Businesses continue to find email marketing as an effective method in engaging customers and encouraging conversions. Yet, due to the growing number of emails being sent to customers’ inboxes daily, it has become difficult for companies to make their emails noticeable and capture the interest of their subscribers. One solution to this challenge is incorporating user-generated content (UGC) into email marketing campaigns. UGC is any content created by users, such as reviews, social media posts, images, and videos, and it can be a powerful tool to improve email performance.
In this paper, we will explore the benefits of using UGC in email marketing campaigns and discuss how businesses can effectively incorporate UGC into their emails to improve engagement, build trust, and increase conversions.
Benefits of Using UGC in Email Marketing
1. Builds Trust and Credibility
UGC is a powerful tool for building trust and credibility with subscribers. According to a survey by BrightLocal, 91% of consumers trust online reviews as much as personal recommendations, and 84% of consumers trust recommendations from people they don’t even know. By incorporating UGC into their emails, businesses can leverage this trust and build credibility with their subscribers.
For example, a business can include customer reviews or ratings in their emails to show potential customers what other people are saying about their products or services. This can help build trust and credibility and make it more likely that subscribers will make a purchase.
2. Increases Engagement
UGC can also help increase engagement with emails. When subscribers see content that is relevant and interesting to them, they are more likely to engage with the email. UGC provides a sense of community and social proof, making it more likely that subscribers will engage with the content.
For example, a business can include user-generated images or videos in their emails to show how other customers are using their products. This can help subscribers visualize themselves using the product and increase the likelihood of engagement.
3. Drives Conversions
In terms of driving conversions, UGC (User-Generated Content) can be a valuable tool, as it offers social proof and enhances the perceived value of products or services. A report by Nielsen indicates that a significant majority of consumers (92%) rely more on recommendations from acquaintances than on any other type of advertising. By integrating UGC into their email marketing campaigns, businesses can tap into this trust and increase the allure of their offerings to potential customers.
For example, a business can include user-generated reviews or ratings in their emails alongside product images and descriptions. This can help potential customers see the value of the product and make a purchase decision.
How to Incorporate UGC into Emails
1. Ask for Permission
Before using any UGC in emails, it is essential to obtain permission from the creator. This can be done by reaching out to the creator and asking for their permission to use their content in emails. Businesses can also create a policy for using UGC and include it in their terms of service.
2. Use Relevant UGC
When selecting UGC to include in emails, it is important to choose content that is relevant to the email’s subject line and call-to-action. This can help ensure that the content is engaging and resonates with subscribers.
For example, if the email is promoting a new product, businesses can include UGC that shows how other customers are using the product. This can help subscribers visualize themselves using the product and increase the likelihood of engagement.
3. Keep it Authentic
Authenticity is key when it comes to UGC. When selecting UGC to include in emails, it is important to choose content that is genuine and reflects the experiences of real customers. This can help build trust and credibility with subscribers.
For example, instead of using professional product images, businesses can use user-generated images that show how the product looks in real-life situations. This can help subscribers see the product in a more authentic way and increase the likelihood of engagement.
4. Optimize for Mobile
With more than half of all emails being opened on mobile devices, it is essential to optimize UGC for mobile. This can be done by using responsive design, compressing images, and using clear and concise calls-to-action.
For example, businesses can use mobile-friendly image galleries or slideshows to showcase UGC in a way that is easy to navigate on a small screen.
Conclusion
Incorporating UGC into email marketing campaigns can be a powerful tool for businesses to improve engagement, build trust, and increase conversions. By leveraging the trust and credibility of UGC, businesses can make their emails more engaging and relevant to their subscribers. When incorporating UGC into emails, it is important to obtain permission, choose relevant content, keep it authentic, and optimize for mobile. By following these best practices, businesses can effectively incorporate UGC into their emails and improve email performance.
