Ongeacht hoe groot of klein uw bedrijf is, of de service of het product dat u aanbiedt, u hebt fans die houden van wat u doet. Die klanten, ambassadeurs, merkloyalisten - hoe je ze ook noemt - kunnen geweldige leveranciers zijn van sociaal bewijs voor je merk. Dit betekent dat de inhoud die ze genereren, van lovende recensies tot Instagram-berichten, je kan helpen opvallen en groeien. Vooral wanneer gebruikt in e-mail! Door gebruikers gegenereerde inhoud in e-mail wordt op steeds creatievere manieren gebruikt en we zijn dol op de verscheidenheid. Laten we vandaag eens kijken hoe merken door gebruikers gegenereerde inhoud (UGC) in e-mail gebruiken en krijg je ook tips over hoe je dat kunt doen!

# 1. Werk die 5-sterrenrecensies

Een van de meest voorkomende manieren waarop merken gebruikmaken van door gebruikers gegenereerde inhoud in e-mail, is door geweldige recensies te geven. Er zijn talloze manieren om dit te doen! Hier zijn enkele van onze favoriete ideeën.

Glossier: handige enkele productfuncties

De marketing meesterbreinen op Glossier functie recensies in e-mail vaak, en niet op manieren die u zou verwachten. Dit is een recente e-mail met een eenvoudige inversiepiramide-indeling gevolgd door een overtuigende recensie van de gebruiker.

Als u een beoordeling krijgt die zo geweldig is - wie kan klagen over een productrecensie met het woord 'magie'? - het is waarschijnlijk effectiever op zichzelf, dan in een lange e-mail met meerdere beoordelingen. Super korte e-mails zoals deze zullen eerder worden gelezen dan langere e-mails. Je kunt er ook voor zorgen dat lezers echt het bericht krijgen.

Still, in another creative testimonial-style email, Glossier collaged together users’ feedback in a marketing campaign for the brand’s first fragrance, Glossier You.

The reviews even pop up in animated form (actually, they literally look like pop-up windows)—here’s the GIF:

It’s no easy feat to get customers to buy a perfume online. After all, they can’t smell it through their computers. Glossier needs all the social proof it can get to pull this off, and user-generated reviews are powerful!

Coastal and Nisolo: Multiple-product reviews in a modular design

Here’s another review-based email from Coastal, the eyeglasses brand. It’s a lot longer and less flashier than the Glossier emails. Instead of featuring one product, the brand shows reviews of multiple frame types.

Coastal even adds the corresponding pair of glasses per review, and each one also has its own CTA button. That way, readers can go straight to the landing page of the product that catches their eye. Nisolo takes a similar approach in this z-pattern review email:

Brooklinen: Only the funnies!

You don’t have to curate user-generated content based on products alone. Instead, you can curate by reviews. And not just by the best reviews, but by the funniest ones! This is what Brooklinen does in this clever LOL-worthy review-driven email.

#2. Point out what’s bestselling, trending, or most-liked

Another way to use user-generated content in email is to check out the data you have. What’s always selling out, or being clicked on, or being shared? Use the data you already track to share what other customers love.

Madewell: Triple threat—what’s best-selling, what the reviews say, and how to share

This email from Madewell incorporates three types of UGC. First, it features a best-selling sweatshirt. Second, it includes reviews of the sweater. And third, there’s also a content block with a customer’s Instagram snap, encouraging customers to share their own images with a hashtag.

Society6: Tally up the likes

Society6 sells art. They could tell you which art is a best seller. But instead, this email points out which art is most liked on Instagram. Why? Likely because the objective of this email is to generate an uptick in followers online (vs. strictly to sell art). UGC can be used in multiple ways, and showing “likes" is an example of how the process can be used to drive readers to social media account(s).

#3. Let an Instagram photo speak 1,000 words

Instagram photos posted by customers—ones that @-tag your brand, use a brand hashtag, or tag your company/store location—are popular sources of user-generated content in email. That’s because Instagram is teeming with beautiful images of your product/service/store, all taken by loyal customers! The social proof doesn’t get better than that.

Are there rules about sharing user-generated pictures and posts?

Social media is changing and evolving all the time. It’s surprisingly difficult to find agreed-upon rules for sharing user-generated content. We’re not experts, so you may want to consult with your lawyer or legal team about using UGC. From what we can observe, in most cases, brands are almost always sure to give credit. It might also be wise to make sure the user’s account is public, so you know the published image is already available to everyone for viewing. Or, make sure to ask permission, which multiple sources indicate is a best practice and a way to be in compliance with rights management. Just do your due diligence when it comes to legal research first!

Allbirds: Color-blocked photo grid

We love this color-driven photo block grid from shoe brand Allbirds. Curated by users who wear a specific color of shoe—Natural White—the email showcases three beautiful Instagram posts, giving credit to each user.

(Note: It’s always possible photos like these come from influencers or brand ambassadors who have an agreement with the brand. They could be compensated in some way to share and tag beautiful images of Allbirds shoes in action. Since we’re not behind the scenes, we can’t be sure that’s the case, but it’s certainly one strategy we know brands use!)

West Elm: Location + product driven curation

When West Elm promoted a recent sale on rugs, UGC from Instagram made a darling from-where-I-stand photo gallery. Instead of tagging images with the photographer’s username, the tags are store locations.

Verzamel je beste user-generated content in e-mail en ga Pro!

Door gebruikers gegenereerde inhoud in e-mail is een krachtige tool voor elk merk! Maar het helpt echt om ervoor te zorgen dat UGC-gestuurde e-mail ook prachtig is ontworpen. Ga je gang en ontwerp je eigen UGC-e-mail in onze eenvoudig te gebruiken BEE-editor met slepen-en-neerzetten in enkele minuten. Geen HTML-kennis vereist, en uw e-mail zal mobiel reageren. Meld u aan voor een  BEE Pro gratis proefperiode  en u bent onderweg!

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