How to Use User-Generated Content in US Email Marketing

There was a time when brands controlled the conversation. Where they created ads, crafted images, and wrote scripts. But times have changed. Today, it’s the customers holding the mic—and they’re telling some pretty awesome stories. This shift has sparked a revolution in US email marketing, where user-generated content (UGC) takes center stage.

These authentic moments from unedited selfies to product reviews—are revolutionizing the way businesses interact. Furthermore, it's a strong movement that promotes genuine brand engagement rather than only a fad.

Reason For User-Generated Content

Imagine you're checking your emails and spot one from the sneaker brand you love the most. Inside, you find pictures of real people wearing the latest shoes. These images are simple and genuine, not like the perfect, ready-made photos you usually see in a studio. This makes the shoes seem more real and relatable. That’s user-generated content in action. 

According to Nielsen, 92% of consumers trust UGC email campaigns over traditional advertising. The result? Skyrocketing brand engagement.

Take Airbnb, for example. They filled their email newsletters with guest photos and stories. No big-budget productions just authentic experiences that make readers think, “Hey, I could be there too!”

How UGC Email Campaigns Create Authentic Connections

Ever heard the saying, “People don’t buy products, they buy stories?” That’s the heart of UGC email campaigns. They transform everyday customers into brand advocates. 

When a real user posts an epic unboxing video or leaves a rave review, that’s gold. Now imagine showcasing that moment in your next email blast.

GoPro nails this by featuring adventure videos shot by actual users. These UGC email campaigns not only inspire but also create a community vibe. And that community vibe leads to something every marketer craves deeper brand engagement.

Why User-Generated Content Wins Hearts and Opens Wallets

Let’s get one thing straight: user-generated content builds trust. And trust builds brands. People are tired of the hard sell. What they want is proof from folks like them. Whether it’s a five-star review or an Instagram reel, user-generated content speaks volumes.

Glossier’s emails are packed with customer selfies and testimonials. Emily Weiss, Glossier’s founder, once said, “Our customers are our best marketers.” And she’s right. Their UGC email campaigns have fueled Glossier’s cult-like brand engagement, turning fans into micro-influencers.

How to Successfully Execute UGC Email Campaigns 

✅ Make Joining Part Fun

 Encourage your clients to use a branded hashtag while sharing their moments.  A classic is Starbucks' #RedCupContest.  In their emails, they highlighted the winners, which sparked an insane amount of brand interaction and filled inboxes with creative customer content.

✅ Honor your supporters

Recognition is the best way to increase loyalty.  In your emails, highlight user tales.  Provide early access to new products, a discount, or a spotlight.  Participation in your UGC email marketing will be highly appreciated by your audience.

✅ Keep It Honest

No stock images are permitted!  Present genuine stuff, even if it is unpolished.  User-generated material is a great way to satisfy people's need for honesty.  More significantly, it creates enduring brand engagement because it is relatable.

Conclusion

Absolutely. In a world overflowing with noise, user-generated content cuts through by being real. Brands like GoPro, Glossier, and Airbnb have proven it’s not just about slick design; it’s about authentic connection. And UGC email campaigns are your golden ticket to lasting brand engagement.

The worst part is that you can't fake it. Your community will support your brand if you respect them and value their opinions. When done correctly, user-generated content is a movement rather than merely a marketing strategy.

FAQ

In US email marketing, what is user-generated content?

Customer evaluations, images, videos, and testimonials given by actual users and included in email campaigns to foster authenticity and trust are examples of user-generated content (UGC) in US email marketing.

What makes user-generated content crucial for email marketing in the United States?

User-generated content gives US email marketing initiatives more legitimacy. Through relatable narrative, it raises credibility and trust, which in turn promotes customer engagement and encourages conversions.

How is brand engagement enhanced by UGC email campaigns?

Because UGC email campaigns highlight real consumer experiences, they increase brand engagement. This fosters trust and motivates customers to engage with your brand personally.

Why is user-generated content a game changer for brand engagement in US email marketing?

User-generated content makes marketing human and relatable. US brands using UGC email campaigns report higher trust, loyalty, and brand engagement because customers connect with real stories, not sales pitches.

Which US companies had success with UGC email campaigns?

Well-known US companies like Glossier, GoPro, and Airbnb make good use of UGC email campaigns. In order to promote community and increase brand engagement, they display user-generated material.