Workflow Guide: Event Registration and Follow-Up

What This Workflow Does

When a contact expresses interest in an event (via a web form, ad, QR code, or WhatsApp message), they receive a registration form in WhatsApp that captures their details and preferences. Once registered, they receive automated reminders leading up to the event. After the event, they receive a feedback form and relevant follow-up content. The entire journey runs in WhatsApp, creating a seamless, mobile-first experience that drives higher registration completion and attendance rates.

What You Will Need

A Flowella account connected to your HubSpot portal
A WhatsApp Flow template for event registration (name, attendance preferences, dietary needs, session choices)
A WhatsApp Flow template for post-event feedback (rating, highlights, suggestions)
HubSpot contact properties for event registration status, event name, and any event-specific data
A HubSpot custom date property for the event date
The contact's WhatsApp phone number in international format

Step 1: Create Your Event Forms

Registration Form

Create a HubSpot form with fields appropriate to your event:

Will you be attending? — dropdown: Yes, Maybe, No
Number of attendees — dropdown: 1, 2, 3, 4+ (if plus-ones or group bookings are allowed)
Dietary requirements — multi-select: None, Vegetarian, Vegan, Gluten-free, Nut allergy, Other
Session preference — dropdown or multi-select: your event's sessions or tracks (if applicable)
Any questions in advance? — single-line text (optional)

In the Flowella app, generate a WhatsApp Flow template. Frame it warmly: "We'd love to have you at ! Here are a few quick details to help us prepare."

Post-Event Feedback Form

Create a second form with:

How would you rate the event overall? — dropdown: 0 through 10
What was the highlight? — single-line text (optional)
What could we improve for next time? — single-line text (optional)
Would you attend a future event? — dropdown: Definitely, Probably, Unlikely

Generate a second WhatsApp Flow template from this form.

Step 2: Create the Registration Workflow

In HubSpot, go to Automations > Workflows and create a new Contact-based workflow.

Set the Trigger

The trigger depends on how contacts express interest:

Option A: Web form submission If contacts register interest via your website, trigger the workflow when a specific HubSpot form is submitted. The workflow then sends the detailed registration form via WhatsApp.

Option B: Click-to-WhatsApp ad or QR code If contacts arrive via a WhatsApp entry point, trigger on Flowella: WhatsApp Forms Integration: Text Reply or a specific welcome Flow completion.

Option C: List-based enrolment If you are inviting an existing audience, trigger on list membership (e.g. "Event Invitees — Spring Gala 2026").

Option D: Manual enrolment For bespoke invitations or VIP guests.

Step 3: Send the Registration Form

Add a Send WhatsApp Template action (Flowella).

Configure:

Field	Value
Contact Phone Number	WhatsApp phone number property
Template Name	Your event registration Flow template
Template Variable 1	First Name
Template Variable 2	Event name
Template Variable 3	Event date
Template Variable 4	Event location or link

Step 4: Wait for Registration Completion

Add a Delay until event occurs action:

Event: Flowella: WhatsApp Forms Integration: Form Completed
Maximum wait time: 7 days (or adjust based on how far out the event is)

Step 5: Branch on Registration Response

Add a Branch action: Whether or not the event criteria were met.

Path A: Form Completed

Branch on the "Will you be attending?" property:

"Yes" — Confirmed Attendee

Set contact property — "Event Registration Status" → "Registered"
Set contact properties — update dietary requirements, session preferences, number of attendees
Send WhatsApp Message — "You're confirmed for on ! We'll send you a reminder closer to the day. If anything changes, just reply here."
Send internal notification — update the event team with registration details
Proceed to the reminder sequence (see Step 6)

"Maybe" — Tentative

Set contact property — "Event Registration Status" → "Tentative"
Send WhatsApp Message — "No worries, we'll keep a spot available. We'll check in with you a bit closer to the date."
Proceed to the reminder sequence with adjusted messaging (see Step 6, Variation B)

"No" — Declined

Set contact property — "Event Registration Status" → "Declined"
Send WhatsApp Message — "That's a shame, but we understand. We'll let you know about future events."
End (or enrol in a future events notification list)

Path B: Form Not Completed

Send WhatsApp Message — "Hi , we sent over the registration details for . If you're interested, it only takes a moment to confirm your place."
Delay — 3 days
Send WhatsApp Template — re-send the registration form
Delay until event occurs — Form Completed (max 7 days)
Branch: if completed, process as above. If not, set "Event Registration Status" → "No Response" and end.

Step 6: Pre-Event Reminders

For confirmed and tentative attendees, add a reminder sequence. Use Delay until a date actions timed relative to the event date.

Reminder 1: One Week Before

Delay until — 7 days before the event date
Send WhatsApp Message — "Just one week until ! Here's what you need to know:" followed by key details (time, location, what to bring, parking, etc.)

Reminder 2: Day Before (Confirmed Attendees)

Delay until — 1 day before the event date
Send WhatsApp Message — "See you tomorrow at , ! Doors open at . Looking forward to it."

Reminder 2: Day Before (Tentative Attendees — Variation B)

Delay until — 1 day before the event date
Send WhatsApp Template — a short confirmation Flow: " is tomorrow! Can you let us know if you'll be joining us?"
Delay until event occurs — Form Completed (max 12 hours)
Branch: if confirmed, update status and send confirmation. If declined or no response, update status accordingly.

Reminder 3: Morning Of

Delay until — morning of the event
Send WhatsApp Message — "Today's the day! starts at . See you there."

Step 7: Post-Event Follow-Up

After the event, send the feedback form and relevant follow-up content.

Delay — the day after the event (or a few hours after, depending on the event type)
Send WhatsApp Template — your post-event feedback Flow template.

Configure:

Field Value

Template Variable 1 First Name

Template Variable 2 Event name
Delay until event occurs — Form Completed (max 7 days)
Branch: Whether or not event criteria were met.

Field	Value
Template Variable 1	First Name
Template Variable 2	Event name

Feedback Received

Branch on the rating score:

High Score (8–10):

Send WhatsApp Message — "So glad you enjoyed it! We'd love it if you could share your experience." Include a link to leave a review or share on social media.
If "Definitely" would attend again: add to the early access list for future events.

Mid Score (5–7):

Send WhatsApp Message — "Thanks for the honest feedback. We'll take your suggestions on board for next time."
If improvement suggestions were provided: create a task for the events team to review.

Low Score (0–4):

Send WhatsApp Message — "We're sorry it didn't meet your expectations. Thanks for letting us know. We'll work on doing better."
Create task for the events team with the feedback details.
Consider offering a discount or priority access for the next event as a goodwill gesture.

No Feedback

Send one reminder: "Hi , we'd love your quick thoughts on . Just a couple of questions!"
End after the reminder. Do not send multiple follow-ups for event feedback.

Workflow Diagram

Trigger: Contact expresses interest
    │
    ▼
Send Registration Flow
    │
    ▼
Delay until: Form Completed (max 7 days)
    │
    ├── Registered ──────────────────────┐
    │   ├── "Yes" → confirmed            │
    │   ├── "Maybe" → tentative          │
    │   └── "No" → declined, end         │
    │                                     │
    │   Reminder: 7 days before           │
    │   Reminder: 1 day before            │
    │   (tentative: re-confirm)           │
    │   Reminder: morning of              │
    │                                     │
    │   Post-event: Feedback Flow         │
    │   Branch on score                   │
    │   ├── High → review/share           │
    │   ├── Mid → acknowledge             │
    │   └── Low → apologise + task        │
    │                                     │
    └── No response ────────────────────┐
        Reminder + re-send form          │
        └── Still no response → end      │

Tips for This Workflow

Tailor the registration form to the event type. A corporate conference needs session preferences and dietary requirements. A charity fundraiser needs ticket quantity and donation preferences. A webinar needs only a confirmation and a reminder of the joining link.

Use WhatsApp for last-minute updates. If there are changes to the event (venue, time, speaker cancellation), WhatsApp is the fastest and most reliable way to reach attendees. Add a manual step in your event management process to send updates via a WhatsApp message action.

Segment attendees for future events. Use the registration and feedback data to build lists of highly engaged attendees, tentative contacts who might be re-engaged, and contacts who declined. This segmentation improves targeting for future event promotions.

Track registration-to-attendance conversion. If you can record actual attendance (e.g. via a check-in system that updates a HubSpot property), compare registration numbers to attendance numbers to measure the effectiveness of your reminder sequence.

Share content post-event. In addition to the feedback form, consider sending a WhatsApp message with event recordings, slide decks, photo galleries, or key takeaways. This adds value for attendees and gives non-attendees a reason to register for the next event.