Content Marketing

Supercharge Email Marketing with User-Generated Content

By Team #ARM Worldwide
August 28, 2024

Capturing the right audience at the perfect moment and creating impactful connections is the very foundation of effective marketing. To truly stand out, these connections must be interactive and spark engaging dialogues that hold attention. When talking about email marketing, it's about crafting a seamless experience where recipients can engage with content, complete surveys, watch videos, and even make purchases directly within the mail. Mediafly reports that interactive content boosts engagement by 52.6% over static content, with users dedicating 13 minutes on average. To attain this kind of efficient participation, marketers can introduce interactive elements within emails and embrace innovative designs that allow recipients to interact directly, scrapping the need for redirection. Yet, will interactive elements be sufficient to hold the audience's interest consistently? Perhaps not in the long term. To make it more impactful, it is necessary to make it about the audience themselves. And that’s where brand user-generated content (UGC) comes into play. User-generated content, which is directly generated by consumers over multiple channels and platforms, can significantly enhance the success of interactive email marketing strategies by adding authenticity and credibility.

UGC, Interactions, and Brand Impact

The value of UGC comes from its originality when created or submitted by consumers of a particular brand. In most cases, these diverse formats of content, ranging from images, videos, social media posts, reviews, or testimonials, are the most effective content for organisations to use. Numerous popular brands have already leveraged their potential and have extensively applied them to get the best out of their email marketing campaigns. Some of these are:

Nykaa’s Beauty Community: Nykaa cultivates engagement through its Beauty Community initiative by encouraging customers and real users to share their makeup looks, skincare routines, and product reviews on social media using specific hashtags. Nykaa selects compelling photos and customer testimonials to feature in its email newsletters, and this strategy effectively strengthens connections with its audience while showcasing authentic experiences and endorsements.
#MyMyntraLook: In a bid to engage its audience, Myntra launched a compelling campaign encouraging customers to show themselves wearing Myntra products on social platforms. Users could tag Myntra and be featured on their website and email campaigns. This user-generated content not only serves as a vibrant source of style inspiration for other shoppers but also effectively amplifies Myntra’s product visibility.
MakeMyTrip’s Travel Diaries: MakeMyTrip encourages travellers to share their vacation photos, travel tips, and destination recommendations on social media platforms, tagging MakeMyTrip’s official accounts. They then curate these posts and feature them in their email newsletters, inspiring subscribers to plan their next trip and book through the platform.

Elevating Engagement with User-Generated Content

A study by IMRG revealed that 73% of online shoppers have been directly influenced by user-generated content, including imagery shared on social media, when making an online purchase decision. Keeping this in mind and tapping into its potential, Amazon India developed a campaign that aimed to encourage customers to collectively engage in reducing packaging waste. The concept aimed to encourage consumers to adopt recycling habits, engage with the #PledgeToReuse initiative, and explore the additional value of an Amazon delivery box by transforming it creatively instead of simply disposing of it. Participants were committed to the cause through social media involvement and a contest showcasing their imaginative repurposing of the boxes. With thousands of posts, hashtags getting on top of trends, and the multitude of ideas with which the users engaged led to the campaign's success. The execution offered insightful strategies that, when leveraged in any other campaigns of a similar nature, can bring impressive results. With thousands of posts, hashtags, and the multitude of ideas with which the users engaged, the campaign resulted in success. The execution offered insightful strategies that, when leveraged in any other campaigns of a similar nature, can bring impressive results. Some of these include:

Utilising Interactive Content

Incorporating interactive elements such as polls, quizzes, product recommendations, leaderboards, and puzzles in the email newsletter can engage subscribers and gather insights into their preferences.

Make it Easy:

Marketers should make sure that consumers can submit or upload their user-generated content with clear instructions. Users should also have multiple ways to share their content through social channels and direct uploads to the website. The terms and conditions must also clearly be signposted for the participants.

Add User Success Stories:

Using UGC photos and testimonials will go a long way in building trust and credibility with the audience. Highlighting positive experiences would inspire consumers with confidence and increase engagement.

Introduce Contests and Challenges:

Another way to increase interactions is to create an opportunity for customers to participate in brand—or product-related engaging challenges and win prizes. Further, featuring the best submissions and including a voting system would increase the chances of engagement.

Feedback Integration:

Engaging the audience in product development or decision-making processes through email requests for ideas, feedback, or suggestions can make them feel included and effectively maintain attention. By acknowledging their input, brands not only foster a positive reputation but also establish a sense of inclusivity and transparency. This collaborative approach strengthens customer loyalty and cultivates a community that feels valued and heard.

The Way Forward

As technology evolves and email marketing automation advances, alongside the increasing emphasis on hyper-personalisation, numerous trends sculpt the future of interactive email marketing. This future entails a seamless integration with social media platforms, fostering deeper connections and wider reach across various digital channels. For marketers to thrive, it is imperative not only to implement multifaceted strategies but also to remain aware and adaptable to emerging trends. By keeping up with the latest developments and actively incorporating innovative approaches, businesses can harness the full potential of interactive email marketing and user-generated content, creating truly immersive and impactful experiences for their audience.