Enrich your newsletter campaigns with user generated content
User generated content (UGC) is being increasingly used in a variety of ways by brands on social media, websites, and other marketing channels including email. In this second post of our series about how to improve email marketing performance with UGC (click here to read the first one), we’ll explain why it’s important to incorporate authentic photos and videos featuring your brand and your products in email(s). We’ll also show you how to add that personal touch to your next newsletter campaign in a semi-automatic and easy way via Flowbox.
How and why can UGC make a great impact on your email campaign(s)?
So, what’s the big deal about user generated content, and why is it a must-have in your email marketing strategy? Here are four key reasons why you should include UGC in your newsletter right away:
Increase open ratio
Studies have shown that more than 75% of consumers prefer UGC over branded photos as it offers a high degree of authenticity, influence, and memorability. Shoppers tend to show more interest and are more willing to engage with a brand when viewing other customers using and benefiting from your products and services. For brands, UGC is highly effective at grabbing and retaining the audience's attention. Featuring UGC in your emails serves as a big contributor to enhancing open ratio.
Increase click-through-rate (CTR)
Word-of-mouth has been proven to be one of the most effective tactics in marketing. It’s simple: people trust other people. When it comes to making purchasing decisions, whether it’s a product, a service, or an experience, consumers want to know what they’re going to get and how it can be used. What makes images shared by other customers who’ve previously interacted with your brand so engaging is that the audience is able to develop an emotional connection with the content. This sparks their desire to click and discover more.
By highlighting UGC in their newsletter for Pinkpop Festival, Zuid-Limburg was able to greatly interact and engage with their audience, which led to an increase of 8% in their CTR. Check out how to embed UGC with your email provider in our email integration collection.
Activate your audience
A dedicated section for UGC in your newsletter allows your subscribers to both see and interact with authentic photos and videos. This way, you make your subscribers aware that they can share their own experiences via your branded hashtag while ensuring that you have their consent to use their images in your marketing channels.
Take a look at how Björn Borg initially activated their subscribers whilst allowing them to get more familiar with their products and their exclusive inspirational board.
Generate more content
Consumers themselves are actually the biggest content creators; millions of people share their photos across social media platforms each and every day. Letting your audience know what kind of content you’re looking for will help you fill this source of authentic and trusted content at scale with ease.
A good example from one of Pierre Marcolini’s newsletters, when they launched new Easter products, shows how they encourage their subscribers to tag @pierremarcolini when sharing their photos.
More examples
Ecommerce
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Non-ecommerce