Building Trust Through User-Generated Content in Emails

Your customers crave authenticity. Traditional marketing messages often fall flat at a time,  where transparency and trust rule the day. One of the most powerful tools in building this trust is user-generated content (UGC). By integrating UGC into your email marketing, you can create authentic, relatable, and engaging content that resonates with your audience. But how exactly can brands leverage UGC in their emails to build trust and drive engagement

Why Would it Matter in Email Marketing?

User-generated content refers to any form of content created by customers or users of a brand. It includes reviews, photos, videos, testimonials, and social media posts. The appeal of UGC lies in its authenticity - people trust other customers far more than they trust branded content. In fact, a study found that 79% of consumers say that UGC highly influences their purchasing decisions. So why not harness this power for your email campaigns?

Emails with UGC are a breath of fresh air amidst the flood of branded messages that fill inboxes. They’re more than just pretty pictures; they’re a digital word-of-mouth recommendation. When potential buyers see real people using and loving your products, they’re far more likely to engage.

Why Using UGC in Email Campaigns is the Way?

1. Enhancing Visual Appeal The days of flat, overly polished product shots are fading. Consumers are drawn to real, unfiltered visuals, and UGC delivers just that. A well-timed customer photo of your product in action can do more to inspire engagement than the most carefully designed advert. Research shows that emails featuring UGC enjoy a 73% higher click-through rate than those without.
2. Building Trust Trust is the foundation of customer relationships, and UGC is a trust-building powerhouse. According to a study, 88% of consumers trust user reviews as much as personal recommendations. Including these testimonials in your email campaigns reassures new customers that others have had positive experiences with your brand, making them more confident in their purchase decisions.

Types of UGC to Include in Email Campaigns

Not all UGC is created equal, and different types will suit different brands and campaigns. Here are some of the best options to include in your emails:

• Customer Reviews and Testimonials Reviews are one of the most trusted forms of UGC. In fact, 88% of consumers trust online reviews as much as they do personal recommendations. Use these testimonials in your emails to provide social proof, especially in key moments like post-purchase or abandoned cart reminders.

• Photos and Videos Visual UGC, such as photos and videos, can bring your products to life. Encourage customers to share their own content via social media or email. Featuring customer-generated photos in your emails humanises your brand and makes your products more relatable.
• Hashtag Campaigns Social media and email are a powerful duo. By encouraging customers to use branded hashtags on platforms like Instagram, you can easily source content to include in your email campaigns. Not only does this strategy create an ongoing stream of UGC, but it also helps promote your brand across multiple channels.

How to get UGC for your Emails?

Integrating UGC into email campaigns doesn’t have to be complex. Here are some practical ways to source and use UGC effectively:

1. Social Media Integration Encourage your customers to share their experiences with your brand on social media. By creating a branded hashtag, you can make it easy to find and feature this content in your email marketing. Including UGC from social platforms also allows you to connect your email strategy with your broader social media efforts.
2. Email Campaigns Requesting Content Why not ask your customers directly for content? Many brands run email campaigns asking their customers to submit photos, reviews, or stories about how they use their products. These emails not only drive engagement but also provide a treasure trove of content for future campaigns.
3. Use Customer Reviews from Your Website Another easy way to integrate UGC is by pulling reviews from your website or e-commerce platform. Highlighting these reviews in your email campaigns can reassure potential buyers and encourage them to make a purchase.

UGC doesn’t just make your emails look better - it drives real, measurable results. Emails that incorporate UGC consistently outperform traditional marketing emails, seeing up to a 73% increase in click-through rates and a 29% boost in conversion rates. And when it comes to high-intent emails, like abandoned cart reminders, UGC can be particularly effective. By showcasing how other customers have enjoyed your products, you can help hesitant buyers over the finish line.