A wallet-pass invitation needs to answer a small question clearly: what will I save, and why would I want it on my phone? A vague “Unlock your rewards” button can leave the customer unsure whether they are joining a program, claiming an offer, or installing a membership card they already own.
Use Migma to create the email around one verified customer state. Keep the pass creation, eligibility, and installation link with the platform that owns them. Then review the complete path from the received email to the correct pass.
This guide is published by Migma. The copy examples are original suggestions, not a customer case study or a promise of results. Platform documentation was checked on October 16, 2026.
Separate the invitation from the loyalty program
The email explains the next step. It does not create the underlying right to a reward or establish that a recipient qualifies. Ask the loyalty owner to confirm the membership state, benefits, and pass destination before drafting.
Brevo's Wallet article describes loyalty cards and other mobile-wallet uses. Its visible publication date is November 17, 2025, so treat it as evergreen background rather than a new launch. The useful topic is how an email introduces a pass without promising more than the program provides.
Brevo's current Create a Wallet pass guidance describes designing and sharing passes, including installation links distributed through email. Confirm the actual pass setup and access in your account; an email design alone does not make the pass available.
Situation one: an existing member needs their card
For someone already enrolled, focus on access rather than making them feel they must join again. Explain what the card is and where it can be used, using only the approved program details.
An original draft direction:
Subject: Keep your membership card close Your digital membership card is ready. Save it to your phone so you can find it when you need it. Open the link below to view the card and the available save options. You can review your membership details on your account page. Button: View my membership card
Use that language only if the card is ready and the destination offers those actions. Avoid “Join now” for an existing member. If the link first requires sign-in, explain that step instead of promising instant installation.
Situation two: a verified reward is available
A reward message needs the approved benefit and redemption conditions. Keep saving the pass distinct from using the reward. The customer should not have to guess whether tapping the button redeems anything.
A second original direction:
Subject: A reward is ready to review Your account has an available reward. Open your pass to see the current benefit, where it can be used, and any deadline. Saving the pass keeps those details easy to find; follow the displayed instructions when you are ready to redeem. Button: Review my reward
Replace the generic benefit with specific approved wording when the data supports it. Do not include a points balance copied from an old creative brief if the real system supplies a newer value. Have the loyalty owner decide which source is authoritative.
Situation three: the customer needs installation help
A help message should solve a known problem without inventing a new entitlement or deadline. Identify the supported route and give the reader a clear way to get assistance.
A third original direction:
Subject: Help saving your membership card Open your membership link on your phone and follow the save option shown for your device. If the card does not match your account or the link does not open, use our support page before trying again. Your account page remains the place to review the current program details. Button: Open my membership link
These examples are not instructions for every pass provider. Adjust them to the behavior your owner has tested. Do not invent an alternative barcode, offline-access promise, or support response time.
Build and check the email in Migma
Supply the approved state, benefit wording, destination behavior, and brand references in the Migma brief. Keep the main action prominent, and distinguish the program's name from the wallet app that stores the pass.
Review Migma brand context before generation so the logo, colors, voice, and saved product facts are appropriate. Migma can help prepare the email creative; this does not establish native Wallet-pass creation or loyalty-state synchronization.
Check the message with images hidden and at a narrow width. The card illustration should support the explanation, not contain the only instructions. Keep any important conditions in readable text.
Test identity and installation separately from clicks
Run Email Preflight, resolve relevant findings, and inspect the final sending version. Migma's export guidance documents a Brevo template handoff; finish the campaign review in Brevo.
Have the responsible owner test the actual installation link with approved test contacts. Verify the right membership, current benefit, expected device behavior, and support path. Brevo's guide specifically calls for checking both Apple Wallet and Google Wallet behavior on devices.
Record an email click and a confirmed pass installation as separate outcomes. A clicked link does not establish that the customer saved the card or redeemed a benefit. Keep any remaining uncertainty visible in the report, then use the findings to make your next Migma invitation easier to understand.
Frequently Asked Questions
Does Migma create the wallet pass?
This guide uses Migma for email creative. The pass provider owns pass creation, eligibility, installation links, and current membership details; verify those separately.
Should an existing member receive a join invitation?
Use wording that matches their verified state. An existing member may need access to a card rather than a second invitation to enroll.
Does an email click prove pass installation?
No. A click shows interaction with the link. Report a confirmed installation only when the responsible system provides evidence that the pass was saved.
What should the team test before sending?
Check the correct membership, current benefit, installation link, supported device behavior, and support destination using approved test contacts. Review the final email in the sending platform.