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Email Integration Guide

Copy, paste, send. Getting your event pass links into attendee emails takes about 5 minutes—once you know the right merge field syntax for your platform. This guide gives you copy-ready templates for the 9 most common marketing automation platforms.

Every attendee gets a personalized URL that displays their event pass with a scannable QR code. The structure is simple:

https://pass.eventkarma.ai/pass/{CampaignId}?e={EMAIL}
PartWhat It IsExample
{CampaignId}Your Salesforce Campaign ID701AB00000XYZ123
{EMAIL}Email merge field (platform-specific){{Email Address}} for Marketo

You replace {CampaignId} with your actual Campaign ID, and {EMAIL} with your platform's email token. The token gets dynamically replaced with each recipient's email when the email sends.

Quick Reference: All Platforms​

PlatformEmail TokenFull Link Example
Marketo{{Email Address}}https://pass.eventkarma.ai/pass/701XX...?e={{Email Address}}
HubSpot{{contact.email}}https://pass.eventkarma.ai/pass/701XX...?e={{contact.email}}
Pardot{{Recipient.Email}}https://pass.eventkarma.ai/pass/701XX...?e={{Recipient.Email}}
SFMC%%emailaddr%%https://pass.eventkarma.ai/pass/701XX...?e=%%emailaddr%%
Mailchimp`*EMAIL
Klaviyo{{ email }}https://pass.eventkarma.ai/pass/701XX...?e={{ email }}
SendGrid{{{email}}}https://pass.eventkarma.ai/pass/701XX...?e={{{email}}}
ActiveCampaign%EMAIL%https://pass.eventkarma.ai/pass/701XX...?e=%EMAIL%
Eloqua<span class="eloquaemail">emailaddress</span>(see Eloqua section below)

Marketo​

Marketo uses double curly braces with the field name.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e={{Email Address}}

QR Code in Email (Optional)​

Want to embed the QR code directly in the email? Use this HTML:

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D{{Email Address}}"
     alt="Your Event Pass QR Code"
     width="200" height="200"
     style="display: block; margin: 0 auto;" />
Why Both Link AND QR Code?

Some attendees will open the email on their laptop and need to scan the QR code from their phone. Others will open on mobile and just tap the link. Including both covers your bases.

HubSpot​

HubSpot uses double curly braces with object.property syntax.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e={{contact.email}}

QR Code in Email​

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D{{ contact.email }}"
     alt="Your Event Pass QR Code"
     width="200" height="200" />

Salesforce Marketing Cloud (SFMC)​

SFMC uses double percent signs.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e=%%emailaddr%%

QR Code in Email​

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D%%emailaddr%%"
     alt="Your Event Pass QR Code"
     width="200" height="200" />

Pardot​

Pardot uses double curly braces with Recipient.Email.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e={{Recipient.Email}}

QR Code in Email​

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D{{Recipient.Email}}"
     alt="Your Event Pass QR Code"
     width="200" height="200" />

Mailchimp​

Mailchimp uses asterisk-pipe syntax.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e=*|EMAIL|*

QR Code in Email​

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D*|EMAIL|*"
     alt="Your Event Pass QR Code"
     width="200" height="200" />

Klaviyo​

Klaviyo uses double curly braces with a space.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e={{ email }}

QR Code in Email​

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D{{ email }}"
     alt="Your Event Pass QR Code"
     width="200" height="200" />

SendGrid​

SendGrid uses triple curly braces for unescaped output.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e={{{email}}}

QR Code in Email​

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D{{{email}}}"
     alt="Your Event Pass QR Code"
     width="200" height="200" />

ActiveCampaign​

ActiveCampaign uses percent signs.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e=%EMAIL%

QR Code in Email​

<img src="https://api.qrserver.com/v1/create-qr-code/?size=200x200&data=https%3A%2F%2Fpass.eventkarma.ai%2Fpass%2F701XXXXXXXXXXXX%3Fe%3D%25EMAIL%25"
     alt="Your Event Pass QR Code"
     width="200" height="200" />

Note: In the QR code URL, we encode % as %25 so the URL parses correctly.

Eloqua​

Eloqua uses HTML span tags for dynamic content.

https://pass.eventkarma.ai/pass/701XXXXXXXXXXXX?e=<span class="eloquaemail">emailaddress</span>

QR Code in Email​

Due to Eloqua's syntax, embedding a dynamic QR code is tricky. We recommend using just the pass link and letting attendees see the QR code on the pass page itself.

Email Best Practices​

When to Send​

EmailTimingPurpose
ConfirmationImmediately after registration"You're registered! Here's your pass."
Reminder1 day before"Your event is tomorrow. Don't forget your pass!"
Morning ofDay of event"See you today! Here's your pass one more time."
Pro Tip: Send the Pass Link Multiple Times

Attendees lose emails. Include the pass link in every event-related email—confirmation, reminder, day-of, even the "thanks for attending" follow-up in case they need to reference it.

Subject Line Ideas​

Confirmation:

  • "You're registered! Here's your event pass"
  • "[Event Name] - Your check-in pass"
  • "Your pass for [Event Name] on [Date]"

Reminder:

  • "Don't forget your pass for [Event Name] tomorrow!"
  • "Your [Event Name] pass - save this email"
  • "[Event Name] is tomorrow - here's your QR code"

Morning of:

  • "See you today! Your [Event Name] pass"
  • "Your pass for [Event Name] - happening now!"

Email Body Template​

Here's a simple template that works for most platforms:

Hi {{First Name}},

You're registered for [Event Name] on [Date] at [Location]!

**Your Event Pass**
Click the button below to view your personal check-in pass with QR code:

[View My Pass] ← Link to pass URL

**What to do at the event:**
1. Open your pass on your phone (or print it)
2. Show the QR code at check-in
3. That's it - you're in!

Can't find this email later? Just search your inbox for "event pass" or "[Event Name]".

See you there!
[Your Team]

Design Tips​

  1. Make the button obvious — "View My Pass" or "Get Your Pass" in a bright color
  2. Include event details — Date, time, location right in the email
  3. Add the QR code if possible — Some attendees prefer to screenshot vs. click through
  4. Mobile-friendly — Most people open on phones, so test on mobile
  5. Plain text backup — Include the full URL as text for email clients that strip images

Testing Your Setup​

Before sending to your full list:

1. Send a Test Email​

Send to yourself (or a test address in your list).

Verify it opens and shows:

  • Your name
  • Your email
  • A scannable QR code
  • The correct event name

3. Scan the QR Code​

Use the Scanner app to scan your test pass. Confirm:

  • It registers a check-in
  • Your name appears on the success screen

4. Check the Merge Fields​

If you see literal {{Email Address}} in the URL instead of your actual email, your merge field syntax is wrong. Double-check the token for your platform.

Troubleshooting​

Cause: The Campaign ID in your URL is wrong. Fix: Verify the Campaign ID matches your Salesforce Campaign (starts with 701).

Cause: The email isn't registered for this Campaign. Fix: Make sure the recipient is a Campaign Member in Salesforce.

QR code image doesn't load​

Cause: Email client blocked external images. Fix: Include the pass link as a button so attendees can still access their pass.

Merge field shows raw text​

Cause: Syntax doesn't match your platform. Fix: Double-check the token syntax in the Quick Reference table above.

Pass loads but shows wrong person​

Cause: URL encoding issue or wrong merge field. Fix: Verify the email merge field is URL-safe. Some platforms need encoding.

Questions?​

If your platform isn't listed or you're having trouble with merge fields, email support@datakarma.ai with:

  • Your email platform name
  • The merge field syntax you tried
  • What error you're seeing

We'll get you sorted out!