With Omnisend + PassKit, you can deliver digital wallet passes like loyalty cards, coupons, or event tickets through personalized email or SMS campaigns. Each customer receives their own pass link, making it easy to connect marketing actions with real-world results.

Setting Up The Integration

To send PassKit passes using Omnisend:

  1. Create and publish your pass in PassKit (loyalty card, event ticket, coupon, etc.).
  2. Generate unique pass links using the Distribution tab in your PassKit dashboard or by exporting them via CSV.
  3. Prepare your contact list in Omnisend, including a custom field for the pass URL.
  4. Import the updated list with pass URLs into Omnisend, mapping the pass link to a custom property (e.g., {{pass_link}}).
  5. In your email or SMS content, insert the personalized pass link using the custom field.
  6. Launch your campaign or set it up in an automation flow.

You can also design a call-to-action button or hyperlink that points directly to the customer’s unique digital pass.

Common Use Cases

Omnisend + PassKit is ideal for eCommerce and DTC brands running promotions or loyalty programs.

  • Send loyalty passes to new VIP customers
  • Deliver digital coupons to a segment after a campaign
  • Send access passes for special events or product drops
  • Include pass links in welcome or post-purchase automations
  • Re-engage dormant users with exclusive pass offers

This helps turn marketing outreach into mobile wallet interactions your customers can actually use.

Requirements

You’ll need the following:

  • A PassKit account with an active published pass
  • An Omnisend account
  • Exported pass URLs from PassKit (via Distribution or API)
  • A contact list in Omnisend with fields for name, email, and pass link
  • A campaign or automation workflow where pass links can be included

No development required for basic list uploads and campaign sends.

Support And Documentation

Helpful resources:

SDK and API Configuration Settings

Subscribe to PassKit Webhooks

Using Long-Lived API Tokens

Frequently Asked Questions

Can I Send A Wallet Pass With Omnisend?

Yes. Each email or SMS can include a unique pass link for the recipient.

How Do I Insert The Link Into My Campaign?

Use a custom field (like {{pass_link}}) in your message or button to include the pass URL.

Can I Use This In Automated Workflows?

Yes. You can include pass links in Omnisend’s automation flows like welcome series, reactivation, or post-purchase.

Does This Work For SMS Too?

Absolutely. You can add the pass URL directly into SMS messages.

How Do I Match Pass Links To Each Contact?

Export pass URLs from PassKit, match them with your contacts, and upload the data into Omnisend using a custom property.