Why User-Generated Content Matters in Email Marketing

User-generated content (UGC) — reviews, photos, videos, ratings, testimonials, and social posts created by customers — builds social proof and trust faster than branded messaging. In email marketing, UGC transforms newsletters, product announcements, and retention campaigns into authentic conversations that resonate with readers. Because UGC comes from peers rather than the brand, it reduces friction in the purchase decision and often lifts open rates, click-through rates, and conversions.

Key benefits of using UGC in emails

  • Increases trust and credibility: Real customer voices validate claims brands make.
  • Improves engagement: Visual UGC like photos and short videos demand attention.
  • Boosts conversions: Social proof reduces hesitancy and shortens the decision path.
  • Reduces content costs: Reusing customer assets lowers the creative production burden.
  • Supports personalization: UGC can be matched to segments, life events, and preferences.

Types of User-Generated Content to Use in Email Marketing

Different types of UGC work best for different email goals. Below are the most effective formats and when to use them.

Reviews and ratings

Short review excerpts or star ratings in product-focused emails help reduce buyer anxiety. Use a concise quote plus the reviewer’s first name and location when possible.

Photos and videos

Customer photos and short video clips are highly eye-catching in promotional and lifecycle emails. User photos in real-world settings demonstrate use cases and help subscribers visualize the product in their lives.

Testimonials and quotes

Longer testimonials are perfect for onboarding sequences and high-consideration products or services. Pair them with a photo and a link to a case study or review page.

Social posts and mentions

Featuring embedded tweets, Instagram posts, or TikTok snippets introduces timely authenticity. Repost customer social content that shows enthusiasm, unique use, or a creative twist.

Unboxings and user stories

Stories that show an emotional reaction or meaningful before/after photos are valuable in lifecycle and re-engagement campaigns.

How to Collect High-Quality UGC

Collecting permissioned, high-quality UGC requires a process that is frictionless for customers and compliant with privacy expectations.

Proven tactics to gather UGC

  • Post-purchase prompts: Send an automated email asking for a review and photo 7–14 days after delivery.
  • Incentivized submissions: Offer discounts, loyalty points, or contest entries for photos, videos, or stories.
  • Social campaigns and hashtags: Create a branded hashtag and feature best entries in emails and on-site.
  • Review platforms: Sync reviews from third-party platforms (e.g., Trustpilot, G2) into your email content.
  • On-site UGC submission forms: Add simple upload tools to product pages or account dashboards.

Best practices for permissions and metadata

  • Always request explicit permission to use a customer’s content in emails and marketing materials.
  • Collect attribution metadata: name, handle, location, consent date, and any usage limits.
  • Offer clear opt-in choices and a simple revocation process.
  • Store UGC assets in a centralized DAM or UGC management platform with tags for easy segmentation.

Designing UGC-Driven Email Campaigns

Successful UGC emails balance authenticity with clarity. Design elements should spotlight the customer voice while keeping the brand message and CTA obvious.

Layout and creative tips

  • Lead with a strong hero image: a customer photo or short GIF that shows product use.
  • Feature concise quotes: short, scannable testimonials with a clear attribution.
  • Use visual cues: star ratings, review counts, and user badges to reinforce credibility.
  • Include clear CTAs: align the CTA with the email’s intent (buy, learn, review, submit).
  • Optimize for mobile: images should be compressed and legible on small screens.

UGC Email Templates and Examples

Below are concise templates you can adopt for common campaigns. Replace bracketed content with your assets and data.

Post-purchase review request

  • Subject: "How's your [product]? Share a photo & earn 10% off"
  • Body: "We hope you're loving your [product]! Share a quick photo or review and get 10% off your next order. [Button: Share your photo]"

Product announcement with UGC showcase

  • Subject: "See how customers are styling the new [product]"
  • Body: "Real customers are getting creative — here are three looks. [Image grid of 3 UGC photos] [Button: Shop the looks]"

Re-engagement with social proof

  • Subject: "You missed these fan favorites — top-rated picks"
  • Body: "Back by popular demand. These top-rated products have hundreds of rave reviews. [Product thumbnails + star ratings] [Button: See reviews]"

Measuring the Impact of UGC in Email Marketing

To demonstrate ROI, track both direct and indirect metrics. UGC often drives qualitative improvements (brand affinity) and quantitative lifts (CTR, conversion rate).

Key metrics to monitor

  • Open rate: Are subject lines referencing UGC improving opens?
  • Click-through rate (CTR): Does UGC increase clicks to product pages?
  • Conversion rate: Are UGC-enhanced emails converting better than control emails?
  • Average order value (AOV): Do UGC emails lead to larger carts?
  • Review submission rate: Is your UGC collection cadence improving submission volume?
  • Retention and repeat purchases: Are customers acquired via UGC-influenced emails more likely to return?

Benchmark table: expected uplifts from UGC (estimates)

Metric Without UGC (baseline) With UGC (typical uplift)
Open rate 15–20% 16–24% (+5–20%)
Click-through rate 1.5–3% 2–4.5% (+10–50%)
Conversion rate 1–2% 1.5–3% (+20–80%)
Average order value $50 $55–$70 (+10–40%)

Note: Benchmarks vary by industry and offer. Use A/B testing to validate lift for your audience and incrementally optimize.

Legal, Privacy, and Accessibility Considerations

UGC is powerful but requires careful handling. Follow these rules to avoid legal and reputation risks.

Permissions and disclosures

  • Obtain explicit consent to use a user’s content in marketing materials; document the consent.
  • Provide clear attribution and honor any requests to remove content promptly.
  • Disclose sponsored or incentivized posts as required by advertising regulations (e.g., FTC guidelines in the U.S.).

Privacy and accessibility

  • Don’t share sensitive personal data. Redact if necessary.
  • Make image alt text available for screen readers and add captions for videos.
  • Ensure color contrast and font sizes remain accessible when overlaying text on UGC images.

Tools and Platforms to Manage UGC

Many platforms streamline collection, moderation, and distribution of UGC into email campaigns. Choose tools that integrate with your ESP and DAM.

  • UGC platforms: TINT, Yotpo, Olapic, Stackla — for aggregation and rights management.
  • Review platforms: Trustpilot, Bazaarvoice, G2 — for verified reviews.
  • Email service providers (ESP): Ensure your ESP supports dynamic content blocks and asset CDN integration.
  • Digital asset management (DAM): Use to tag, store, and retrieve approved UGC assets quickly.

Best Practices and Checklist

Use the checklist below when planning UGC-driven emails.

  • Obtain documented permission for all featured UGC.
  • Match UGC to the right segment: new customers, repeat buyers, high-intent browsers.
  • Optimize images and videos for email load times and mobile display.
  • A/B test subject lines, layouts, and CTAs with and without UGC.
  • Track performance and iterate: use benchmarks and set realistic KPIs.
  • Maintain an evergreen pool of approved UGC for rapid campaign creation.

Real-World Examples and Quick Wins

Examples of quick wins include: swapping stock photos for customer photos in a promotional email, adding a one-line review under product tiles, or creating a "Fan Favorites" email that aggregates top-rated items with UGC thumbnails. These low-effort changes often yield immediate uplifts.

Conclusion

Harnessing the power of user-generated content in email marketing is a scalable way to increase trust, engagement, and conversions. By systematically collecting permissioned UGC, designing it into segmented campaigns, and measuring outcomes, brands can turn customer advocacy into a reliable growth lever. Start small with one UGC element per email, measure the lift, and scale the formats and channels that drive the best ROI.

If you're ready to implement UGC in your email program, begin by auditing existing customer content, setting up a permission workflow, and running a simple A/B test that compares product emails with and without UGC highlights.