Best Practices for Distributing Digital Passes

Distribution Channels Overview

PassEditor supports multiple distribution channels. Choosing the right one depends on your use case, customer touchpoints, and technical resources.

Email Distribution

Email is ideal for confirmed purchases and post-registration follow-ups.

Add to Wallet Buttons

Include Apple Wallet and Google Wallet buttons directly in your HTML emails. PassEditor generates ready-to-use button HTML.

Best practices:

• Send within 5 minutes of purchase confirmation
• Include the ticket/pass details in the email body too
• Send a reminder 24 hours before the event
• Use a clear subject line mentioning “ticket attached”

Email Template Tips

• Keep the design simple and mobile-first
• Make the “Add to Wallet” button prominent
• Include fallback instructions for desktop users
• Test across email clients

SMS Distribution

SMS has high open rates and works well for last-minute delivery.

Deep Links

SMS messages can include deep links that automatically open the pass on Android or prompt Add to Wallet on iOS.

Best practices:

• Keep messages short (160 characters)
• Include event name and date
• Send a reminder 1-2 hours before

QR Code Distribution

QR codes work everywhere — printed materials, digital displays, receipts.

Where to Use QR Codes

• Posters and flyers
• Event programs
• Receipts and confirmation pages
• Business cards
• Product packaging
• Table tents at restaurants

QR Code Best Practices

• Ensure adequate white space around the code
• Test at the size it will be printed
• Use high-contrast colors
• Include instructions: “Scan to add to wallet”

Landing Pages

Create branded landing pages where customers add passes themselves.

Use Cases

• Pre-event registration confirmation
• Membership sign-up completion
• Purchase follow-up
• Lead generation campaigns

Landing Page Best Practices

• Keep the page focused on one action
• Show a preview of the pass design
• Explain the benefits of adding to wallet
• Provide clear instructions
• Make it mobile-optimized

API Distribution

For high-volume or automated scenarios, use our REST API.

Common API Patterns

Issue passes in bulk:

curl -X POST https://api.passeditor.com/v1/passes/batch \
  -H "Authorization: Bearer {token}" \
  -d @passes.json

Generate pass URL for frontend:

curl -X POST https://api.passeditor.com/v1/passes/{template_id}/issue \
  -H "Authorization: Bearer {token}" \
  -d '{"customer_email": "user@example.com", "name": "John"}'

Returns a URL to redirect the user for wallet installation.

Timing Your Distribution

For Events

1. At purchase — Confirmation email with ticket
2. 1 week before — Reminder with event details
3. 24 hours before — Final reminder
4. Day of event — Location/parking reminder

For Loyalty Cards

1. At sign-up — Welcome offer with first pass
2. When points earned — Balance update notification
3. Near redemption threshold — “Only 50 more points!”
4. Birthday/anniversary — Special offer

Measuring Distribution Success

Track these metrics:

• Delivery rate — Did the message reach the customer?
• Add-to-wallet conversion — What percentage added the pass?
• Pass view rate — Did they actually open the pass?
• Engagement — Did they respond to notifications?

Get Started

Ready to distribute your first passes? Create a free account and start sending.