User generated content. Photos, videos, reviews, or testimonials created by customers, usually in the context of its reuse by the brand for marketing purposes. UGC is valuable for e-commerce businesses, particularly in the context of product pages and email marketing strategy. It provides authentic proof of customer satisfaction and product use.

In a Shopify store, incorporating UGC on product pages or social media builds trust and encourages purchases. Extending this to email marketing with Klaviyo, UGC can enhance your campaigns by adding authenticity. Including customer reviews in product promotional emails or featuring user photos in newsletters not only boosts engagement but also showcases real-life applications of your products. This strategy creates a relatable, community-driven feel, making your marketing efforts more effective and personal.