UGC Email Strategy: How to Collect, Pitch, and Showcase Authentic User Content in Your Campaigns

Estimated reading time: 7 minutes

Consumers are increasingly skeptical of polished ads and gimmicky messaging, but they trust peer voices. This is precisely why user-generated content (UGC) has become such a powerful marketing lever. But many brands assume that UGC belongs strictly on social media. The reality? UGC and email marketing can be a potent combination.

When integrated well, UGC within your email programs can boost engagement, social proof, click-throughs, and conversions. Yet figuring out how to collect, pitch, and incorporate UGC via email is what separates effective marketers from the rest.

Why UGC and Email Belong Together

Before you dive into tactics, it’s worth understanding why UGC adds real value to your email strategy:

• Trust & social proof: UGC feels more authentic than brand messaging, so it builds credibility and lowers friction for purchase decisions.
• Cost efficiency: Rather than creating all your own content, you leverage what users already produce, less budget for content creation.
• Engagement & novelty: Subscribers are bombarded with promotional messaging; by weaving in real voices and stories, your emails stand out.
• Scalability: Once you establish workflows for collecting UGC, you can continuously repurpose content across email, web, social, and more.
• Two-way interaction: Email can be both a distribution channel for UGC and a source for collecting new UGC from your audience.

Given those benefits, let’s walk through how to build a UGC email strategy that actually works.

4 Steps to Incorporate UGC Into Email Marketing

1. Show your customers (in emails).

One of the simplest but most effective approaches is to repurpose UGC already created elsewhere, social media posts, reviews, unboxing photos, video snippets. Insert that content directly into your newsletters, product emails, or cart abandonment flows. This could include:

• Customer photos or videos using your product
• Quotes or testimonials (“real customers say…”)
• Snippets from reviews
• Before/after images submitted by users

When embedding UGC, ensure quality control (resolution, branding, formatting) and always obtain permission. Use visual content when possible; if video file size is too big, convert to short GIFs or link out to the media.

2. Run a hashtag campaign (and prompt via email).

Use a branded hashtag campaign to spark UGC creation. You can prompt your email subscribers to participate by:

• Announcing the campaign via email to your ugc brand email list
• Including a clear call-to-action (CTA) to post content with the branded hashtag
• Offering a giveaway or incentive for participation
• Featuring past submissions as examples to inspire others

This email-to-social feedback loop helps feed your content reservoir while giving your community a voice.

3. Use customer testimonials and stories.

Encouraging users to share personal stories about how your product or service helped them unlock value is a powerful UGC tactic. You can run this in an email by:

• Sending a ugc email pitch to recent customers, asking them to tell their story
• Embedding micro-testimonials in transactional emails (post-purchase, follow-up)
• Featuring longer user stories in dedicated email newsletters

Be explicit in what you’re asking for (“How has this helped your morning routine?”), and make it easy via a short form or direct reply.

4. Ask your email list to contribute to UGC.

Don’t wait for users to spontaneously produce content; proactively request it via email. Many brands neglect to use their email channels for UGC collection. To launch this:

• Segment your ugc brand email list for recent buyers, loyal customers, or high-engagement users
• Craft a persuasive ugc email template or outreach asking for a submission
• Highlight incentives (spotlight, discount, feature)
• Provide clear instructions and examples
• Make it easy (link to a form, let them reply directly, allow media uploads)

Over time, you can embed UGC submission into your regular email cadence (monthly “share your story” asks).

How to Collect UGC via Email 

To maximize success, follow these guidelines:

1. Set SMART goals.
   Be clear: Do you want 50 new photo submissions? 20 video reviews? 100 testimonials? Having measurable goals helps you track success and optimize.
   
2. Personalize your outreach.
   Use merge tags (first name, order details) to make your ugc email pitch feel tailored. Personalization boosts open and response rates.
   
3. Be specific in your ask.
   Don’t leave it open-ended. Say exactly: “Please send a short video (15–30 sec) showing how you use the product.” Sharing sample UGC helps, that’s where ugc email examples come in.
   
4. Offer clear value.
   Why should someone take the time? Offer rewards like a discount, being featured in your newsletter, or entry into a drawing.
   
5. Make submission frictionless.
   The fewer steps, the better. Use direct reply emails, embedded upload forms, or simply ask users to post with a hashtag. Avoid requiring users to jump through hoops.
6. Follow up & gentle reminders.
   Many people intend to respond, but forget. A friendly follow-up reminder (a few days later) can boost your collection rate.
   
7. Get permission & rights.
   Always ask users to grant permission to use their content. You can include a waiver or “by submitting, you grant us permission to republish” in your email or on the submission form.
   
8. Show appreciation and reciprocate.
   Thank contributors publicly (in email, social) or privately (personal thank-you email, small gift). That strengthens your community and motivates future contributions.

UGC Email Templates & Pitch Examples

Below are several ugc email pitch examples and ugc email templates you can adapt to your brand voice.

Hashtag Campaign Participation Template

Subject: Join Our #MyBrandMoment Campaign!

Body:

Hi [FirstName],

We’re launching our #MyBrandMoment campaign and would love for you to participate!

How to join:

1. Snap a photo or video of you using {{ProductName}}

2. Post it on Instagram (or your favorite platform) with #MyBrandMoment
3. Sit back, we’re choosing our favorites to feature in upcoming emails and on social

As a thank you, selected participants will receive 10% off their next order and a chance to be spotlighted.

Can’t wait to see your creativity!

Best,
The [BrandName] Team

Personal Story/Experience Request Template

Subject: Your story matters. Could you share yours?
Body:

Hi [FirstName],

You recently purchased [ProductName], and we hope it’s brought joy (or solved a challenge!) in your life. Would you be open to sharing a bit about your experience?

We’d love to feature your story in our upcoming newsletter and on social media, helping others see real-life impact.

Click here to fill out a short story form (just a few questions): [StoryFormLink]

Your voice can inspire others, and we’d be deeply grateful to include you.

Warmly,
The [BrandName] Team

Testimonial Request Template.

Subject: Let your voice be heard, share your feedback
Body:

Hello [FirstName],

Thank you for choosing [BrandName]. We hope you’re loving your recent purchase of [Product/Service].

Would you spare a minute to leave a short testimonial? Your feedback not only helps us improve but also helps others make confident decisions.

Share your thoughts here: [TestimonialLink]

As a token of appreciation, we’ll include a 15% discount on your next order.

Thank you for being part of our community.

Best regards,
[YourName/Team]

Tip: When using links in emails, it’s important to check if any of them are broken. With GlockApps’ comprehensive toolkit, you can get an analysis of your content, including images, links, and HTML.

How to Use Those UGC Emails in Campaigns

Once you have UGC in hand and some templates ready, here’s how to weave them into your campaigns:

• Welcome series/onboarding emails
  Insert UGC early to build trust with new subscribers. “Here’s what real customers are saying…”
• Promotional emails/launches
  Use photos, testimonials, or short stories to boost credibility around new products.
  Cart abandonment or browse abandonment flows
  Include a user photo or quote (“I almost skipped this, but I’m so glad I got it!”) to nudge conversion.
• Post-purchase/review request emails
  After a purchase, send a ugc email pitch asking the customer to submit media.
• Monthly newsletters/roundups
  Dedicate a section to “Customer Spotlight” or “UGC of the Month” to keep momentum going.
• Re-engagement/win-back campaigns
  Remind inactive users by highlighting community content as social proof.

Common Pitfalls & How to Avoid Them

• Vague asks: If you don’t specify the format, length, or medium, people will either not submit or send unusable content. Be crystal clear.
• Too much friction: Don’t make them click through multiple pages or log in, enable direct reply or simple uploads.
• No incentive or recognition: People are more likely to create UGC if they see a benefit (exposure, reward, being featured).
• Ignoring rights management: Always get explicit permission to republish content, and retain usage rights.
• Overusing the same UGC: Spread out usage so contributors feel valued and content remains fresh.
• Not tracking email deliverability: Without testing email deliverability, all that work would go in vain. Test it with the essential tool GlockApps.

Conclusion

By combining authentic voices with your email campaigns, you can boost trust, engagement, and conversions. Over time, you’ll establish a sustainable loop: your emails source content that fuels your future campaigns.

Get creative, stay consistent, and always make it easy (and rewarding) for your audience to participate. The more genuine stories and visuals you collect, the richer your brand narrative becomes.

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