How to Craft a Platform-Agnostic User-Generated Content Strategy

This is a guest post from Kate Lynch at Workamajig.

What others think about your brand and your products matters, especially to would-be buyers.

Positive reviews from existing customers act as digital word-of-mouth, mitigating fears and prompting action. A sound, user-generated content strategy can help you leverage this word of mouth to turn window shoppers into customers.

Think about the last time you bought something online.

Unless you were a repeat buyer, you likely scrolled down the “buy now” page to read reviews from other customers.

Reviews, testimonials, customer images, social media comments—all of these are clubbed under “user-generated content” (or UGC for short).

UGC has a massive impact on moving conversions and building your brand, yet far too many retailers don’t have a clear strategy to acquire and use it. They either focus on a single platform or fail to use content correctly.

Read on to discover how to create and implement a platform-agnostic user-generated content strategy. You’ll learn how to identify opportunities, capture content, and use it to move the conversion needle, regardless of the platforms you use.

Why user-generated content matters

Seventy percent of consumers check UGC ratings or reviews before buying a product and 64% actively seek out reviews when making a purchase decision. Campaigns with UGC see 29% higher conversions than those without it.

There are stats aplenty when it comes to user-generated content and its importance. But, beyond these numbers, UGC fulfills a crucial role in any online campaign: enabling authenticity and building social proof.

UGC and authenticity

Authenticity is one of your core challenges when it comes to selling online. In the absence of a physical, hands-on experience, how do you convince customers that you’re the real deal?

You can punctuate your marketing with messages of authenticity, but sticking a “100% genuine” sticker on a product can only go so far. You’re essentially asking customers to trust your word, which, if you don’t have an established brand, is a tall task.

This is precisely the problem UGC solves. Well-crafted UGC confirms and even adds to your claim of authenticity.

You might say that your leather bags are built to last, but the claim becomes far stronger when you can share pictures of customers showing their decade-old, perfectly usable bags.

Saddleback Leather Co.'s user-generated content strategy on Instagram

Saddleback Leather doesn’t just say that its products are tough; it also shares images of customers using them in tough conditions. (Image source: Facebook)

Ninety percent of customers even say that they seek authenticity when buying online. By corroborating your claims with UGC, you can make your marketing much stronger.

UGC builds social proof.

Social proof is one of the six pillars of persuasion, according to Dr. Robert Cialdini. It’s a natural drive—we consider the already popular to also be good.

UGC is a fantastic ally in building social proof. When quantified in the form of ratings and review counts, it gives customers an objective measure of your popularity.

Beyond ratings, UGC also helps would-be customers see how your product looks in the real world. Fancy studio photography is great for showing products in their ideal state, but buyers also want to see them in the context of real-world usage.

A customer sharing pictures of her living room with your sofa or cabinet gives a much better real-world understanding of the product.

Customer reviews, like those on Amazon, are a great user-generated content strategy

Amazon focuses heavily on customer reviews and images to improve authenticity perception. (Image source: Amazon)

This is a critical tool in building consensus and bringing in conversions.

Creating a platform-agnostic UGC strategy

As effective as user-generated content can be, it’s also difficult to implement. Platform barriers can make it hard to figure out what, where, and when to source content from customers.

The solution is to develop a truly platform-agnostic UGC strategy. Your goal should be to capture and catalog content from users on channels you own or control.
This gives you far more freedom in how and when you use the UGC in your marketing.

But, before I share this strategy, let’s address a question most of you are probably asking: Why does being platform-agnostic even matter?

Why it pays to be platform-agnostic

UGC is often tied to specific platforms. You might run a contest on Instagram to collect user images or you might tweet out a request for testimonials to your Twitter followers.

Depending on individual platforms, however, can be a recipe for disaster for these reasons:

  • Usage bans: unless you own the platform, anything that infringes on the Terms of Service can put you at risk of being banned or restricted. This endangers your entire UGC strategy—you’re essentially at the mercy of the platform.
  • Content restrictions: most platforms place restrictions on how and where you can use content sourced using it. In some cases, they also retain copyright over the content, limiting its use outside the platform.
  • Quality restrictions: the quality of your UGC will depend on the quality of content allowed by the platform. You might want 1080p video for a UGC-driven video campaign, but the platform might compress all videos to 720p.
  • Popularity changes: the popularity of a platform changes over time. Users might move from Facebook to Instagram to Snapchat. When a platform’s usage declines, so does the effectiveness of any UGC that sits on it.
  • Communication limits: how and how often you communicate with fans and followers depends on the platform’s internal standard. You might want to message your fans directly, but the platform might prohibit you from doing so. This affects the flexibility of your UGC campaigns.

Detaching your UGC efforts from any specific platform gives you far more freedom in how you use it. You’re not dependent on the whims and fancies of ever-changing ToS and popularity trends. Instead, you own the platform and the content.

So what’s the platform that you can control completely?

You guessed it: email!

An email-focused UGC strategy

Email counters so many of the challenges retailers usually encounter in creating UGC campaigns. It’s a platform that you own and control entirely. There are no restrictions on how often you communicate with customers or what you share in each message.
Creating an email-focused UGC strategy has three parts:

1. Segment your audience.

Not every customer is an equally good candidate for sourcing user-generated content. Even if they’re happy with your product, many users are simply averse to sharing.

Your strongest candidates for sourcing UGC are people who:

  • Are enthusiastic sharers and content creators
  • Are “superfans” who love your products

Thus, step one is to segment this audience.

Start by segmenting all customers who:

  • Have ordered your product multiple times
  • Have been with your business for more than 2 years (change this limit based on average purchase cycle for your product)
  • Have previously had positive interactions with your brand, preferably over email

This should give you a healthy list of your starting “superfans.”

Expand this list further by using a simple NPS (Net Promoter Score) survey to spot all your “promoters.”

For the uninitiated, NPS is a system created by Bain to find your best customers. The survey works by asking users to rate the likelihood of recommending your product on a scale of 1-10.

Anyone who scores between 9-10 is called a “promoter.” Scores between 7-8 are labeled “passives,” and anything below 7 is a “detractor.”

This is a graph providing stores with the info they need to judge customers' promoter status.

(Image source: Bain & Company)

Users are also given a chance to explain their reason for these scores, though this is entirely optional.

An NPS survey works wonderfully well for spotting your superfans and enthusiastic sharers. Anyone who gives you a score of 9-10 has shown that:

  • They like your product/service and don’t mind recommending it to others
  • They’re receptive to your marketing emails and are willing to act on them (since they did complete the survey)

The latter point is particularly important. You can have the happiest of fans out there, but, unless they’re willing to open your emails and share their content, your UGC strategy will go nowhere.

Combine this NPS survey segment with the email list you created above to kickstart your UGC campaign.

Read this article to learn more about implementing NPS surveys with Campaign Monitor.

2. Plan your campaign.

What do you want your UGC campaign to accomplish?

If you don’t have a clear answer to this question, your campaign will go nowhere. The best UGC campaigns have a very targeted ask. They request customers to share a specific piece of content for a specific purpose.

Some common UGC campaign targets include:

  • Sourcing reviews and ratings for a recent purchase
  • Collecting testimonials for the brand or company as a whole
  • Collecting customer images or videos
  • Asking for content to be used in blog posts, FAQs, etc.

Each of these campaigns requires different degrees of effort from customers. Leaving a rating or a review is much easier than sharing a product picture.

What you offer in exchange for this content, thus, will have to change accordingly.

Similarly, not all UGC is equal in quality. If you’re sourcing content that can be used in an ad campaign, you’ll have to set minimum quality criteria to be acceptable. But, if you’re simply sourcing reviews, you’ll have to allow all content—even the negative ones.

Before you start the campaign, figure out the following:

  • Your “ask” and its difficulty or effort requirement
  • Whether you have any quality criteria for the content
  • Where you’ll use the content (and if the platform has any content guidelines)
  • The reward(s) you’re willing to offer for an acceptable UGC

3. Ask for UGC.

With your plan in hand, start the UGC campaign.

This doesn’t have to be complicated. All you need are these three ingredients:

A. An email asking for content

Your UGC collection email should be clear and specific. After reading it, customers should know the following:

  • The purpose behind the campaign
  • What kind of content you’re asking for
  • Whether there’s a reward for sharing content
  • Where the content will be used
  • Who’ll own the copyright to the content
  • Whether the content will be shared anonymously or you’ll tag the customer

It’s also a good idea to refer to past UGC campaigns to show customers what acceptable content looks like and how it can be used.

For example, Chaco sends this email to collect UGC for its Instagram campaign:

You can use a hashtag as part of your user-generated content strategy, like the #spiritofsummer hashtag from Chaco shown here.

Contests are typically the best format for collecting high-quality UGC. They pose a barrier to entry which often deters low-quality submissions.

However, for a contest to be effective, you have to offer a convincing reward, which brings us to the next section.

B. A reward for sharing content

Rewards are crucial for successful UGC campaigns. While a few superfans would be happy to share their content with you for free, most will want something more than a pat on the back.

The kind of reward you offer will depend on the difficulty of the ask, your brand, and the purpose of the campaign.

If you’re sourcing travel photos that’ll eventually be used in a brochure, you want high-quality images. Running a contest that rewards the best shots, thus, would be the right move.

If you have a prestigious brand or a large social following, simply offering exposure (in the form of shares/retweets) might be enough.

For example, BMW used its brand prestige to “reward” users by sharing their car images on its massively popular Instagram account.

BMW uses real photos of customer cars as part of their user-generated content strategy

Your rewards will typically fall into three categories:

  • Exposure – i.e., promotion through social channels
  • Discounts – i.e., coupon codes for sharing content
  • Prizes – i.e., physical or digital prizes for acceptable shares
    The bigger the ask, the bigger your reward should be.

C. A way to collect UGC

The final step is to collect your UGC.

Again, how you go about this will depend on what kind of UGC you’re collecting.

If you’re asking for reviews, it’d be best to collect these reviews on your website.

On the other hand, if you’re asking for high-quality photos, it’s best to ask for image links or attachments.

There are plenty of tools for collecting and curating UGC from different sources, including email, Twitter, Instagram, and Facebook. Some of these include ShortStack, Yotpo, Curalate, Stackla, etc.

It’s also a good idea to keep track of everything in a spreadsheet or a project management tool. You can even consider creating a project dashboard so that you know where you currently stand in your campaign.

Once you’ve collected your UGC, it’s time to start using it in your marketing!

Over to you

UGC is one of the most powerful tools in your arsenal for winning over customers. Depending on a single platform for collecting it, however, exposes you to significant risks and usage limitations.

By adopting a platform-agnostic user-generated content strategy, you can not only collect high-quality UGC, but also retain complete control over customer interactions.


This is a headshot of Kate Lynch, writer at Workmajig and guest poster for the Campaign Monitor blog

Kate Lynch is a digital marketing blogger who spends her entire day writing quality blogs at Workamajig. She is a passionate reader and loves to share quality content, keeping a keen eye on the latest trends and news. Follow her on twitter @IamKateLynch for more updates.

The post How to Craft a Platform-Agnostic User-Generated Content Strategy appeared first on Campaign Monitor.

How to Make User-Generated Content Work for Your Brand

This is a guest post from Andie Katschthaler at

You may not be familiar with the term “user-generated content” or UGC, but UGC is all around us in the marketing materials we consume.

Even resources we don’t necessarily perceive as user-generated content often help companies sell more products.

This can include a product review, a star rating on Amazon, an unboxing video, or social media posts about products.

UGC is everywhere, and it’s up to brands to find it and harness it in their marketing.

Bonus: Below we’ve listed a few additional (but lesser-known) types of user-generated content:

  • Tutorial videos using specific products
  • Blog posts
  • Product unboxing videos
  • Animated GIFs

Has your business ever used these? Let us know in the comments below.

Sustainable British clothing brand Lucy & Yak is resharing a snapshot of a customer wearing a Lucy & Yak coat:

This Instagram post perfectly encapsulates what user-generated content is: using customer photos to market products.

Source: Instagram

What exactly is user-generated content (UGC)?

UGC is defined as any content created by the users of a website, a product, or a service, whether it’s posted on social media or anywhere else online.

But what’s the big deal about user-generated content? Why are we so into it? Where can you collect it, and how can you make it work for your brand?

User-generated content is authentic, and buyers trust it.

Brands love content created by their users for two main reasons:

  1. They get to reuse great-looking content and share it as part of their own marketing efforts.
  2. By sharing UGC created by happy customers, brands can convince potential customers to buy.

Simply put, the trick behind UGC is that people trust other people most when it comes to making buying decisions. Whether that’s actual in-person recommendations by someone they know or an online review by another customer—potential buyers rely on social proof.

According to a 2017 survey by TurnTo, 90% of U.S. consumers say their purchasing decisions are influenced by online recommendations. Plus, our own original research found that social proof is important to both millennials and Gen Z buyers.

This graph shows why user-generated content is important for buyer decisions

And some consumers even prefer UGC to original brand content, which is often seen as too pushy and promotional.

The younger the consumer, the more important UGC becomes. Gen Z buyers want to support brands that resonate with them, which often means authenticity and transparency.

How to collect user-generated content

Having user-generated content to use in your marketing is great. But, to have it, you have to first collect it.

It may sound counterintuitive, but one of the best ways to get UGC is to ask. Request reviews and ratings from your fans and customers, and incentivize when you can.

Ask customers and newsletter subscribers for reviews.

The most straightforward way of getting reviews is to ask people who’ve just bought something from you to review it, for example, in an email set to arrive at a reasonable time after purchase.

For example, trendy mattress and pillow brand Casper sends out post-purchase emails asking buyers to review their purchase:

This Casper email asks for UGC by asking customers for reviews

Source: Really Good Emails

Another group of people that can create great user-generated content is your newsletter subscriber list, even if they haven’t bought from you recently.

You can publish the reviews you get on your own website, ask people to review your brand on aggregators like Capterra or G2, and even use tools like Reevoo, Olapic, Stackla, Mention, or Livefyre to collect reviews.

Create a fun hashtag campaign for great content.

If you’re looking for content other than reviews, a hashtag campaign can be a great way to motivate and collect user-generated content.

Come up with a good campaign idea and create a hashtag campaign around it. Promote the hashtag and ask your fans to take part and share it.

The Birkenstock website features a section dedicated to the #MyBirkenstock hashtag, encouraging shoppers to share their pics and embedding a gallery of posts shared with the hashtag:

Birkenstock has a hashtag-related UGC site section: #mybirkenstock

Source: Birkenstock

Be clear about what you want people to create, whether it’s images, videos, or written content. People want to know the guidelines for creating content for a brand.

The better you explain what you’re looking for and how you’re planning to use it, the better the content you get will be.

The #KidsInTheKitchen hashtag campaign by NatureFresh™ clearly lays out what kind of content they want to see and how to submit it:

Give people steps to provide user-generated content, like NatureFresh.

Source: Kids in the Kitchen

Reward the best submissions with exciting prizes to motivate users, creating content that you can use in your campaigns later on. Incentives are a great way to coax content out of fans.

Collect existing brand-related content posted by your customers.

Sometimes, you get lucky, and your fans are already creating great content about your brand, without you even asking. Don’t miss out on it and monitor social media for mentions of your brand and your hashtags.

Use a social media monitoring tool to keep an eye on your brand mentions or a social media wall to collect any posts mentioning your brand, your hashtags, or defined keywords on a social wall.

You can repost or share the great content you find this way as well.

How to put UGC to good use

Now that you’ve collected all that great social proof, it’s time to put it to good use. You can even reuse UGC print ads, but the most common placement for fan content will likely be your online marketing efforts.

Convince your website visitors to buy.

Imagine a potential customer browsing your online store. They’re already on your website. They like your product or service.

They’ve looked at all the specifications and information. But somehow they’re still hovering over that buy button.

To get them to click on it, you’ll have to convince them that you really are the best. And that’s where your UGC comes in.

Strategically place reviews from other customers on your website or your online shop, or collect the best posts from social media and embed that on a section of your website.

You can even connect UGC to ecommerce using a social wall, by linking directly from the posts on your wall to the corresponding product in your shop.

Here’s an example of how beyerdynamic—an audio equipment manufacturer from Germany—is collecting user-generated content on a social wall to draw attention to the brand’s products.

They collect user posts which mention beyerdynamic, embed them on their website and then link each post created by their customers to relevant products in their online shop.

This is an example of a social wall that features examples of UGC. User-generated content is anything buyers make about your company.

Source: beyerdynamic

Turn your newsletter readers into customers.

You can use your newsletter to recruit reviewers but, similarly, email is a great way to garner reviews as well. So include UGC in your abandoned cart emails to lure customers back and entice them to finally buy.

Adidas includes user reviews in an abandoned cart email:

Adidas shows how you can use UGC reviews in your automated emails.

Source: Really Good Emails

When you introduce a new product or service, share what others have said about the product or your brand. It livens up the email and acts as social proof for future buyers.

Keep sharing that social proof on social media.

Social media is a great and logical place for sharing content posted by fans, and it’s effortless to reshare the posts.

Retweet content happy buyers have posted, include Instagram reviews by fans in your own Stories, or feature great user contributions on your Facebook page.

Here are two brands cleverly using UGC in their Instagram Stories: On the left, mara_seaweed reshares a post by a fan showing off their lunch made with the product.

On the right, oVertone shares a review by a user and includes a CTA encouraging people to sign up for the product’s waitlist.

These examples show Instagram Story UGC examples

Source: Mara Seaweed Instagram & oVertone Instagram

Just remember: with all your user-generated content, make sure you ask for permission from the creator before using it.

Wrap up

User-generated content can do great things for you. Use it to your advantage.

What existing fans have to say about your brand provides social proof for potential new customers. It shows that your brand is worthy of their time and effort. And that means you get more customers and more conversions.

You can collect user-generated content, such as reviews or social media posts, by asking your customers to share content.

Try asking them for feedback in your newsletter, collect reviews using an aggregator, or create a whole hashtag campaign built around visuals created by fans of your brand.

The clearer you are about the type of content you wish to see, the higher the quality of the submissions will be.

Then, use your social proof on your website, your emails, your social media channels, or even your print ads to show potential buyers how awesome your brand is.

Andie Katschthaler is a freelance copywriter and consultant living in Scotland. She has been the head writer behind the blog for more than five years, helping people learn about how social walls can elevate and enrich their marketing efforts. You can connect with her on Twitter or LinkedIn.

The post How to Make User-Generated Content Work for Your Brand appeared first on Campaign Monitor.

Improve Email Performance With User-Generated Content

This is a guest post from Megan DeGruttola at Stackla.

For as much as our digital landscape has evolved over the last couple decades, email remains one of the most effective channels for marketers across all industries.

Yet every year people’s inboxes get more crowded and their brand expectations continue to grow. Not to mention that companies send more and more emails annually—and more emails means more they need more images to support that scale.

Since 65% of marketers struggle to consistently create engaging or well-designed visuals and it’s often expensive and time-consuming to do so, many have begun turning to the abundance and influence of user-generated content (UGC).

What is user-generated content?

Although you may not have heard of it, you’ve most likely created it. You know that photo you shared on Instagram from your latest trip, the unboxing video you posted on YouTube, or that picture you tweeted during the last event you attended? Those were all user-generated content.

Simply put, user-generated content is any form of content—posts, images, videos, reviews, etc.—that consumers create on social networks.

What is user-generated content? This image defines it as any form of content created by consumers online or on social media.

Put user-generated product reviews directly into your emails with Campaign Monitor Commerce.

Everything you’ve been sharing on sites like Facebook, Instagram, YouTube, Twitter, Pinterest, Weibo, and more is UGC. And you’re not the only one.

It’s estimated that 3.2 billion images are shared on social media every day—making user-generated content a goldmine of authentic and visually engaging customer experiences for brands to tap into.

Why is user-generated content so impactful?

So what is it that makes this wealth of content so valuable to marketers? UGC has proven to be the most trusted, memorable, influential, and scalable form of content.

It’s trusted.

At the end of the day, people trust other people more than they trust brands. This simple fact is the reason word of mouth has always been the most powerful form of marketing.

In today’s internet age, user-generated content serves as a digital form of word of mouth—reaching exponentially more people with the ubiquity of social networks. And, according to Nielsen Research, 92% of consumers trust earned media, like UGC, more than any other form of content.

This Stackla statistic says 92% of consumers trust earned media more than owned media.

It’s memorable.

Marketing is a constant battle for consumers’ attention.

Since it’s more challenging than ever to grab and hold people’s attention, visuals have become a crucial way for brands to cut through the online noise. Not only does content featuring relevant visuals tend to get 94% more views, but studies have also concluded that ads containing user-generated content are 31% more memorable than ads with traditional content.

It’s influential.

Engaging people is one thing, but motivating them to take a desired action is often the ultimate goal of any marketing campaign. When it comes to influencing people’s purchasing decisions, UGC is proven to be the most effective form of content.

Providing a trusted source of visual social proof, 79% of consumers say their purchasing decisions are highly influenced by user-generated content—up from 60% in 2017 (and 9.8 times more influential than social media influencers).

Stackla graph on purchasing decisions.

It’s scalable.

While creating compelling visuals is a persistent challenge for marketers, the volume and velocity needed to keep pace with an “always on,” omni-channel strategy helps to compound the issue—particularly if you’re also trying to deliver increasingly personalized customer experiences.

Meanwhile, consumers have become the world’s greatest content creators.

As I mentioned above, there are literally billions of pieces of unique consumer-created content across the dozens and dozens of popular social sites people visit every day. And consumers are adding fresh visuals to these sites daily—making UGC a self-replenishing source of authentic, trusted, and influential content.

So how can marketers begin leveraging this content to boost the performance of their email campaigns? Here are five creative ways to infuse your emails with the power of user-generated content.

1. Provide some visual inspiration.

Because visuals are so effective at breaking through the noise and staying at the front of people’s minds, they’re an incredibly effective form of inspiration for consumers. And what’s more inspirational than a beautiful travel photo?

Popular Australian airline, Jetstar, taps into the inspirational value of authentic travel visuals in their destination email campaigns, showcasing UGC from places like Singapore to help audiences discover the many attractions these countries have to offer.

Highlighting genuine and compelling photos from other Jetstar customers serves as a powerful way to spark interest and a bit of FOMO into the minds of potential travelers.

Jetstar email example with user-generated content.

2. Bring people power to promotional emails.

There are seemingly endless kinds of promotional email campaigns marketers can run to re-engage audiences and drive sales. Yet the average person receives 121 emails per day. So how can you start setting your promotional emails apart? By tapping into the power of people.

U River Cruises, a subsidiary of Uniworld, regularly runs promotional email campaigns advertising their eight-day cruise packages. Sometimes, that means offering discounted prices, but U River Cruises doesn’t stop there.

To help bring those trips to life for potential passengers, they also show—through user-generated photos and testimonials—other cruisers enjoying the scenery, food, and cultural adventures that specific trip has to offer.

U River Cruises email example with user-generated content.

3. Turn abandoned shopping carts into realized sales.

Shopping cart abandonment is a problem that plagues most online retailers. People visit your site, add some items to their online cart, then exit your site before completing their purchase.

In cases where the shopper is known, email is often the most effective way to keep those items top of mind and bring that person back to complete their purchase. But, if you’re only featuring the same old images from your product page in those emails, you could be squandering a prime opportunity to make a sale.

What if the reason they never followed through on the purchase was because your branded product images weren’t convincing enough or left them with unanswered questions about the quality or usefulness for your product?

To remedy this issue, consider pairing fresh copy with authentic user-generated content.

4. Conjure more excitement with transactional emails.

While promotional marketing emails afford a lot of space for creativity, the inherent function of transactional emails tend to favor information over flash.

But what if your transactional emails could provide customers with necessary information while also including visually appealing (and personalized) content experiences?

As one of the most trusted names in travel, Expedia is continually working to further personalize their customer communications—and UGC has been the perfect tool to help them do so.

To make their personalized travel itineraries more visually engaging and unique, Expedia Hong Kong dynamically displays relevant user-generated images alongside each of the destinations on customers’ tailor-made travel emails.

Expedia uses user-generated content in their emails to encourage travel.

By showing real photos other travelers have taken at each of the stops on the customer’s planned itinerary, Expedia provides a deeply personal email experience that helps to build excitement for the customer’s impending trip.

5. Celebrate your community of passionate fans.

Social networks have become the go-to place for people to post about the brands they love. But, to amplify the collective enthusiasm of your customers’ social posts, you need to start cultivating that community beyond social platforms.

Kmart Australia recently started “Loved by YOU,” a marketing initiative and email campaign that recognizes and celebrates their customers and the Kmart products they love.

Not only does the retailer encourage customers to share their favorite Kmart finds with the hashtag #Kmartaus, but they also then use their emails to shine a spotlight on the great content those customers create—while helping others to purchase these loved items as well.

Kmart compares product images to user-generated images.

Wrap up

Email is still one of the most powerful tools in marketers’ tool box, helping to educate, engage, promote, and sell to new and existing audiences.

Yet email marketers face a lot of the same challenges as broader digital marketing roles: a lack of compelling and unique content, an inability to create truly personalized experiences, and trouble creating meaningful connections with audiences.

User-generated content has been proven to help marketers overcome all of these email challenges in a way that’s scalable and sustainable.

On average, Stackla customers who leverage UGC throughout their email campaigns have seen a 13% average increase in email click-through rates and a 35% average increase in email conversion rates.

What would those kind of email results mean for your brand’s bottom line?

Megan DeGruttola is the Head of Global Content & Communications at Stackla, the world’s smartest visual content engine. Stackla helps marketers save time and money by fueling all their marketing activities with authentic user-generated visuals. As a marketing and social media enthusiast, Megan has a passion for telling compelling stories that educate, engage and motivate audiences.

The post Improve Email Performance With User-Generated Content appeared first on Campaign Monitor.