Testimonial Emails and Why Your Business Needs Them

You know that testimonials can have a massive impact by influencing potential customers who do business with you. But knowing how to get a testimonial or review is not always that simple. That is why we created this guide, to provide you with the information and tools you need to effectively solicit customer testimonials and generate a series of compelling compliments.

Testimonials and social proofs are valuable marketing materials and usually don’t get the attention that they deserve. Although your marketing team wants to display product reviews and customer testimonials on your website, in the end, only a select number of users can see and interact with them. Why not up your game and add them to your email marketing messages? 

This doesn’t mean adding comments at the end of each article, that won’t do you much good. This guide will discuss why you need testimonials in your email marketing, how to get them, and how to make them work for you. 

Companies and their marketing teams already know the importance of user reviews and testimonials for acquiring new leads and conversions. However, many of them are more familiar with the traditional way of sharing thoughts: online through star ratings and occasional customer input.

These consumer reviews and testimonials help spread the visibility of your products and services to those who have chosen to follow you. Of course, you can talk about how good your product is, but why not let your happy and satisfied customers do that for you? This will not only help build trust between you and your readers, but it will also help you develop your reputation. How is this accomplished? The proof is in the pudding, and the reviewer proves that you have something better to offer.


  • How to request testimonials 

Email is just one of the effective ways to request testimonials. Every business is different. We have broken down the different ways to request testimonials to help you find the best option for your business and customers.


  • Email

Email is the fastest and most effective way to request testimonials. If you set up a landing page to collect testimonials, you can then include the link in your campaigns. This will take your customer directly to the landing page, taking the guesswork out of where to leave a review. 


  • SMS 

Customers receive dozens or even hundreds of emails every day. You can convey your information more effectively through SMS campaigns. Since most customers now use smartphones, you can still send customers directly to your landing page. 


  • Links on your website

Links to the review page on your website can remind customers that they can provide a testimonial for your business. Consider placing this link on the homepage’s sidebar, on your blog, or your contact us page. This can be a gentle reminder to leave a testimonial.


  • Social networks

Social networks are an effective way for many companies to keep in touch with highly connected audiences. If you often interact with customers on social media, you should consider making a testimonial request on your favorite platform. 


  • Testimonial request email template

To collect testimonials successfully, we recommend email marketing as a crucial part of your campaign. Whether you set up email drips for all new customers or have a dedicated sales team to contact customers after sales, email is a powerful tool to help you collect testimonials. Take action! Here are some examples of effective testimonial request emails.


Professional email method:

If your company’s customer base consists primarily of professionals, such as lawyers, this method is suitable for you. Ask your company’s CEO to send a personalized email asking for a testimonial. Take some time to add some custom details to the email and include a link to the submission form or the submission form’s web page.

  • When to use

Getting a testimonial is not the biggest obstacle; it is overcoming your customer’s busy day asking them to leave a review. It’s best to send this testimonial request email after work hours, as the projects and the work you have done are still fresh in your memory. If you have some final details to complete, you can send this email before the conversation is over and the email is forgotten. 

  • How it works

This email is timely, courteous, professional, and short. Explain what you intend to use the testimonial for, how to submit it, and how long it will take. By mentioning your work, you can personalize the application and highlight a job well done. Before sending this email, you can check the customer’s reaction to your work, and whether they will give you a positive opinion, so you can easily filter their responses.


Casual conversation emails:

If your team often interacts with customers through email conversations, a more informal approach would be better. Provide your team with a link to your submission form or web page so that they can submit an informal request when the conversation reaches that point. Make sure your team is prepared with the right tools and questions, which will enable you to collect customer reviews at the best time when the customer has already had a conversation with your team members.

  • When to use it 

Knowing how to request testimonials is especially difficult if you don’t often interact with customers yourself. The main advantage of this email is that anyone can use it, from your sales team to the potential customers of the project or anyone who knows your customers best. It can also be used at any time with the consent of the customer. 

  • Why it works

Personal relationships are usually a critical but self-evident part of the customer’s actual purchase. Although customers may not have a vested interest in the company’s reputation, their relationship with a salesperson or project leaders can go a long way. This email is informal and conversational, so it is suitable for communication between current contacts and customers.


After-sales emails

Your business is essential; creating automatic after-sales email requests for testimonials is an excellent way to reach customers. When a customer purchases a new product or accepts your company’s services, the first 2-3 days after that are the best time to reconnect and get testimonials. This is an excellent example of a testimonial request email. It is perfect for your automated testimonial collection process.

  • When to use it

Slide this email into your automated shopping track to get testimonials immediately after the sale. If you sell products rather than provide services, slightly change the wording of the first sentence. 

  • Why it works 

Knowing how to ask for a testimonial usually means asking more than once but not appearing aggressive. When added to an existing post-purchase email, this quick follow-up email does not require maintenance but will additionally remind you where and how to add the testimonial letter.


After the upsell 

If your customers start buying small things, they may not have sent letters of testimonials. However, if you continue to retain customers and upsell purchases, they may return for larger purchases. Now that your customers are more familiar with your work, they are more likely to leave testimonials.

  • When to use it 

If your e-commerce system and email automation system are connected, you can add these custom tokens to get the most out of them after the second purchase. Use this automated email instead of your regular purchase follow-up email so you can show your customers that you appreciate their returning business.

  • How it works 

It is similar to an after-sale email, but it is personalized for this customer and this journey stage. Your customers now feel a little more comfortable and more attached to your business, so they may be more willing to share testimonials. Confirm their return and personalize this email with their purchase information to show that you are following them.


The best way to create a vital source of testimonials is to combine these ideas. The more touch points you have with your customers, the easier it is to get a response. Put yourself in the perspective of the customer. Most likely, you will need to send some marketing requests and emails from the company you do business with to take the next step in your strategy. 

Your customers will be affected in the same way, and you will receive customer testimonials immediately.