Boost Email Performance with User-Generated Content Strategies

How UGC can elevate your email marketing by increasing trust, engagement, and conversions—plus tips to implement it effectively.

How to Build Trust and Drive Engagement
Through UGC in Email Marketing

“People don’t buy what you do; they buy why you do it.”

— Simon Sinek, author of Start With Why

Your best salespeople? They’re not on your payroll—they’re your happy customers.

Yep, it’s true. Brands are catching on to this big shift in 2024 because people are getting more and more skeptical about traditional ads. Instead, they’re listening to voices that feel real—people just like them.

Think about it: over half of consumers (53%, to be exact) now trust online reviews just as much as recommendations from friends and family. That’s a pretty big leap compared to just a few years ago, and the trend isn’t slowing down. It’s clear—buyers today want authenticity. And nothing delivers that quite like peer-driven content.

So, it makes perfect sense that smart marketers are weaving customer reviews and testimonials into their campaigns. One of the most powerful ways to pull it off? User-generated content. Real stories, photos, and experiences from actual customers are pure gold when it comes to building trust and boosting brand credibility at every point of contact.

What is User-Generated Content (UGC)?

User-Generated Content (UGC)—ever heard of it? It’s any kind of content—whether it’s text, photos, videos, reviews, or even testimonials—that’s created by people, not brands. Think of it as content straight from the customers, fans, or users themselves, usually based on their real-life experiences.

So, why’s UGC such a big deal in modern digital marketing? Simple—it’s got that one thing that traditional content often lacks: authenticity. Instead of feeling overly polished or “salesy,” user-generated content comes across as real and relatable. It’s just people sharing their honest opinions and experiences, and that kind of genuine vibe is exactly what today’s consumers trust.

That’s why more and more brands are leaning into UGC—it’s like having your customers do the marketing for you, and they do it in a way that connects with others.

When it comes to using user-generated content (UGC) to make a real impact, RegisTeam is pretty much leading the charge. Known for their data-driven approach, this digital agency knows that UGC isn’t just a buzzword—it’s a game-changer. They actively build it into their strategic campaigns to boost credibility, spark engagement, and ramp up online visibility.

So, how do they do it? Let’s break it down.

First off, their SEO specialists are all about using UGC to boost search rankings. They know that customer reviews and Q&A content aren’t just nice to have—they’re gold for keyword relevance. Plus, search engines eat up fresh, relevant content, and UGC nails both, while also giving a little trust boost to the page.

Over on the PPC side, the team takes a similar approach. Instead of sticking to slick, corporate-looking graphics, they bring in client testimonials and user-submitted visuals. Why? Because time and again, these real, relatable assets outperform the usual stuff in A/B tests. Audiences just seem to vibe more with content that feels authentic and personal.

And let’s not forget about the social media and email marketing teams. They’re constantly finding creative ways to work UGC into their campaigns. Whether it’s reposting a customer’s photo of a product in action or weaving feedback into a newsletter, it’s all about showing real experiences. That’s how you build social proof and get people talking.

The key to their success? They don’t just slap UGC on as an afterthought. They make it an integral part of their campaign framework. That’s how RegisTeam turns everyday customer voices into some of the most powerful marketing tools out there.

Why Use UGC in Email Campaigns?

Email—it’s still the MVP when it comes to connecting with your audience. Even in 2024, it’s holding strong as one of the most effective and direct communication channels out there. A whopping 91% of marketers still rank email as their top performer, not just for nurturing leads but for turning them into loyal customers, according to Litmus. Pretty impressive, right?

To squeeze the most ROI out of email, brands are getting creative with growing their lists. They’re pulling out all the stops—gated content, exclusive discounts, newsletter sign-ups, and even digital business cards at events to grab those email addresses on the spot. But here’s the kicker: even with a solid list, cutting through the noise in a crowded inbox can feel like an uphill battle.

That’s where user-generated content (UGC) comes into play. Bringing UGC into your email campaigns is like adding a shot of authenticity that branded copy just can’t match. It’s real, it’s relatable, and it makes your emails feel way more human. Instead of another marketing pitch, it’s a real person’s story or experience. And that’s exactly what makes people sit up and pay attention.

How UGC Supercharges Email Marketing?

1. Reinforces Credibility Through Relatable Proof

These days, people are practically drowning in promotional content. So, what actually makes them stop and pay attention? One word: authenticity. Sure, a polished copy can list out product features, but nothing builds trust quite like hearing from a real, satisfied customer.

Let me give you a quick example. A startup wanted to improve their onboarding email sequence, so they tried something a little different. Instead of just talking about how great their platform was, they featured a testimonial from a small business founder who had actually used the platform to manage cash flow more efficiently. The email included the customer’s quote, their photo, and even a link to a detailed use case.

Why did this work so well? It’s all about context. The testimonial didn’t just say, “This product is great!”—it laid out the size of the business, the specific problem they were dealing with, and the tangible results they got from using the platform. That level of detail made it relatable, believable, and super relevant. The result? A 17% boost in engagement compared to previous emails that didn’t include user-generated content (UGC).

The takeaway here is pretty clear: when you use authentic, well-contextualized customer feedback, it doesn’t just back up your message—it makes it stronger. Real stories from real people just hit differently.

2. Sparks Better Interaction with Visual Authenticity

There’s something about user-generated visuals that just feels more real than the usual brand-produced stuff—and audiences pick up on that.

Here’s a great example: A brand launched a campaign for a new product line and decided to showcase customer selfies using the items in everyday settings. They tested this version against one with sleek, studio-shot images, and the difference was pretty striking. The UGC version racked up 41% more clicks and saw a 20% increase in email shares. People just couldn’t resist the authenticity.

And it’s not just product shots that benefit from this approach. Another winning move? Embedding a real customer’s screen-recorded walkthrough in a “getting started” email. The vibe was casual and unscripted—more like a friend showing you how to use the product than a polished tutorial. That relatable, down-to-earth feel paid off big time, doubling the open and engagement rates compared to the previous, more formal version.

The takeaway? When it comes to visuals, real beats are perfect. Audiences just can’t help but connect with something that feels genuine and approachable.

3. Inspires Ongoing Contributions from Your Community

Here’s the cool thing about using user-generated content (UGC) in your emails: it doesn’t just make your content more engaging—it inspires more people to get involved.

When you feature real customers, you’re saying, “Hey, we value your voice!” That kind of recognition makes others want to jump in and share their own experiences, too. It’s like a ripple effect—one happy customer leads to another, and suddenly, you’ve got a community that’s actively participating.

Bottom line? Showcasing UGC isn’t just about boosting your content—it’s about building a culture where your audience feels seen and appreciated. And that’s the kind of energy that keeps people coming back.

RegisTeam often includes subtle nudges like:

“Got a success story? Share it with us for a chance to be featured next!”

This participatory approach creates a cycle: real users submit content, which fuels future campaigns, building a more vibrant and engaged audience over time.

UGC doesn’t just complement your email strategy—it transforms it. From humanizing your message to triggering higher interaction, real voices carry more weight than polished taglines. If you want emails that convert, amplify your customers’ experiences—they’re your most credible storytellers.

Why UGC Belongs in Your Email Strategy?

1. Establishes Authentic Connection

Today’s audiences are savvy—they’ve seen every sales tactic in the book. What cuts through? Proof from real people.

Rather than leaning solely on benefits-driven copy, smart marketers now inject user testimonials and reviews into emails. A software company, for instance, saw a 17% increase in user engagement when it swapped generic bullet points for a verified customer quote featuring the client’s full name, title, and a link to their case study.

When recipients see someone like them endorsing the product, skepticism drops, and credibility rises.

2. Boosts Interactivity with Peer-Driven Content

Visual UGC, such as user-submitted photos or clips, offers a more down-to-earth, relatable touch than glossy brand media.

In one lifestyle campaign, an email featuring a customer’s snapshot of a product in use drove 23% more opens and 41% more click-throughs than its professionally styled counterpart.

Another example: A health brand added a brief video review from a customer to its introductory email. The video, shot on a phone, unrehearsed, showcased real benefits in a real voice. That small tweak led to double the email engagement compared to previous versions.

3. Encourages Continuous Community Content

Here’s the thing about user contributions—they can take off if you just give them a little nudge. Sometimes, all it takes is a simple prompt like, “Want to be featured? Reply with your story!” That little invitation can spark a chain reaction.

Not only does this keep your content pipeline flowing, but it also transforms passive users into enthusiastic brand advocates. The best part? You end up with more authentic content to share, a stronger sense of community, and a steady feedback loop that feeds right back into your future campaigns.

It’s like planting a seed—give people a reason to share, and you’ll be surprised at how it grows.

4. Increases Conversions with Social Validation

When people see others benefiting from your offer, they’re more likely to act. UGC bridges the gap between curiosity and commitment.

A home decor brand included before-and-after photos from a customer’s space in a promotion. Compared to a traditional “features-focused” email, the version with UGC drove 32% more purchases.

In another example, a travel platform featured a candid quote and photo collage from a recent tour participant. The authentic tone helped drive a 21% increase in bookings within days.

5. Cuts Costs, Not Quality

Collecting user-generated content (UGC) isn’t just smart—it’s super efficient. Why spend big bucks on production when you can tap into content that’s already out there, shared by your own audience?

Take this one SaaS company, for example. They cut their campaign budget by 40% just by swapping out a pricey explainer video for customer-submitted screenshots and blurbs. Way more cost-effective, and honestly, it felt more authentic too.

And it’s not just SaaS companies catching on. A fashion retailer recently put together a shoppable email entirely from tagged customer Instagram posts. The result? A 25% jump in click-throughs, with zero production costs. Can’t argue with numbers like that!

At the end of the day, UGC makes email marketing more persuasive, more affordable, and more human. When you highlight real experiences, you’re not just marketing—you’re connecting. And that connection? It’s what turns clicks into conversions.

How to Encourage and Collect UGC?

To fully unlock the potential of user-generated content, brands need a clear strategy for actively encouraging, collecting, and curating UGC. The goal is to make it easy—and rewarding—for customers to share their experiences. The method you choose should align with your audience behavior, content formats, and the platforms your brand already uses. Different approaches will be more relevant depending on your niche, but nearly every industry can find value in UGC when it’s gathered intentionally.

Below is a detailed breakdown of various methods for collecting UGC, examples of how to use it, and the industries where each method is especially effective:

When it comes to encouraging user-generated content (UGC), it’s not just about saying, “Hey, share your stuff!” You’ve got to make it easy, fun, and worth their while. Whether it’s a quick email prompt, a catchy branded hashtag, or something more planned out, like a giveaway or a loyalty program, every little interaction can be a chance to spark some real, authentic content.

The trick? Consistency. You’ve got to have a clear plan for how you’re going to collect, credit, and reuse that UGC across your channels. It’s not just about getting content—it’s about building a system that keeps it flowing.

And here’s the real win: when customers see how easy and rewarding it is to share their experiences, they’re way more likely to keep doing it. You’re not just enriching your email marketing—you’re building a community of loyal, engaged advocates who are excited to be part of your brand’s story.

Effective Strategies for Incorporating User-Generated Content into an Email Marketing Campaign

User-generated content (UGC) isn’t just a nice add-on anymore—it’s a must-have in modern email marketing. In a world where trust, relevance, and authenticity make all the difference, UGC helps brands connect with their audiences on a deeper, more genuine level.

Think about it—people are way more likely to pay attention when they see real stories from real customers. That’s why UGC isn’t just a tactic; it’s a strategic asset. It’s what turns your emails from just another marketing message into something that resonates.

To fully leverage UGC in your email campaigns, consider these proven strategies:

• Start with a clear objective: Are you aiming to build trust, drive conversions, or boost engagement? Define the goal, then choose the right type of UGC—whether it’s testimonials, reviews, photos, or videos.
• Curate and personalize: Select high-quality, relevant UGC that aligns with the customer segment receiving the email. Personalized content—especially when paired with names, faces, or real stories—adds credibility and improves performance.
• Integrate visually: Use user photos, quotes, or videos as featured content blocks. Pair them with compelling calls-to-action to guide readers toward the next step.
• Embed UGC in automated flows: Incorporate customer reviews and success stories into onboarding, cart abandonment, product recommendation, and post-purchase sequences for consistent reinforcement of social proof.
• Encourage ongoing contribution: Prompt users to share their experiences through email follow-ups, incentives, or interactive content, creating a continuous loop of engagement and content generation.
• Maintain authenticity: Always credit users, use real names when possible, and avoid over-editing. The value of UGC lies in its genuine nature—preserve that.

When you use user-generated content (UGC) the right way, it’s not just about making your emails look better or feel more relatable, it boosts performance across the board.

We’re talking higher open rates, more clicks, better conversions, and stronger customer loyalty. Why? Because UGC brings that human touch that today’s consumers are craving. It’s not just marketing—it’s connecting. And that’s what makes all the difference.

The most powerful voice in your marketing is already out there, it’s time to put it in the inbox.