Use customer photos and reviews in your emails to make them more real and exciting. This builds trust and gets people clicking more. It’s like showing off happy customers to invite more friends!
Hey there! Are you diving into email marketing and feeling a bit like you’re talking to yourself? It’s totally normal to feel that way when you’re starting out. You want your emails to be more than just words; you want them to feel like a friendly chat that people actually want to be a part of. But how do you make them pop and feel super trustworthy?
One of the coolest secrets is using what your customers are already saying and sharing! We call this “User-Generated Content,” or UGC for short. It sounds fancy, but it’s just content that your happy customers create. Think pictures, reviews, or even just excited comments.
In this guide, we’ll break down exactly how you can use these awesome bits of customer love in your emails. We’ll make it super simple, step-by-step, so you can start boosting engagement right away and make your email list feel like a community. Let’s get started and make your emails shine!
What Exactly is User-Generated Content (UGC)?
Think of UGC as the shout-outs and love notes your customers send your way. It’s anything real that people create about your product or service. It’s not something you made; it’s what they shared.
This can be:
- Photos or videos of them using your product.
- Reviews they leave on your website or social media.
- Testimonials where they share their positive experiences.
- Social media posts tagging your brand.
- Comments on your blog or social media channels.
It’s the voice of your real customers, sharing their honest opinions and experiences. And guess what? People trust this kind of content way more than ads.
Why UGC is a Superpower for Your Emails
Using UGC in your emails is like inviting your best customers to co-host your email party. It brings a whole lot of good stuff to the table.
It Builds Trust Like Nothing Else
When someone sees a real person using and loving your product, they think, “Hey, that could be me!” It feels more honest and believable than a polished ad.
It Boosts Engagement (More Clicks!)
People are naturally curious. Seeing real-life examples makes them want to learn more, click through, and see what the fuss is about.
It Makes Your Emails More Interesting
Variety is the spice of life, right? UGC breaks up the usual marketing messages and adds a fresh, human touch.
It’s Often Free Content!
Your customers are already creating it. You just need to find it and get permission to use it. How cool is that?
It Shows You Care About Your Customers
Featuring customer content shows you value their opinions and experiences. It makes them feel seen and appreciated.
How to Get Your Hands on Awesome UGC
Before you can use UGC, you need to collect it! Don’t worry, it’s not as hard as it sounds.
1. Ask for It Directly
Sometimes, the easiest way is just to ask!
- Send a follow-up email after a purchase asking for a review or a photo.
- Run a contest or giveaway where people have to share their experience to enter.
- Create a branded hashtag and encourage people to use it when they share.
2. Keep an Eye on Social Media
Your customers are probably already talking about you online.
- Regularly search for mentions of your brand name and products.
- Look for your branded hashtag on platforms like Instagram, TikTok, and Facebook.
- Engage with their posts! Like, comment, and thank them for sharing.
3. Check Your Reviews
Customer reviews are gold!
- Monitor review sites like Google My Business, Yelp, or industry-specific platforms.
- See what people are saying and if they’ve shared any photos with their reviews.
4. Look at Your Website
Do you have a section for customer photos or testimonials?
- Encourage visitors to upload photos when they leave a review.
- Make it easy for them to share their experience directly on your site.
Getting Permission: The Golden Rule!
This is super important! You must get permission before using someone’s content. It’s only fair and it’s often legally required.
Here’s a simple way to do it:
- Send a direct message or email.
- Clearly state that you love their content and would be honored to feature it in your emails.
- Explain where and how you’ll use it (e.g., in your next newsletter, on your website).
- Ask them to reply with their approval.
Many brands use a simple phrase like, “Hey [Customer Name], we love the photo you shared! Would you be happy for us to feature it in our upcoming email newsletter? Please reply YES to give us permission.”
Putting UGC to Work in Your Email Campaigns
Now for the fun part! Let’s see how you can sprinkle UGC into your emails to make them sing.
1. Feature Customer Photos and Videos
This is one of the most engaging ways to use UGC.
- Show customers enjoying your product in real life.
- Use a customer photo as the hero image for a product launch or sale.
- Create a “Customer Spotlight” section in your newsletter.
Example: A clothing brand could feature a photo of a happy customer wearing their new dress. The caption could be something like, “Sarah loves her new ‘Sunshine Dress’! Thanks for sharing, Sarah!”
2. Showcase Glowing Reviews and Testimonials
Words from happy customers are incredibly persuasive.
- Pull out the best sentences from a great review.
- Use short, impactful testimonials near product recommendations.
- Create a “What Our Customers Are Saying” section.
Example: A software company could share a testimonial like, “This tool saved us hours of work each week! Easy to use and incredibly effective.”
3. Highlight Social Media Mentions
When customers tag you, it’s a free shout-out!
- Share screenshots of positive social media posts (with permission, of course!).
- Embed a feed of your brand’s social mentions into your email.
Example: A coffee shop could share an Instagram story screenshot of someone raving about their latte.
4. Run UGC-Focused Campaigns
Get your audience involved directly!
- Ask customers to share photos of them using your product for a chance to be featured.
- Run a “Show Us How You Use It” contest.
- Create a special offer for customers who submit UGC.
Example: A beauty brand could ask customers to share their makeup looks using their products with a specific hashtag. The best looks get featured in the next email.
5. Use UGC in Different Email Types
UGC isn’t just for newsletters.
- Welcome Emails: Share a testimonial from a new customer about why they love joining your community.
- Promotional Emails: Use customer photos to show how popular a product is.
- Product Launch Emails: Feature UGC from beta testers or early adopters.
- Re-engagement Emails: Remind inactive subscribers why others love your brand.
Tips for Making UGC Shine in Your Emails
Here are a few extra tips to make your UGC emails even better:
- Keep it Authentic: Don’t over-edit customer photos. The raw, real feel is what makes them special.
- Make it Visually Appealing: Use high-quality images or clear screenshots.
- Add Context: Briefly introduce the customer or their story.
- Include a Clear Call to Action (CTA): What do you want them to do next? (e.g., Shop Now, Read More Reviews, Share Your Own Story).
- Don’t Overdo It: Balance UGC with your own brand messaging. Too much can be overwhelming.
- Track Your Results: See which types of UGC perform best.
Tools to Help You Collect and Manage UGC
There are some fantastic tools that can make collecting and organizing UGC a breeze. You don’t need them all, but they can be super helpful!
| Tool | What it’s Great For | Why It Helps with UGC |
|---|---|---|
| ManyChat / Tars | Chatbots for social media and SMS | Can automatically ask for reviews or photos after a customer interaction. |
| Hootsuite / Buffer | Social media management | Helps you monitor mentions, hashtags, and engage with customers easily. |
| Trustpilot / Yotpo | Review management platforms | Collects and displays customer reviews, often with photo/video options. |
| Google Analytics | Website traffic analysis | Helps you see which pages are visited most, which can hint at popular UGC content. |
| Email Marketing Platforms (e.g., Mailchimp, ConvertKit) | Sending emails | Integrate UGC directly into your email designs. |
When is UGC “Good Enough” for an Email?
You might wonder, “Is this photo good enough to use?” Here’s a simple checklist:
- Is it clear? Can you tell what the product is?
- Is it relevant? Does it show your product or service in action?
- Is it positive or neutral? Avoid anything that looks negative or could be misunderstood.
- Is it high enough quality? Blurry or tiny images are tough to work with.
- Do you have permission? (We can’t say this enough!)
If you answer “yes” to most of these, you’re probably good to go!
Real-World Examples of UGC in Emails
Let’s look at a couple of hypothetical examples to spark your imagination.
Example 1: A Skincare Brand
Email Subject: ✨ See Real Results! Our Community’s Favorite Glow-Ups!
Imagine an email with a beautiful collage of customers’ before-and-after photos using a face serum. Each photo is labeled with the customer’s first name and maybe a short quote like, “My skin has never felt so smooth!” or “I love how radiant my skin looks now!”
The CTA could be: “Shop the Serum that’s Changing Faces!” or “Share Your Own Glow-Up!”
Example 2: A Pet Food Company
Email Subject: 🐾 Your Furry Friends LOVE Our Food! See Why!
This email could feature adorable photos of pets enjoying the brand’s food. Think dogs with happy faces, cats lounging near their bowls. Captions might say: “Max’s tail won’t stop wagging for his dinner!” or “Luna can’t get enough of the salmon recipe.”
The CTA: “Treat Your Pet to Happy Meals!” or “Send Us Your Pet’s Pic!”
These examples show how UGC makes emails relatable and exciting.
Measuring Your UGC Email Success
How do you know if your UGC emails are hitting the mark? Like any marketing effort, it’s good to check the numbers.
Here are some key things to watch:
| Metric | What it Means | Good Example Range (General) |
|---|---|---|
| Open Rate | Percentage of people who opened your email. | 20% – 30% (can be higher with strong UGC!) |
| Click-Through Rate (CTR) | Percentage of people who clicked a link in your email. | 2% – 5% (often higher with compelling UGC) |
| Conversion Rate | Percentage of people who completed a desired action (like making a purchase) after clicking. | Varies wildly by industry, but UGC can improve it. |
| Engagement Rate on Social (if applicable) | How much people interact with your social posts that link back to your email campaigns. | Higher than average if UGC is driving interest. |
Keep in mind that these are just general guides. Your own results might look a little different, and that’s okay! The important thing is to see improvement over time.
For more on tracking email performance, check out HubSpot’s Email Marketing Benchmarks.
Frequently Asked Questions About UGC in Email
Got more questions? We’ve got simple answers!
How can I start email marketing with no money?
You can start with free plans from email marketing services like Mailchimp or Sendinblue. Focus on collecting emails ethically through your website or social media. Use free design tools like Canva for your emails, and start with simple text-based content or basic images.
How do I write subject lines people click?
Keep them short, clear, and intriguing. Use emojis sparingly. Hint at the value inside. For UGC emails, try subject lines like “See What [Customer Name] Loves!” or “Real Customers, Real Results!”
How often should I email my list?
There’s no single answer, but consistency is key. Start with once a week or every two weeks. See what works for your audience. You can always adjust based on their engagement.
How do I know if my email is working?
Look at your open rates and click-through rates. Are people opening them? Are they clicking the links? Also, pay attention to replies and direct feedback from your subscribers.
How do I stop my emails from going to spam?
Always get permission to email people. Make it easy for them to unsubscribe. Use a clear sender name and email address. Avoid using too many ALL CAPS words or spammy phrases in your subject lines or body. Keep your content valuable and relevant.
Ready to Boost Your Emails with Customer Love?
See? Using user-generated content in your email marketing is a fantastic way to make your emails more engaging, trustworthy, and exciting. It’s like adding a sprinkle of real-life magic to your messages.
You’ve learned what UGC is, why it’s so powerful, how to get it, and how to use it to make your emails shine. Remember to always ask for permission and keep it authentic. Your customers are already creating amazing content; it’s time to let them help you connect with even more people.
So, take a deep breath, pick one small step from this guide, and give it a try. You might be surprised at how much your audience loves hearing from their fellow customers! You’ve got this, and we’re cheering you on every step of the way. Happy emailing!