If you struggle to find fresh content for your emails, don't worry, you can gather more UGC using email and keep your campaigns vibrant. Images, product photos and customer reviews are some of the things brands struggle with most. Even brands with hundreds of product images find that, after a while, they start running low.
The fear of recycling imagery can become stressful, and it's hard to build unique, eye-catching emails when your graphics start feeling static. But if you don't have the time (or budget) to keep producing product imagery, what do you do? The answer is simpler than you'd think. Ask your customers to help out.
Why does it work so well? Because the content feels more real, attainable and achievable. And thankfully, with the right flows, you can gather it consistently. Here's how.
The ask: how to get more customer content
Some standout customers will send images the moment they receive your product, especially if they love it. But that isn't every customer. Some need a push, and asking in your emails is one of the best ways to give it. There are two main approaches:
The simple tag
A quick "tag us on Instagram" with a link to your profile. It helps customers feel like micro-influencers and costs you nothing to run.
Upload for a reward
Ask for an upload via a link or survey (tools like Typeform work well), then instantly send a discount or gift. Or run a monthly competition where a photo is the entry.
Try various methods with your database until you find what sticks. Every customer responds differently, so testing is critical.
The best flows to ask in
A UGC request can be a forward ask, even with a discount or prize attached, so you don't want it in every email. Request it strategically, at a point where the customer can genuinely offer support. You wouldn't ask someone who hasn't purchased, or who only just bought, it can make you seem more interested in their transaction than their experience. These flows already assume at least one past order:
Post-purchase flow
The prime spot. A repeat customer has likely photographed your product on arrival, so they can share while they wait for the next order.
Review flow
They're already reflecting on their experience, so an image request fits naturally alongside the review.
Purchase anniversary flow
A year on, they've had time to enjoy and photograph the product. A warm moment to ask.
Winback flow
Re-engaging a lapsed customer who has bought before, so the ask still lands on someone with real experience.
Consider your demographics
Some products aren't for heavy social media users. For those audiences, sharing on Instagram won't be feasible, so you won't generate much UGC there no matter how good the ask. Instead, lean on email replies or survey submissions to get the results you're after.
Testing is everything. Split your audience and compare where the best content actually comes from before you commit to one method.
Comparing the two gives you the most genuine understanding of where you'll generate the best UGC in the long run.
Your happiest customers are your best content creators. You just have to ask.
Let's keep your campaigns vibrant.
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