical gifts can be more meaningful.

Step 3: Pick the Right Touch for the Right Moment

Here’s where most folks get it wrong: sending the same thing to everyone, or sending expensive gifts to people who don’t care.

Some options that actually work:

  • Coffee or lunch eGifts: Simple, inexpensive, and universally appreciated. Good for reminders or day-of nudges.
  • Handwritten notes: Old-school, but if you’re targeting a small group of VIPs, it stands out.
  • Event survival kits: For in-person events, send a kit with snacks, Advil, or even branded masks. Send ahead of time so it arrives before the event.
  • Branded, useful swag: Only if it’s actually useful—think Moleskine notebooks, decent water bottles, or portable chargers. Not keychains.
  • Local treats: If you know your audience’s location, sending something local (like a mini treat box) can feel personal. Works best for small, targeted groups.

Skip these:

  • Generic tchotchkes (stress balls, cheap pens, anything that screams “trade show”)
  • Overly expensive gifts for low-value leads (that’s just burning money)
  • Complicated redemption processes—if it takes more than 2 clicks, people won’t bother

Be wary: Some companies have strict gift policies. Always check before sending anything over $25, especially to enterprise or public sector folks.

Step 4: Personalize, But Don’t Overengineer

Personalization works—up to a point. Including the recipient’s name and a reference to why you’re inviting them can double your chances of a response. But don’t spend hours crafting individual notes if you’re sending to 200 people.

What actually works:

  • Mention something relevant (their company, a recent project, or even a shared connection).
  • Reference the event specifically: “Hope you can join our AI in Healthcare roundtable next Thursday.”
  • Keep it short. No one wants to read a novel.

What to skip:

  • Ultra-generic messages (“Join our event!”)
  • Overly elaborate personalization that slows you down. Scale matters.

Step 5: Automate, But Don’t Set and Forget

Sendoso integrates with tools like Salesforce, Marketo, and Outreach. Use these to trigger Touches based on real actions—like registration, RSVP, or even no-shows.

Smart automation ideas:

  • Send a coffee gift card automatically when someone registers.
  • Trigger a reminder Touch if someone hasn’t responded to your invite after a week.
  • Post-event, send a thank-you Touch only to attendees, not everyone invited.

But watch out:

  • Don’t blast everyone the same thing at once. Stagger sends so you don’t look like a robot.
  • Monitor redemption rates. If no one is claiming your eGift cards, tweak your approach.

Step 6: Measure What Matters (And Ignore Vanity Metrics)

It’s easy to get excited about “send volume” or how many gifts you shipped. Who cares? What matters is:

  • Actual attendance rate: Did more people show up after getting a Touch?
  • Redemption rate: Are people actually using the gifts you send?
  • Follow-up actions: Did you get more meetings, demos, or pipeline from attendees?

If you can’t tie Touches to a real bump in attendance, adjust your strategy. Sometimes that means sending less, or mixing up what you send.

What to ignore:

  • “Open rates” on your Sendoso emails (most people ignore these)
  • Number of swag bags shipped (unless you’re tracking ROI per attendee)

Step 7: Learn, Iterate, Repeat

The first time you use Sendoso Touches for event attendance, it probably won’t be perfect. That’s fine—just don’t autopilot.

  • Ask for feedback: A simple post-event survey can tell you what worked (and what didn’t).
  • Test different Touches: Try coffee for one group, snacks for another, handwritten notes for execs.
  • Cut what doesn’t move the needle: If nobody cares about branded socks, stop sending them.

Real Talk: What Actually Works (And What Doesn’t)

Works:

  • Timely, relevant Touches that match the audience and event type
  • Simple, easy-to-redeem eGifts (coffee, Uber Eats, DoorDash)
  • Honest, personal messaging that sounds human

Doesn’t:

  • Generic mass mailings with no tie-in to the event
  • Expensive swag for low-probability attendees
  • Relying on Touches alone—your event still needs to be worth attending

Ignore the hype: Sendoso is a tool, not magic. It gets people’s attention, but it can’t fix a boring event or a weak value proposition. Use it to complement a strong invite, not as a replacement.

Keep It Simple, Iterate, and Don’t Overthink It

If you’re using Sendoso Touches to boost event attendance, keep it practical. Start small, measure what works, and don’t send junk just because you can. The best results come from matching the right Touch to the right person at the right moment, and tweaking your approach as you learn.

Don’t get caught up in flashy tactics or overcomplicated campaigns. Focus on making your event actually worth attending, then use Sendoso to nudge people across the finish line. That’s it.