Whether it’s through an email, poster, SMS, or QR code, this step is crucial. The clearer and simpler you make it, the more likely users are to activate.
We recommend thinking about activation in a sequence of touch-points, starting with email, then reinforcing with follow-ups and other channels.
Step 1: The Activation Email
When drafting subject lines and body copy, always come back to the immediate value: make clear what the card is for, highlight any incentive (e.g. built-in benefits or a specific promo). Subject lines with strong offers have been shown to lift conversions by up to 30%.
Examples:
Subject: “Unlock $20 instantly with your Membership Card”
Subject: “Save 15% today — add your Rewards Card”
Body: “Your Membership Card is ready to add to Wallet. With one tap, you’ll unlock faster check-in, instant rewards, and exclusive offers.”
Call to action: Place Add to Apple and Google Wallet buttons above the fold (repeat at the bottom if needed).
✨ Pro tip✨ Consider including a GIF or a visual to let Apple Wallet users know to tap Add again (as shown below) after clicking the Add to wallet buttons
Step 2: The Follow-Up Email
Treat the follow-up as a reminder of an unfinished action. Reiterate the value, give a sneak peek of the pass, and use urgency to nudge completion.
Examples:
Subject: “Your $20 reward is waiting — add your Card now”
Subject: “You haven’t unlocked your perks yet — finish adding today”
Body: “Don’t miss out — your perks are ready, simply add your Membership Card to Wallet.”
Call to action: Resurface the Add to Apple and Google Wallet buttons.
Optional Visual:
Add a secondary module with a preview of the pass (mockup or cropped screenshot). This reinforces what the user will unlock and builds anticipation.
Posters & QR Codes
Posters should pair a bold headline with a visible QR code and one clear value-driven reason to scan.
Examples:
Headline: “Unlock $20 instantly — scan to add your Membership Card”
Headline: “VIP entry starts here — scan to add your Event Ticket”
Body: “Exclusive perks and updates, always in your Wallet.”
Call to action: Use a large, high-contrast QR code, and add Apple Wallet and Google Wallet icons for clarity.
SMS Links
SMS should be short, action-driven, and tied to a fresh moment of value (signup, purchase, registration).
Examples:
“Your 15% reward is ready — tap to add your Rewards Card to your Apple or Google Wallet→ [link]”
“VIP access unlocked — add your Event Ticket to your Apple or Google Wallet now → [link]”
Call to action: Send the link at the right time, and use branded short links so it looks trustworthy.
Quick Checklist
✅ Lead with value
✅ Keep it short (1–2 sentences)
✅ Add to Wallet buttons as hero CTA
✅ Simple Apple instructions (extra Add)
✅ Reinforce with follow-up emails, posters, or SMS
Key takeaway: Every channel should drive one thing — getting users confidently from seeing your message to adding their card to Wallet.