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Getting started with Brevo Wallet

Brevo Wallet allows you to create digital wallet passes that your customers can add to their Apple Wallet or Google Wallet. Use wallet passes to share loyalty cards, coupons, and more directly to your customers' mobile devices.

What is a wallet? 

A digital wallet is a built-in mobile app that stores digital versions of cards, passes, and tickets. Apple Wallet is built into iPhones, and Google Wallet is the equivalent on Android. Unlike physical cards, wallet passes are always available on the device, can be updated in real time by the business that issued them, and can send push notifications to the lock screen.

Brevo Wallet allows you to create, share, and manage those Apple Wallet and Google Wallet passes for your business. You can:

Why create wallet passes for your business?

Wallet passes offer several advantages over traditional paper cards or digital alternatives:

  • One design, multiple personalized passes
    Create a single pass design, then use variables (like name, tier, points, or offer) to automatically generate a unique, personalized version for each customer.
  • Real-time updates
    Update pass information instantly without requiring customers to download a new version or app update.
  • Direct communication
    Send push notifications and offers that appear immediately on customers' devices, with significantly higher engagement rates than email or SMS.
  • No app or internet connection required
    Customers don't need to download your branded app or to be online to use wallet passes. Wallet passes work with the native wallet apps on their phones.
  • Easy distribution
    Share passes through multiple channels including email, SMS, QR codes, and website links.
  • Better retention
    Customers keep wallet passes in their digital wallets, ensuring your brand stays top of mind.
  • Measurable results
    Track pass installations, updates, and notification engagement to measure campaign effectiveness.

Use cases and examples of Wallet passes

Brevo Wallet supports multiple pass types to fit different business needs:

⭐️ Loyalty and membership cards

Replace physical loyalty cards with digital versions that customers always have on their phones. Update points balances, send personalized offers, and notify members about exclusive deals.

 A coffee shop creates a digital loyalty card that tracks customer purchases and sends a push notification when they've earned a free drink.
💰 Coupons and offers

Distribute promotional offers that customers can redeem in-store or online. Track redemption rates and send reminders before coupons expire.

 A retail store sends a 20% discount coupon for a customer's birthday. The pass displays a barcode for scanning at checkout and automatically expires after 30 days.
🎁 Store cards and gift certificates

Send digital gift cards or store credit passes. Update the balance after each transaction and remind customers about unused balances.

 

 A store sends a digital gift certificate that shows the remaining balance and sends a reminder notification before it expires.

📹 Watch the video below to understand how to use Brevo Wallet:

Step 1: Add your Apple and Google certificates to Brevo

Before creating wallet passes, you need to configure certificates from Apple and Google to authenticate your passes. This setup ensures that all the wallet passes you create work seamlessly with Apple Wallet and Google Wallet.

The certificate setup involves creating developer accounts, generating the necessary credentials, and uploading them to Brevo:

  • 🍏 Apple Wallet
    Requires an Apple Developer account and a Pass Type ID certificate
  • 𝐆 Google Wallet
    Requires a Google Cloud account with the Google Wallet API enabled and service account credentials

➡️ To learn more about how to add Apple and Google certificates to Brevo, check our dedicated articles:

Step 2: Create a Wallet pass

Once your certificates are configured, you can create wallet passes in Brevo. A pass defines the design, layout, and structure of your passes, and can be personalized using dynamic fields and contact attributes to create customized passes for each customer.

➡️ To learn more about how to create a Wallet pass, check our dedicated article Create a Wallet pass.

Step 3: Share your Wallet pass

After creating your pass, you can distribute it to your customers so they can add it to their digital wallet. With Brevo, you can include this link directly in your emails, making it easy to reach your contacts at the right moment. As an all-in-one CRM platform, Brevo allows you to integrate wallet passes directly into your marketing workflows, making it easy to share it with your contacts.

💡 Good to know
When customers click "Add to Wallet" or scan a QR code containing the link to the pass, it is automatically added to the correct wallet app based on their device (Apple Wallet for iOS or Google Wallet for Android).

➡️ To learn more about the different touch points where you can share your Wallet pass, check our dedicated article Share your wallet pass.

Step 4: Send Wallet notifications

One of the most powerful features of Brevo Wallet is the ability to send push notifications directly to customers' lock screens. These notifications appear even when customers' phones are locked, making them one of the most visible and effective forms of communication available in mobile marketing.

❗️ Important
Use notifications strategically. Sending too many notifications can lead customers to delete your pass.

You can send notifications for various scenarios:

  • Updates to pass content
    Notify customers when information on their pass changes, such as updated points balance or changed event details
  • Promotional offers
    Send special deals, discounts, or limited-time offers to pass holders
  • Reminders
    Alert customers about upcoming events, expiring coupons, or unused balances
  • Time-sensitive information
    Share urgent updates like last-minute offers
  • Location-based messages
    Trigger notifications when customers are near your store or venue
  • Milestones
    Celebrate customer achievements like loyalty program tier upgrades or reward unlocks

You can send notifications to all pass holders or target specific segments based on contact attributes, behavior, or pass data. Notifications can be sent immediately or scheduled for optimal timing. Each notification can include a short message and optionally update the information displayed on the pass itself.

➡️ To learn more about how to send Wallet notifications through: 

Step 5: Measure your Wallet marketing ROI

Brevo's analytics dashboard provides comprehensive analytics to help you understand how your wallet passes are performing and measure the return on investment of your wallet marketing campaigns. You can compare performance across different pass types, analyze notification engagement rates, and identify trends over time. By tracking these metrics, you can quantify the impact of wallet marketing on your business goals such as customer retention, repeat purchases, event attendance, or loyalty program participation. This data helps you make informed decisions about pass design, distribution channels, notification timing, and content strategy. 

💡 Good to know
Export your wallet analytics data to integrate it with your other marketing and business intelligence tools for comprehensive cross-channel analysis.

Track essential metrics to understand customer engagement and campaign success:

  • Pass installations: Number of customers who added your pass to their wallet
  • Active passes: Passes currently in circulation
  • Pass deletions: Number of customers who removed your pass
  • Notifications sent and opened: Delivery and engagement rates for push notifications
  • Pass updates: Number of times pass information was updated
  • Location triggers: How often location-based notifications were triggered

💡 Tips to optimize your wallet campaigns

Use your analytics data to improve wallet campaign performance:

  • Test different pass designs to see which generates higher installation rates
  • Monitor notification engagement and adjust your messaging strategy
  • Segment your audience and create targeted passes for different customer groups
  • Track deletion rates to identify passes that aren't providing value
  • Compare wallet pass performance with other marketing channels to measure relative ROI

➡️ To learn more about how to measure your Wallet marketing ROI, check our dedicated article XXX.

⏭️ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.

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