Import loyalty cards from membership emails

Integrating Google Wallet with your membership system helps you reach users more effectively and improve their experience. Google Wallet's integration with Gmail enables the automatic creation of digital passes for users who receive eligible email messages.

This documentation provides the necessary information that is needed to be included in your next email / CRM campaign to your users in order to auto-generate loyalty cards on Wallet.

Why Implement

Implementing this solution serves as a lightweight mechanism to digitize your loyalty cards on to Google Wallet. Information is automatically extracted from the email content, minimizing user friction and increasing adoption rates.

This solution is designed to work complementary to the existing Google Wallet API implementations by (1) instantly providing users with a usable digital pass generated from email campaigns you send and (2) serves as an entry point for further awareness and deeper engagement functionalities available through our comprehensive API integrations.

How It Works

When a user receives an email from your domain, such as a welcome message or monthly loyalty statement, Gmail can intelligently detect key fields in the email body and create a loyalty card in Google Wallet.

Required Fields (in plain text)

To enable automatic detection, include the following fields clearly in the email body:

  1. Merchant name (for example, "CoffeeShop")
  2. Membership ID (for example, "1234567890")

Optional Fields

You can also include these fields to enhance the user experience:

  1. Member name (for example, "John Doe")
  2. Loyalty points (for example, "1200 points")
  3. Program name (for example, "Gold Tier", "Premium Club")
  4. QR / Barcode image

Here is an example email (e.g. Monthly Statement from Loyalty Program)

Subject: Your Account Summary - CoffeeShop Rewards

Hi John,

Thanks for being a member of CoffeeShop Rewards. Here is your membership statement for the month of June 2025:

ACCOUNT SUMMARY

Member name: John Doe Membership ID: 1234567890 Loyalty points: 1,200 Program name: Premium Club

We're glad to have you with us. To view your full account statement, you may sign in to the CoffeeShop Rewards website.

Thanks,

The CoffeeShop Team

Here is the related loyalty card in Google Wallet

Gmail Loyalty Example

Onboard

1. Craft Your Email Campaign: Design and send your email campaigns to your user base, verifying that all necessary information for pass generation mentioned in the "How It Works" Section is clearly present within the email body.

2. Forward an actual sample email to our dedicated parser-sample+wallet_partner_loyalty@google.com

  • For any updates to the email templates, forward them to the same address so Gmail can detect the latest versions.
  • Make sure that the original sender is the actual sender of the email from your campaigns

3. Upon receipt of your sample email template, our team will review and configure the parsing logic. You can expect the feature to be successfully rolled out for your submitted email template within five (5) working days.

Note: We may reach out to you using the email you sent. Verify that the email you use to forward the sample with us can receive incoming messages.