Tip of the week 90 - Ways to leverage user-generated content in emails

Email marketing experts predict that 2022 will see a surge in user-generated content (UGC) in emails. What is UGC? It is simply unsponsored content—videos, posts, reviews, and testimonials—consumers create about a brand’s product or service.

To create engaging user-generated content, the first step is to strengthen the integration between email marketing strategies and social media content planning. Be they Instagram posts or reviews on your website, it can all be used in email marketing!

It helps brands understand their target audience better and improves brand credibility, and online visibility.

Here are a few ways to leverage user-generated content.

Make the most of reviews

One of the most popular ways brands leverage user-generated content in email is by featuring reviews they receive from across platforms. Publicizing reviews can be a great way to show your prospective customers the quality of your product and service. Most importantly, it adds more credibility to the brand.

There are several ways to include them in email campaigns. One is you could use images shared by your customers on social media (We highly recommend asking their permission before using their social media images in your email marketing campaigns.) Or you could create a collage of reviews and stars they have shared across platforms.

Help customers make decisions

Shopping cart abandonment is one of the biggest issues online retailers have to deal with. Brands use user-generated content for the final push, prompting customers to make that purchase.

Sending cart abandonment emails with reviews of the product the email recipient has left in the cart can appeal to their fear of missing out (FOMO) and convince them to go ahead and make the purchase.

Share your case studies

This is a little different from testimonials, which are meant to be short and crisp. A case study is a detailed explanation of how your service or product changed the game for your customers. For example, if you run a real estate agency, have your customer talk about their background, their demands and concerns, and how you helped them find your dream home. This content can be shared in your email newsletter and even across social media platforms.

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