If you've already invited users to install their mobile wallet passes, you might be thinking: How can I ensure that more of them install their passes? To optimize pass activation, take the time to analyze your pass activation funnel, which typically consists of the following three steps, and follow our tips for improving your execution of each one:
Sign-up or Purchase Confirmation
First Communication
Reminder(s)
1. Sign-up or Purchase
Ideally, the availability of a mobile wallet pass is presented in your web or app interface immediately after the sign-up for a membership or a loyalty program or the purchase of a gift card or a ticket because installing a pass would be top-of-mind. Delaying this will decrease the amount of users who activate their pass. Whatever your organization's critical sign-up or purchase event, show each user their unique Pass Download Link afterward—and there is no more explicit call-to-action than the Add to Apple Wallet and Add to Google Wallet buttons.
However, showing each user their unique Pass Download Link immediately after the completion of their sign-up or purchase will require an API integration so that the sign-up or purchase event triggers the creation of a pass with the correct user data and its Pass Download Link. We suggest using our userPassUpsert endpoint here.
We also understand that it's not always possible to do this, as you may have one of the following circumstances:
Email or phone confirmation is a requirement before the user can access the benefit or product.
The sign-up or purchase event happened when mobile wallet passes were unavailable to your users, and you want to provide passes to users now.
You are unable to do an API integration.
If you have one of these circumstances, skip to focusing on the next step.
2. First Communication (about your mobile wallet pass)
Your first email or SMS to a user that contains a call-to-action to install a pass is crucial. For many users, this will be the first time that they are made aware of the existence of a mobile wallet pass for your product or benefit, so try your best to check off the following items:
If appropriate, clearly mention "install your pass now" in the email subject line so users are less likely to ignore it.
In the message body, briefly describe the benefits of installing the mobile wallet pass so users are motivated to do so.
Place the Pass Download Link (usually linked Add to Apple Wallet and Google Wallet buttons) above the fold. Users will likely miss this if placed lower in the email layout.
Try not to have multiple CTAs in one email because the user will have decision paralysis.
When sending your first communication, you can do so with the following options:
You can find no-code solutions under the "Invite" button on the Pass Details Page of any of your published pass templates.
Email Pass Download Links: You can easily send emails to all users with an issued pass (passes are issued to a user when you import a user into Badge by manually adding an individual user, CSV import, API, or custom integration). In this flow:
You can choose specific users or all users that will receive your email.
You can edit the text content of the email.
Your email will inherit the styling of the published pass template.
You can send yourself a test email before sending emails to the selected users.
Export Pass Download Links: You can export all users, including their Pass Download Links, to import them into your CRM or marketing platform.
API integration
Custom integration (contact your Customer Success Manager)
Reminder(s)
Track your activation rate (activation rate = activated passes/installs). You can find these numbers on the Pass Detail Page of any published pass template. If users still need to activate their issued pass even after seeing it in the first two steps of the activation funnel, we suggest sending them follow-up email/SMS campaign(s). Try to check off all the best practices in the First Communication. And while we encourage you to use your own best judgment in terms of the number of follow-ups and frequency, we find that you should follow up to three times and should wait at least a week between follow-ups to avoid being spammy.
Note for our customers without an API or custom integration: The Email Pass Download Links feature can only be used once per user. So, if a user needs an email reminder to download their pass, we suggest that you export the list of users and their Pass Download Links from Badge and import the users with "Issued" as their status to your email platform in order to send them reminders emails. Just remember to actually include each user's unique Pass Download Link as a variable/template in the emails!