Mailchimp Integration Guide

Overview #

Looking to send Apple Wallet or Google Wallet passes in your Mailchimp emails? With Litecard, you can embed “Add to Wallet” buttons and QR codes into Mailchimp templates – helping you send mobile coupons, membership cards, or loyalty passes that can be scanned in-store or online.

This guide explains how to:

• Generate wallet download links with Litecard
  
• Store those links as Mailchimp custom merge tags
  
• Populate them via CSV upload or API automation
  
• Trigger wallet pass emails and reminders
  
• Track wallet events like downloads or deletions
  
• Run sales, loyalty, or welcome campaigns using mobile-first wallet engagement
  

This is ideal for e-commerce brands, FMCG, retail, and hospitality companies using Mailchimp for marketing and Litecard for wallet-based engagement.

Why Use Apple & Google Wallet in Mailchimp?

• Embed Add to Apple Wallet and Add to Google Wallet buttons in emails
  
• Deliver coupons, loyalty cards, and VIP access with high open rates
  
• Track downloads, redemptions, and re-engage with non-downloaders
  
• No apps needed – just the default wallet on the customer’s device
  
• Works across Shopify, Square, Stripe, or any CRM
  

Step 1: Create a Wallet Pass Template in Litecard

Use Litecard’s dashboard to design a wallet pass:

You can create:

• Membership cards
  
• Coupons with expiry
  
• Loyalty passes showing points or tier
  
• Multi-use digital passes with scannable codes
  

Litecard generates the following dynamic assets:

• Apple Wallet pass link
  
• Google Wallet pass link
  
• Universal download link
  
• QR code image URL
  

These are returned via API when the pass is created and can be stored in Mailchimp merge fields.

Step 2: Store Wallet Download Links as Mailchimp Merge Tags

You can store wallet download links in Mailchimp profiles using merge fields (Mailchimp’s equivalent of custom properties). You can populate these in two ways:

Option A: CSV Upload #

Export a CSV with columns like:

• EMAIL
  
• WALLET_LINK
  
• QR_CODE_URL
  
• APPLE_WALLET_LINK
  
• GOOGLE_WALLET_LINK
  

Upload into your Mailchimp audience under Audience > Import Contacts.

Option B: API Automation (Recommended) #

Whenever a customer signs up or makes a purchase, use the Litecard API to create a wallet pass and retrieve the links:

POST https://bff-api.enterprise.litecard.io/api/v1/card

{

  “templateId”: “your-template-id”,

  “cardPayload”: {

    “email”: “jane@example.com”,

    “firstName”: “Jane”,

    “couponCode”: “WELCOME10”

  }

}

Litecard will respond with:

• downloadLink
  
• applePassLink
  
• googlePassLink
  
• qrCodeUrl
  

Then use Mailchimp’s API to update merge fields for the contact:

PUT https://usX.api.mailchimp.com/3.0/lists/{list_id}/members/{subscriber_hash}

{

  “merge_fields”: {

    “WALLET”: “https://litecard.io/pass/xyz123”,

    “QRURL”: “https://litecard.io/qr/xyz123.png”

  }

}

You can use Litecard with both manual upload of existing customers and also using automation flows with different customer or campaign journeys in Mailchimp, Klaviyo or any other email service provider.

Step 3: Add “Add to Wallet” Buttons in Mailchimp Email Templates

To embed wallet links into Mailchimp email templates:

1. Use a Button block
   
2. Set the button URL to your merge tag, e.g. *|WALLET|*
   
3. Optional: Add a dynamic QR code using an Image block
   
   • Image URL: *|QRURL|*
     

You can customise the call to action with:

• Add to Wallet
  
• Claim Offer
  
• Save to Phone
  
• Unlock Loyalty Pass
  

You can also show Apple vs Google Wallet buttons conditionally by device (advanced).

Step 4: Trigger Wallet Emails in Automations or Campaigns

You can use wallet download links in:

• Welcome series emails
  
• Winback or lapsed customer flows
  
• Coupon or promotional campaigns
  
• Loyalty upgrade announcements
  
• Birthday or reward-based automations
  

Example email use case:

• “Thanks for joining. Tap below to add your VIP pass.”
  
• “Save 20% off this week – add to wallet before Sunday”
  
• “You’ve earned Gold Tier – download your new card”
  

Wallet passes are more likely to be kept and scanned, increasing retention and redemption.

Step 5: Track Wallet Downloads or Deletion and Re-Engage

Litecard supports webhooks that notify your system when a wallet pass is:

• Created (CARD_CREATE)
  
• Downloaded (CARD_DOWNLOAD)
  
• Removed from wallet (CARD_REMOVE)
  
• Updated (e.g. new points balance)
  

You can use these events to:

• Trigger Mailchimp tags or API calls
  
• Send reminder emails to non-downloaders
  
• Reissue a pass if it’s deleted
  

You may route these through a backend or Zapier-style automation to update Mailchimp contact tags or re-enter automations.

Webhook event format example:

{

  “event”: “CARD_DOWNLOAD”,

  “timestamp”: “2025-11-02T14:00:00Z”,

  “data”: {

    “email”: “jane@example.com”

  }

}

Use Cases for Mailchimp + Litecard

• Loyalty Signups: Add a wallet card after joining
• Coupon Campaigns: Deliver time-limited offers in wallet format
• Retail Promotions: Track redemption in-store via wallet scan
• VIP Programs: Create tiered wallet passes and update them with rewards
• Reactivation Campaigns: Remind customers with push notifications via wallet

Need Help Setting It Up?

Litecard can assist with:

• Wallet pass design for loyalty or coupon campaigns
  
• Mailchimp merge field mapping
  
• API and webhook setup
  
• Multi-email automation sequences
  
• Real-time wallet updates and notifications
  

Contact: hello@litecard.com.au
Docs: litecard.com.au/docs