Marketers today are faced with the dilemma of trying to reach consumers who increasingly trust one another more than they trust marketing.  While less than 5% of Internet users regularly turn to social networks when making purchase decisions, over 70% of UK online shoppers seek customer ratings and reviews. This is a clear indication that if you want a social strategy to deliver return on investment, user-generated content (UGC) on your Web site is the place to start. Email marketing and social commerce are closely linked as email campaigns help drive review volume and UGC helps boost open- and click-through rates. In this article, Håkan Thyr, International Partnerships Director at Bazaarvoice, provides you with four top reasons why user reviews are a must and gives examples of how to integrate email into your customer review program.