Getting Started with Klaviyo

What You Can Do

With PassNinja + Klaviyo, you can:

• Automate pass delivery — Send wallet passes in welcome flows, post-purchase emails, and SMS campaigns
• Track engagement — See when customers install, use, or remove their passes
• Segment customers — Build segments based on pass ownership and activity
• Personalize messaging — Include dynamic pass download links in your emails and SMS

Prerequisites

Before you start, make sure you have:

Step 1: Create a PassNinja Account

If you don't already have a PassNinja account:

1. Go to passninja.com and click Sign Up
2. Complete the registration process
3. Create a pass template for Apple Wallet, Google Wallet, or both

Helpful links:

• PassNinja Sign Up
• PassNinja Documentation

Step 2: Connect PassNinja to Klaviyo

Link your accounts using OAuth for secure communication between platforms.

1. In PassNinja, go to Integrations → Klaviyo
2. Click Connect
3. Log in to Klaviyo and authorize access
4. Select which pass templates to sync
5. Click Save

Once connected, PassNinja will automatically sync pass events and customer data to Klaviyo.

For detailed instructions, see: How to Integrate Klaviyo with PassNinja

Step 3: Understand What Syncs to Klaviyo

Events

PassNinja automatically sends these events to Klaviyo:

Profile Identity

Each pass creates a Klaviyo profile keyed by the pass serial number (external_id). If the pass includes an email or phone number, those are also set on the profile so the customer appears in Klaviyo's profile list with recognizable contact details.

WalletPass Application Object

In addition to the profile, PassNinja writes a WalletPass record to Klaviyo's Custom Objects for every lifecycle event. This record is the authoritative source of pass state and is linked to the profile via external_id.

Step 4: Add Pass Links to Your Emails

Include wallet pass download links in your Klaviyo emails and SMS messages. The pass serial is stored as external_id on the Klaviyo profile, so use {{ person.external_id }} to build the pass URL.

Email Template Example

<a href="https://passninja.com/p/{{ person.external_id }}"
   style="background: #000; color: #fff; padding: 12px 24px; text-decoration: none; border-radius: 8px;">
   Add to Wallet
</a>

SMS Example

Your loyalty card is ready! Add it to your wallet: https://passninja.com/p/{{ person.external_id }}

Best Practices for Pass Links

• Place prominently — Don't bury the download link at the bottom
• Use clear CTAs — "Add to Wallet" or "Get Your Pass" works better than "Click here"
• Send at high-intent moments — Post-purchase, welcome series, after sign-up

Best Practices

Pass Distribution

Pass Content

• Keep it minimal — 3-4 visible fields maximum
• Show value — Points balance, tier status, or available rewards
• Update regularly — Passes that change stay top-of-mind
• Include a barcode — Makes in-store use easy
• Add contact info to the back — Include the customer's phone number and/or email on the back of the pass unless they already appear on the front. This ensures Klaviyo can reliably match pass events to customer profiles

Measurement

Track these metrics to measure success:

Troubleshooting

Events not appearing in Klaviyo

1. Check connection — Go to PassNinja → Integrations → Klaviyo and verify status
2. Check pass has email or phone — Include at least one contact field on the pass so the profile is recognizable in Klaviyo
3. Wait a few minutes — Events sync in near real-time but may have a slight delay

Pass link not working in email

1. Check external_id is set — Preview the email and confirm {{ person.external_id }} resolves to a serial number
2. Check URL format — Should be https://passninja.com/p/{{ person.external_id }}

Support

Questions? We're here to help.

• Email: support@passninja.com
• Documentation: passninja.com/documentation
• Tutorials: passninja.com/tutorials