5 Ways User-Generated Content Can Drive Email Conversions

User-generated content is one of the most influential marketing tools in today’s digital landscape. There is nothing like social proof to inspire a consumer to make a purchase.

Just take a look at these stats:

  • 73% of shoppers say UGC increases their purchasing confidence. (TurnTo)
  • Consumers are 3X more likely to say that content created by a consumer is authentic compared to content created by a brand. (Stackla)
  • In one study, the average conversion rate of website visitors who saw UGC was 161% higher than those who did not see it. (Yotpo)

Brand marketers are seeing the value of UGC, but many still aren’t using it to enrich their email campaigns. This is a massive missed opportunity. Consumers actively seek UGC before they make product decisions, and they actively sign up to receive updates from their favorite brands via email.

So, why not include this highly influential content that consumers actually seek within your email campaigns? It’s a win-win.

We’ve compiled five ways you can use UGC to drive conversions via email. Take a look.

  1. Show how versatile your products can be.

Before buying a product, consumers want to know they’re going to get the best use out of it. UGC is the perfect way to show how one product can be worn or used multiple ways. It’s as simple as compiling different photos of consumers using a product and then sharing those photos in a gallery.

Clothing retailer Everlane shows the perfect way to accomplish this. The brand aggregated photos from various consumers wearing a pair of Everlane heels. One person was wearing the shoes with jeans and a t-shirt, while another person was wearing them with a leather jacket. This immediately tells consumers, “This product is versatile and you’ll get the best bang for your buck.”

  1. Illustrate how one product can work on different people.

People come in all shapes, colors, sizes – which can make shopping for clothes and makeup online incredibly challenging. Consumers want to know if they can pull off a specific trend, and UGC is the perfect way to help them figure it out.

Take a tip from Sephora. Believe it or not, artificial freckles are a major trend right now. To give followers an idea if artificial freckles might work for them, Sephora shared a gallery of photos from different people wearing them. Seeing how different people tap into a trend is enough to inspire anyone who may have been on the fence.

Unfortunately, Instagram does not allow users to provide product links on posts, so there’s no way of knowing what these fans used to create the freckles. Pairing these photos with a product link in an email campaign would complete the experience.

  1. Create a sense of FOMO.

Does your brand resonate with a niche market? Whether you’re speaking to athletic types, jetsetters or makeup lovers ‒ UGC is the perfect way to create an authentic narrative. By sharing photos from real people who exemplify your brand story, you’ll create a sense of FOMO that will make consumers want to be a part of the club.

H&M tapped into it well during festival season. The brand regrammed a photo of two fans wearing H&M clothing at a popular music festival. This does a lot to show audiences that H&M clothing is perfect festival attire, and it creates a sense of “You wish you could be here.” This type of content would be great to drive conversions during a specific holiday or popular event.

  1. Share how-to’s.

Would you buy an online product if you had no idea what to do with it? With products that require work, e.g. makeup, consumers may need how-to content before committing to the purchase. UGC is a great way to provide shoppers with this insight. Use content from your existing fanbase to show the new folks how it’s done.

Makeup brand Urban Decay often features tutorials from their fans on Instagram. In this example, a user shows how she uses one of the brand’s eye palettes to create a sultry look. The video gives consumers an idea of how they could do the same thing at home. This type of content would be ideal for email campaigns alongside product links.

  1. Demonstrate the quality and value of a product.

Oftentimes, consumers seek user reviews to get an understanding of the quality and value of a product. Why not let your current fans show how great your products are?

Patagonia is the perfect example of a brand that lets its fans do the talking. By showing people using Patagonia gear while they’re hiking or surfing, consumers can clearly see that this clothing can withstand extreme conditions. It speaks directly to the quality of the product.