Emails pile up. App downloads stall. Ads get skipped.

If you want real engagement, you need to meet customers where they're already paying attention: their lock screens.

That’s where mobile wallet campaigns come in. With digital passes that live in Apple Wallet or Google Wallet, brands can deliver timely offers, loyalty rewards, and event updates straight to a customer’s home screen without relying on new apps or crowded inboxes.

Badge gives you the tools to create mobile wallet campaigns that drive real impact. You can launch passes that update in real time, trigger notifications based on behavior, and connect directly to your customer journey.

Below, you'll find five proven strategies used by Badge customers to build mobile wallet marketing campaigns that get noticed and deliver results.

1. Use Mobile Wallet Personalization to Drive Relevance

Customers expect relevance every time they check their phones. Badge passes combine rich first-party data with real-time context to deliver mobile wallet personalization that feels timely, not intrusive.

How Badge users personalize beyond “Hi <first-name>”:

• Behavioral micro-segments. Retailers feed purchase and loyalty data into Badge’s audience tools, building smart segments like “lapsed VIPs” or “first-time curbside buyers.”

• Dynamic pass fields. Variables like tier status, points balance, and unique QR codes can update without reissuing the pass. Carrefour used this to drive a 24% lift in average order value among new loyalty members.

• Location-based offers. Geo rules surface store-specific promos when customers are nearby, driving measurable foot traffic and engagement.

Pro tip: Mobile wallet personalization isn’t just about the message. It’s about matching the right content to the right moment. Consider where the customer is, what they care about, and when they’re most likely to act.

2. Trigger Mobile Wallet Notifications at the Right Moment

Relevance fades fast when messages arrive too early or too late. Badge enables you to trigger notifications the moment a condition is met, making mobile wallet updates smarter and more actionable.

Timing strategies from high-performing mobile wallet campaigns:

• Geo-triggers. A coffee chain sets a five-minute dwell time around each store. “Skip the line—order ahead” pushes out at the right moment and converts 3.4× better than static messages.

• Event reminders. Jampack issued 60,000 wallet passes for festival bundles, scheduling reminders 24 hours and 60 minutes before event start time. This led to a 97% “pass ready” rate at entry.

• Sunset rules. Badge automatically retires or replaces expired passes, keeping wallets tidy and the brand experience credible.

Pro tip: The best mobile wallet campaigns typically include three core touchpoints:

1. At discovery

2. When the customer is nearby

3. After purchase to encourage loyalty or upsell

3. Keep Dynamic Wallet Passes Updated and Actionable

A Badge wallet pass isn’t static. It’s a live, evolving asset. That’s what makes dynamic mobile wallet passes so powerful compared to traditional formats like email or apps.

Ideas to keep your content fresh:

• Weekly mobile wallet offers. Update visuals or headlines regularly to keep passes top-of-mind and relevant.

• Lifecycle design. Refresh pass styling as users reach new loyalty tiers or hit engagement milestones.

• Real-time urgency. Use inventory data to change messaging dynamically: “Selling fast,” “Almost gone,” or “Offer ends today.”

Pro tip: Use Badge’s userPassUpsert API to update passes in real time without reissuing or asking users to reinstall. Keeping the pass live and seamless helps maintain momentum and reduces drop-off.

4. Design Mobile Wallet Passes for Instant Recognition

Mobile wallet passes live on the lock screen. That means every pixel counts. The best mobile wallet marketing strategies keep the design clean, focused, and instantly recognizable.

Design best practices from high-performing passes:

• Lead with value. Whether it’s a discount, status, or access info, make sure the key benefit is front and center.

• Brand subtly and clearly. Use your logo, colors, and a headline, but avoid clutter.

• Design for speed. Your pass should pass the “two-second scan” test. If a user can’t tell what it’s for at a glance, simplify the layout.

Pro tip: Brands that test variations in headline length and image placement directly in Badge have seen big engagement lifts. One test saw swipe-to-open rates double just by tightening the headline.

5. Integrate Mobile Wallet Campaigns into the Full Customer Journey

A wallet pass shouldn’t be a one-off asset. The real power of mobile wallet campaigns comes when the pass becomes part of a connected customer journey.

How leading brands extend wallet engagement across channels:

• Omnichannel distribution. Add “Save to Wallet” buttons at every high-intent moment such as post-checkout pages, SMS, email receipts, and paid social. The more convenient the prompt, the higher the install rate.

• Journey-driven automations. A new pass install can trigger CRM workflows like welcome sequences, loyalty tier upgrades, or upsell campaigns. Badge tracks every pass install, open, update, and deletion so you can connect wallet activity back to business outcomes.

Pro tip: If you’re seeing lots of installs but low follow-through, don’t blame the channel. Check when and where you’re prompting users to save the pass, and make sure it fits naturally into the journey. Revisit your mobile wallet strategy to identify and close any gaps.

Ready to Launch a Mobile Wallet Campaign With Badge?

Mobile wallet marketing isn’t a someday strategy. It’s already helping brands drive higher engagement, stronger loyalty, and more personalized campaigns that perform.

With Badge, you can launch mobile wallet campaigns that:

• Update dynamically

• Trigger real-time notifications

• Connect seamlessly with your CRM and lifecycle flows

Talk to our team to see how leading brands are putting these best practices into action. You can also dive deeper in our full guide on Campaigns Best Practices.

Badge Frequently Asked Questions (FAQs)

What is a mobile wallet campaign?

A mobile wallet campaign is a marketing strategy that uses digital passes, such as offers, loyalty cards, or event tickets, delivered directly to a customer’s Apple Wallet or Google Wallet. These campaigns give brands a direct line to customers’ lock screens, allowing for real-time updates, notifications, and seamless engagement without relying on traditional channels like email or app installs.

How can brands personalize mobile wallet campaigns?

Brands personalize mobile wallet campaigns by leveraging first-party data and real-time context. With Badge, marketers can build behavioral segments, update dynamic pass fields (like tier status, points, and QR codes), and deliver location-based offers. This ensures each mobile wallet pass is relevant and timely for every customer.

What are mobile wallet notifications and why do they matter?

Mobile wallet notifications are push messages delivered straight to a user’s lock screen via their saved digital pass. They matter because they can be triggered at exactly the right moment, such as when a customer is near a store or ahead of an event, making the message timely and actionable. Badge enables geo-triggers, event reminders, and automated pass updates that drive higher conversion and engagement rates.

How do you keep mobile wallet passes updated and actionable?

The best mobile wallet campaigns use dynamic passes that evolve over time. With Badge, marketers can update offers, visuals, and messaging in real time, without requiring users to reinstall or replace their pass. This keeps content fresh and increases the likelihood of redemption or engagement throughout the customer journey.

What design best practices increase mobile wallet pass engagement?

To maximize engagement, design your mobile wallet pass for instant recognition. Lead with the primary value (discount, status, or event details), use clear branding, and keep the layout simple enough for a two-second scan. Brands that test and optimize headline length, image placement, and clear calls to action often see higher open and swipe rates.

How do mobile wallet campaigns fit into the overall customer journey?

Mobile wallet campaigns work best as part of a connected customer journey. Integrate “Save to Wallet” prompts at high-intent moments across channels like checkout pages, emails, SMS, and paid ads. Connect wallet activity with your CRM and marketing automation tools to trigger personalized workflows, such as welcome emails, loyalty upgrades, or targeted upsells, based on real user behavior.

Can I automate and scale my mobile wallet campaigns with Badge?

Yes, Badge is built for scalable, automated mobile wallet marketing. You can set up triggers, schedule notifications, update passes via API, and connect wallet data to your CRM or customer data platform. This allows brands to run personalized, real-time campaigns at scale with minimal manual effort.