6 Ways to Incorporate User-Generated Content in Email Campaigns

User-generated content (UGC) has develop into a dependable technique for manufacturers to construct relationships with their prospects.

Sourced from customers and followers, UGC provides an additional dimension to advertising and marketing efforts by diversifying the kind of content material that manufacturers share on their accounts.

By curating UGC, entrepreneurs additionally lower the quantity of content material they want to create in-house – whereas additionally showcasing their actual prospects on-line.

Whereas UGC has been a go-to for creating social media campaigns, this content material producing technique can even enhance e mail advertising and marketing conversions.

Manufacturers can dedicate one part of their newsletters for user-generated content material to be sure that subscribers know that they’ll submit their content material.

One vital notice for entrepreneurs to think about when soliciting UGC – earlier than publishing any content material, they have to ask permission to use it or, on the very least, credit score it.

And this goes for any platform the place you supply content material from or put up on—social media, emails, or web sites.

As soon as that’s sorted, you possibly can comply with any of the six methods to incorporate user-generated content material in e mail campaigns.

1. Email contests

Be The Star of Our Next Campaign Email Contest User-Generated Content

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Contests are the easiest way to supply content material from customers – they provide customers an incentive to share their photographs and movies.

And folks love competitions – they’re a enjoyable approach to interact with family and friends, and with manufacturers.

Corporations don’t have to provide big or costly prizes to make their competitions engaging – a easy prize works simply as nicely.

Entrepreneurs usually run UGC contests on social media to accumulate content material—social platforms have a large natural attain to a wide range of audiences.

Moreover, both Instagram and Facebook make it straightforward to create contests that might probably develop into viral.

However newsletters are additionally helpful for sharing web-based competitions—emails are a superb device for selling a contest and constructing extra consciousness round it.

For a contest being performed through social media hashtags, entrepreneurs ought to embrace a put up in their e-newsletter concerning the platforms for engagement, hashtags, and guidelines of the competitors.

Don’t make the competitors too sophisticated to enter – a simple form online ought to suffice.

It is necessary to keep in mind that contests have a tendency to obtain a whole lot of consideration and numerous entries – whereas that offers entrepreneurs extra choices, not all entries can be utilized in newsletters.

Select the photographs or movies that match the model’s visible enchantment so that each one content material aligns with the corporate’s on-line presence.

2. Personalization

Over the previous yr, personalization has gained extra significance in advertising and marketing circles, notably inside e mail advertising and marketing.

Newsletters and e mail correspondence are anticipated to be individualized to enhance brand-customer relationships.

Person-generated content material is usually a helpful device for bettering the personalization of email campaigns.

Manufacturers will have already got created very best buyer profiles – a illustration of the goal audiences that will be most favorable in the direction of the corporate.

With these profiles in hand, entrepreneurs can sift by the content material sourced from customers to select those most related to goal segments.

It’s best to take a look at accessible analytics earlier than embarking on this technique – utilizing knowledge to energy your content material choices will make campaigns simpler.

Entrepreneurs can parse by social media posts to discover that are hottest. An analogous technique can be utilized for e mail campaigns to find the subject lines and content material that works greatest.

Guided by this knowledge, entrepreneurs can look to embrace UGC content material that has already been sourced from contests in newsletters to have the specified impact.

Alternately, knowledge can propel concepts for brand new campaigns to supply extra user-generated content material that may enchantment to audiences.

Exhibiting UGC that’s focused for subscribers will enhance e mail open charges as a result of recipients will likely be responsive to the messaging contained inside.

3. Thematic content material

Welcome To The MVMT Thematic Content User-Generated Content

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Now we have talked about how all of the content material obtained from a user-generated content material marketing campaign is probably not brand-appropriate.

This requires a substantial amount of sifting on the a part of entrepreneurs however the effort will likely be value it if the content material of the e-mail feels related to subscribers.

Manufacturers shouldn’t be posting content material that’s low-quality – corresponding to poorly-taken photographs and movies, or evaluations that require extreme modifying – because it damages model integrity.

However these items of content material can simply be sorted by – to select the best UGC that works for the model, entrepreneurs will want to take a look at the high-quality content material extra intently.

A visible can look glorious but when it doesn’t add worth to the model’s picture, then it may possibly’t be used.

Curated UGC wants to align with the wants of e mail subscribers – whereas everybody loves lovely photographs, if it doesn’t share a coherent message, the picture is nugatory.

UGC additionally wants to match the model’s tone and voice so that there’s uniformity in the content material shared – not solely on social media however on web sites and newsletters, as nicely.

Color palettes are particularly important in this regard – model colours assist with recognition which is why consistency in content material shade wants to be standardized.

To precisely curate user-generated content material that may then be used throughout platforms, it could assist if entrepreneurs shared some design and visible inspiration to their customers.

Sharing previous UGC campaigns with followers or posting similarly-themed photographs as a visible clue will enhance the possibilities of getting high quality entries that may add worth to the model.

4. Person testimonials

Everlane User Testimonial User-Generated Content

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Visuals have been a cornerstone of user-generated content material however they aren’t the one kind of UGC entrepreneurs can supply.

User testimonials and reviews – although largely text-based – can have simply as a lot impression on model followings as photographs.

Since emails will also be text-only and nonetheless attain the meant viewers, why restrict UGC campaigns solely to visuals?

Although photographs and movies are engaging and may garner extra consideration, a powerful textual content overview or testimonial from a buyer may be simply as highly effective.

The world we’re at the moment dwelling in has modified – to make a much bigger impression on customers, it helps to showcase how current prospects really feel concerning the model or product.

Individuals are on the lookout for methods to enhance their lives and really feel extra comfy in the present circumstances – these emotions may be assuaged with buyer testimonials.

And by pairing these evaluations with photographs of the shoppers, you create extra impression on the recipient – these aren’t simply fairly phrases about your product however the emotions of an actual particular person.

It’s vital to deal with how the model’s merchandise are including worth to an individual’s life – photographs can convey that however it may possibly nonetheless really feel eliminated.

Including a caption of a overview from a consumer will give that picture context, primarily telling the recipient that they’ll enhance their circumstances simply as this buyer already has.

After all, consumer testimonials needn’t solely be text-based.

An infographic of testimonials with accompanying buyer profile pictures can be a strong e-newsletter to ship as a part of a model consciousness marketing campaign.

Video testimonials or brand explainer videos may be an effective way to showcase actual buyer relationships with the corporate.

Dedicating one part to evaluations in newsletters can be an effective way to showcase the model’s relationship with prospects – it’s going to additionally increase open and click on charges.

5. Retargeting prospects

Buyer acquisition is a crucial a part of advertising and marketing, however the majority of standard gross sales are channeled by repeat prospects.

This makes retargeting customers a precedence for entrepreneurs, not solely on social media and touchdown pages but additionally through e mail advertising and marketing campaigns.

Email advertising and marketing persistently delivers excessive ROI which makes it the best device for retargeting prospects.

Information gleaned from website guests to touchdown pages or product pages will assist entrepreneurs perceive which prospects are shopping for from the model persistently.

Newsletters may be designed with user-generated content material that includes merchandise that these choose prospects will discover most interesting.

UGC photographs and movies of customers making use of the product to their actual lives – alongside a testimonial – will encourage e mail recipients to purchase once more.

Entrepreneurs can even study which prospects are abandoning their carts earlier than finishing purchases to allow them to be despatched an abandoned cart email encouraging them to fulfill the order. 

Giving the merchandise – and the model as a complete – a human face and persona will assist to enhance gross sales from e mail advertising and marketing.

6. Content communities

#AsSeenOnMe Content Communities User-Generated Content

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Leaping off from retargeting buyers, one other approach that user-generated content material can profit manufacturers and the underside line is by constructing content material communities.

It’s not sufficient to promote services and products to prospects. Manufacturers don’t exist in a vacuum – they belong to a bigger group of followers, followers, workers, and prospects.

Constructing a group on-line will make sourcing UGC a extra streamlined course of—your subscribers will know the type of content material you might be on the lookout for and create it accordingly.

This makes creating UGC-powered newsletters simpler whereas additionally welcoming gross sales prospects.

By sourcing group content material, you share together with your shoppers the merchandise which might be already in demand—this enables you to faucet into the sensation of FOMO or concern of lacking out.

With group content material, entrepreneurs primarily inform prospects that sure merchandise are promoting quick – they do that by showcasing prospects utilizing these merchandise.

As a substitute of what prospects have but to purchase to get them to buy objects, you listing out what’s already being purchased and inform folks why they need to purchase it.

This could solely be potential if manufacturers have a group to faucet into that may assist them capitalize on the sensation of FOMO.


Person-generated content material is an effective way to beef up e mail campaigns and to encourage extra gross sales from prospects.

By including supplies created by current prospects, manufacturers assist showcase their merchandise in actual settings whereas additionally constructing an environment of belief that may translate into extra clicks and gross sales.

The six methods of incorporating UGC in e mail advertising and marketing listed above will make model newsletters extra impactful, main to greater revenues and long-lasting buyer relationships.

Visitor creator: Ronita Mohan is a content material marketer at Venngage, the net infographic maker and design platform. Ronita enjoys writing about content material advertising and marketing, e mail advertising and marketing, and design.

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