Email idea to steal--user-generated content

Nearly every online shop now collects user reviews from satisfied, and sometimes not so satisfied, customers. Once the reviews are published on the site, what then?

Cashmere apparel cataloguer Brora has great idea for using online reviews to keep in touch with its customers by email. The “Brora Customer Favourites” email featured 10 items from the Brora collection that have attracted glowing references from customers. And it’s an easy idea to steal. Simply select a few of your best-selling items, or the ones with the best reviews—the copy has been written for you.