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Adding download buttons to emails

You can add "Add to Wallet" download buttons directly to your emails in Design Studio. Each button links to the member's personal createPassUrl, a smart download link that automatically handles device detection and displays the correct experience for iOS, Android, and desktop.

This article covers how to add a download button to an email and how to set up localized Apple and Google Wallet button images.

How it works

Each member's createPassUrl is available as a personalized field in Design Studio. When you add this field as the link on a button or image in your email, every recipient receives a unique download link that opens the correct wallet for their device.

Using the pre-defined Wallet card module

The easiest way to add a download button to your email is to use the pre-defined Wallet card module. This module includes everything you need, the card image, the Add to Wallet button, and the correct download link, ready to drop into any email.

  1. Open your email in Design Studio
  2. Click to add a new module
  3. Go to the Starter Library and open the Loyalty and retention section
  4. Select the Wallet Card module and add it to your email

The module is pre-configured with the createPassUrl personalized field and the localized wallet button images. You can adjust the layout and copy to match your brand.

This is the recommended approach for most emails. Use the manual setup below only if you need full control over the button design or placement.

Manual Setup

Step 1: Set up localized wallet button images

Apple and Google provide official Add to Wallet button assets in multiple languages. Design Studio supports dynamic image sourcing so the correct localized button is served automatically based on the email's language setting.

For the Apple Wallet button:

  1. Select the image element you are using for the Apple button
  2. In Image Source, select Dynamic
  3. Insert the personalized field named Apple image URL
  4. The correct localized Apple Wallet button image is served automatically

For the Google Wallet button:

  1. Select the image element you are using for the Google button
  2. In Image Source, select Dynamic
  3. Insert the personalized field named Google image URL
  4. The correct localized Google Wallet button image is served automatically

Step 2: Add the download link to a button

  1. Open your email in Design Studio
  2. Add a button or image element to your email
  3. Select each Wallet button element and go to Link
  4. In the link field, insert the personalized field named Create pass URL
  5. The link is automatically personalized per member at send time

Best practices

  • Include a card image alongside the button, showing the actual card makes the value tangible and increases download rates.
  • Place the button above the fold in dedicated card emails so members see it without scrolling.
  • Suppress the module for existing card holders, use Engage segmentation to only show the download button to members who have not yet downloaded their card. Engage tracks card installation status per member.

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