Salesforce Marketing Cloud

Connect Salesforce Marketing Cloud to Apple Wallet and Google Wallet passes managed in The Wallet Crew.

Connect Salesforce Marketing Cloud with The Wallet Crew to distribute authenticated pass links from Email Studio, update pass data from Journey Builder, and send wallet notifications.

Salesforce Marketing Cloud remains the orchestration layer. The Wallet Crew resolves pass identifiers, signs wallet links, updates pass data, and delivers wallet notifications.

Real-world examples

• A loyalty email opens the right pass page for each contact.

• A reminder campaign targets contacts who still did not install the pass.

• A Journey Builder step refreshes a pass after a purchase.

• A separate Journey Builder step sends a wallet notification for a birthday or an expiring offer.

What this integration covers

This section focuses on three core Salesforce Marketing Cloud use cases.

• authenticated pass links in Email Studio

• pass updates in Journey Builder

• wallet notifications in Journey Builder

Pages in this section

• Setup: prepare signing keys, register the installed package, and validate the configuration.

• Send pass links in Email Studio: generate JWT-based links in AMPscript and use them in content blocks.

• Journey Builder push update: configure the custom activity used to update pass data with additionalData.

• Journey Builder notify: configure the custom activity used to send wallet notifications only.

How the integration works

1

Email Studio

Salesforce Marketing Cloud signs an authenticated link with AMPscript.

The Wallet Crew verifies the token and opens the right pass page for the contact.

2

Journey Builder

Journey Builder sends an activity payload to The Wallet Crew.

Use Push update to update pass data.

Use Notify to send a wallet notification without changing pass data.

Scope note

This section covers Salesforce Marketing Cloud as a marketing automation platform.

Transactional email delivery through Salesforce Marketing Cloud is documented separately in Salesforce Marketing Cloud email provider.

FAQ

Which Salesforce Marketing Cloud feature should be used first?

Start with Email Studio when the goal is to distribute a pass link in an email or SMS.

Use Journey Builder when the goal is to automate a pass update or a wallet notification after a customer event.

What is the difference between Push update and Notify?

Push update updates pass data with additionalData.

Notify sends a wallet notification only. It does not update pass data.

Is Salesforce Marketing Cloud required to distribute Wallet passes by email?

No. The Wallet Crew can distribute pass links through other channels and connectors.

Salesforce Marketing Cloud is useful when journeys, segmentation, and campaign orchestration already live there.

Who usually owns the setup?

Connector enablement, package creation, and signing keys are usually handled by IT or an implementation partner.

Campaigns, journey logic, and message content are usually handled by CRM or marketing operations.

Can the same contact receive both email and wallet notifications?

Yes.

Email Studio can distribute the pass link first, then Journey Builder can use wallet activities later once the pass exists and is installed.

Does this section also cover transactional email sending through Salesforce Marketing Cloud?

No.

This section covers Salesforce Marketing Cloud as a marketing automation and journey orchestration platform. Transactional sending through Salesforce Marketing Cloud is documented separately in Salesforce Marketing Cloud email provider.