We don’t mean to sound harsh, but your emails aren’t just about you.
Yes, your messages are about your brand and products. But what you say about your products isn’t always the most powerful way to sway never-buyers or bring back wavering customers.
Hearing from fellow customers is much more compelling. That’s why your email message cycle should mix in regular doses of customer content such as reviews, testimonials, photos, videos, and social posts.
Note: The popular term for this is “user-generated content,” but we prefer our version because it stays focused on who is generating that content.
The statistics supporting customer content are pretty compelling:
- Bringing customer voices, images, and comments into your email content can more than double your conversion rate.
- 87 percent of consumer brands use it
- 70 percent of consumers read customer reviews before buying
These four tips can help you use customer content successfully to add authenticity, build community, and strengthen your connections with your audience.
1. Customer content adds authenticity
Reviews show products in real life.
Customer content enhances the intimacy of the inbox by adding a layer of authenticity—real people endorsing your products. You can add authority by mixing customer endorsements with third-party reviews, as Fully does here.
But you need to approach the review request strategically because you’re asking people to spend time on something that will mainly benefit your brand. Emphasize how submitting reviews can help other customers—that can deliver persuasive comments. Get ideas from the review-request emails in MailCharts’ purchase journeys.
2. Customer content boosts social proof, too
People buy from other people.
They also want to be sure they aren’t buying the wrong thing or using it the wrong way. Your style or use guides are one source of information, but seeing customers endorse and use your products is a powerful persuader, too.
Customer content is so flexible. Add a dynamic module that automatically pulls a fresh comment or review into your regular email template, or devote a whole email to your raves. Start with a catchy subject like this one from Purple Carrot: “Okay, but is Purple Carrot even good?”
Want more inspiration? Check MailCharts’ Social Proof email example list. You’ll find dozens of email examples from top brands like HOM Furniture, 1-800-CONTACTS, and more.
3. Invite customers to contribute
Show them what’s in it for them.
Those enthusiastic comments don’t write themselves—tell your customers how to contribute. Loverboy sends “You + Loverboy” emails that feature customers drinking the brand’s line of hard teas and cocktails and also explain how to get featured.
Remember: When they look good, you look good. Share tips and tricks to help customers send in more valuable content. That helps your customers and burnishes your own authenticity and authority. SIO Beauty‘s email shows you how.
4. Customer content in winback emails? Absolutely.
Induce a little FOMO.
This email from The Body Shop is genius because it uses data from customer reviews and adds images to populate its winback messages and remind potentially churning subscribers what they’re missing.
To see even more examples of successful user-generated content, sign up for a free MailCharts account today.
