🏷️ Digital pass tier update notifications are unlocked on
the Loyalty Accelerate plan.
For Apple Wallet and Google Wallet
👾 This feature is currently in Closed Beta 👾
If you'd like to join the beta, please contact our support team.
Put loyalty into customers’ day-to-day with digital pass notifications, triggered when members change VIP tier. Notifications are sent to members with your digital loyalty pass added to their phone wallet when their tier status updates.
These messages can help:
Increase loyalty program engagement. Members move VIP tiers without realizing it, leading to unused rewards and missed opportunities to build ongoing value and connection.
Turn attention into action. Messages get buried in crowded inboxes. Surface tier progress to increase awareness and action.
Before you get started
To use digital pass notifications, you must:
Enable the Customer Portal.
Allow customers to add a Digital Pass.
📝 Note: Digital passes are automatically available when the Customer Portal is published.
To confirm digital passes are enabled:
Open Content
Select Digital membership Card
Turn the Use digital membership card toggle ON
To customize your digital pass:
Customize your digital pass
Click Save changes
How do I turn on tier update notifications?
Follow these required steps to send tier update notifications for your digital loyalty passes.
1. Go to Loyalty > Digital pass notifications
2. Toggle ON tier update notifications
Your digital pass tier update notifications are now active.
How do I customize push notification messaging?
You can edit the message customers receive when their VIP tier changes.
⚠️ Important: Digital pass notifications must be transactional, and tier update notifications must relate to VIP tier changes only.
Marsello reviews all notification messages. Messages that do not follow the rules will be disabled. Make sure your message follows these guidelines.
✅ Allowed examples
Hi {{first_name}}, your VIP tier is now {{vip_tier}}.
{{first_name}}, your VIP status just changed. Your new tier is {{vip_tier}}.
🚫 Not allowed
Discounts
Sales announcements
Product promotions
Examples to avoid
“20% off this weekend — shop now!”
“Come back and earn double points today!”
“Don’t miss our new arrivals.”
Only send notifications related to a customer’s VIP tier change.
Edit your notification
1. Click Edit notification.
2. Enter a tier update notification message.
Tier updates include moving up and down tiers. Make sure your message works for any type of tier change.
Messages can be up to 100 characters.
Messages should only contain text. Links are not supported, since tapping the notification takes users directly to their digital pass.
💡Tip: You can customize your push notification by adding merge tags and emoji characters.
Customize your tier update notification by adding merge tags
Upon entering the details of your notification message, you may choose to add a merge tag to auto-include information such as the customer's first name, last name, points balance, points label, VIP tier and/or loyalty program name. To include this information, select the merge tag drop-down menu.
Customize your tier update notification by adding emoji characters
Customize your notification message further by including emojis. To open the emoji keyboard select the happy face icon.
📝 Note:
Emoji characters normally take up more character space than 1 normal character.
3. Click Save. Marsello Support will review your message for compliance.
Your customers will now receive the message to their lock screen when their VIP tier changes.
Your customers’ experience
Once push notifications are turned on, members will see updates directly on their lock screen through their digital pass when their VIP tier changes.
Tapping a notification takes customers to their loyalty pass in their digital wallet.
How will tier update notifications appear to my customers?
Notifications use your digital pass branding, which can be customized in Customer Experience > Digital Pass.
Who will receive tier update notifications?
Notifications are sent through Apple Wallet or Google Wallet. When a member adds your digital loyalty pass to their Digital Wallet, this is considered member-initiated opt-in.
For a customer to receive a tier update notification:
✅Member has your digital loyalty pass added to their digital wallet.
✅Member allows digital wallet notifications, which can be managed at any time in their digital wallet settings.
✅Member's VIP tier updates.