Introduction
Creating and distributing digital passes for Apple Wallet and Google Wallet with PassKit can be a powerful way to engage your audience and drive business growth.
This article introduces the key concepts of pass enrollment and distribution, providing a foundation for planning your pass program. Understanding these concepts is crucial for a successful pass strategy.
Key Concepts
Enrollment Link
An enrollment link is the unique web address users visit to provide their information for your pass program. This information might be used to personalize passes, track user engagement, or for other marketing purposes. PassKit offers two primary ways to manage this process:
PassKit-Hosted Enrollment Forms: For simple programs, PassKit provides built-in tools to create data collection forms directly within the PassKit Portal. PassKit then generates a unique URL for this form – your PassKit-hosted enrollment link. Here's an example of a PassKit Enrollment link: https://pub1.pskt.io/t/u92prn. This option streamlines the setup process, as the form and data handling are managed directly within PassKit.
Custom Enrollment Forms: For more complex needs, you can create your own enrollment forms using your existing website, CRM, form builder, or other software. In this case, your website or software hosts the form, and its URL becomes your enrollment link. Here's an example of a custom enrollment form https://forms.gle/1j11TuLKGeHpjvAV8. This approach offers greater flexibility in design, functionality, and integration with your existing systems.
Regardless of the method, promoting your program effectively means driving traffic to your enrollment link and encouraging users to complete the process.
Pass URL (Pass Link)
The PassKit Pass URL is the specific link that allows a user to add a digital pass (like a coupon, event ticket, membership card, etc.) to their Apple Wallet or Google Wallet app. It's the final destination in the pass distribution process.
The process typically involves:
Enrollment (Optional): A user might first interact with an enrollment link to provide their information.
Pass Creation: Based on the enrollment data (or directly), a pass is created within PassKit. This pass has specific data associated with it (e.g., the coupon code, event details, name, phone number membership level etc..).
Pass URL Generation: PassKit generates a unique URL specifically for that specific pass record - the Pass URL.
Distribution: This Pass URL is then distributed to the user. This could be done via:
An email.
An SMS message.
A QR code that encodes the Pass URL.
A button on a website or in an app.
Adding to Wallet: When the user clicks or scans the Pass URL, their device recognizes it as a pass link and prompts them to add it to their Apple Wallet or Google Wallet.
Key Characteristics of a PassKit Pass URL:
Unique: Each pass has its own unique URL.
Intelligent Device Detection: PassKit's system intelligently detects the user's device when they access the pass URL.
Dynamic Pass Presentation: Based on the detected device, PassKit dynamically presents the appropriate pass format:
iOS (iPhone/iPad): The user is presented with an Apple Wallet pass, ready to be added to their Wallet app.
Android: The user is presented with a Google Wallet pass, ready to be added to their Google Wallet app.
Desktop/Other Devices: If the user accesses the Pass URL from a desktop browser, PassKit typically displays a QR code that can be scanned with a smartphone to add the pass, or a button to add the pass via their iCloud or Google Account. This provides a way for users on any device to still access the pass.
PassKit's Domain: The URL will contain a reference to PassKit's domain or infrastructure, indicating that it's a PassKit-generated link.
If you are using the European Server the Pass URL will be of the format https://pub1.pskt.io/{pid}.
If you are using the US server the Pass URL will be of the format https://pub2.pskt.io/{pid}.
{pid} refers to the unique Pass ID, which is a 22 character randomly generated string of alphanumeric characters.
Welcome Email
PassKit's optional Welcome Email feature simplifies the process of distributing digital passes via email. If an email address is collected during enrollment, PassKit can automatically send a Welcome Email with a prominent 'Add to Wallet' button. This button seamlessly encodes the user's unique pass URL, making it simple for them to add the pass to their Apple Wallet or Google Wallet with just a tap.
Data Collection
Data Collection (or pass enrollment) is the process of collecting user data before issuing a pass. This step is often necessary when personalization, targeted marketing, or user consent is required. Think of it as the "sign-up" phase. When planning your enrollment strategy, ask yourself:
What data do I need to collect
Consider what information is essential for personalization (name, email, membership number) or for your marketing goals (preferences, interests). Balance the need for data with the user experience – avoid asking for too much information upfront.
How will I collect this data
Will you use landing pages, email signup forms, SMS opt-ins, or in-app forms? Choose the methods that best suit your target audience and the type of pass you're offering.
What is the user experience
Make the enrollment process smooth and intuitive. A clear and concise form, a compelling call to action, and a mobile-friendly design are essential.
How will I manage and protect user data
Data privacy is paramount. Ensure you comply with relevant regulations (GDPR, CCPA) and have secure data storage practices.
How will I use the collected data
Define how you'll use the data for personalization, targeted marketing, or analytics. This will inform what information you need to collect.
Pass Distribution
Pass distribution is the actual delivery of the pass to the user's digital wallet.
How will users receive their passes
Will you use direct links, QR codes, email, SMS, or in-app distribution? Each method has its pros and cons, and the best choice depends on your target audience and the context of the pass.
What is the user journey
Make it easy and seamless for users to add the pass to their wallet. A clear call to action and simple instructions are crucial.
How will I track pass installations
Monitoring pass adoption rates helps you measure the success of your program and optimize your distribution strategy.
How will I handle potential issues
Have a plan for troubleshooting common problems, such as users having trouble adding the pass or needing support.
Bridging the Gap
The key to a successful pass program is seamlessly connecting enrollment and distribution.
Automating pass delivery
Once a user enrolls, automate the delivery of their personalized pass via their preferred method (email, SMS).
Personalizing the pass
Use the collected data to customize the pass with the user's name, membership details, or other relevant information.
Tracking user engagement
Monitor how users interact with their passes (e.g., using coupons, attending events) to measure the effectiveness of your program.
This introductory article has highlighted the key considerations for planning your pass program. You can now delve into each of these areas in more detail, providing practical guidance and step-by-step instructions for implementing your pass strategy with PassKit.