Knowing how to ask for a testimonial can be tough. A key component to your testimonial campaign efforts is email marketing. Whether you have an email drip set up for all new customers, or have a sales team dedicated to reaching out to customers post-sale, email is a powerful tool to help gather testimonials. But maybe you can’t find the right words. We’ve updated our list of testimonial request emails that work in 2019 to give you 9 examples you can integrate into your strategy.

Here are 9 examples of testimonial request emails that work:

#1: The professional email approach

If your business’s customer base tends to be more receptive to professional communication, like lawyers for example, this approach is right for you. Have the CEO of your company send out a personalized letter-style email asking for a testimonial. Take some time to add some personalized details to the email and make sure you include the link to your submission form, or web page that houses your submission form.

Professional Testimonial Request Email

When to use it

How to ask for a testimonial isn’t the biggest obstacle; the biggest obstacle is breaking through your client’s busy day and compelling them to give a testimonial. It’s best use this testimonial request email example after your work together is finished, when the project and the work that you did is still fresh in their mind. If you have any finishing details to wrap up or notices to send, you might send this email at the end, before the conversation lapses and the email gets buried.

Why it works

This email is timely, courteous, professional and brief. It explains what you plan to use the testimonial for, how to submit it, and how long it will take. By mentioning your work together, you personalize the request and highlight the hard work you put in. Before sending this email, you can see how the customer reacted to your work and whether or not they would give you a positive review, so you can easily screen your responses.


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#2: The casual conversation email

If your team is constantly interacting with your customers through email conversations, taking the more casual approach will work for you. Provide your team with a link to your submission form or web page so that they can send over a casual request when the conversation is at that point. Making sure your team is prepared with the right tools and questions will allow you to collect testimonials from customers at the perfect time when they are already having a conversation with a member of your team.

Casual Conversation Testimonial Request Email

When to use it

Knowing how to ask for a testimonial is especially tough if you yourself don’t regularly interact with customers. The major advantage of this email is that anyone can use it, from your sales team to project leads or whoever knows your customers best. It can also be used any time a customer expresses approval.

Why it works

Often, personal relationships are a large, but unspoken part of what a customer is really buying. While the customer may not have a special interest in the reputation of the company, their relationship with a salesperson or project lead may be more compelling. This email is casual and conversational, so it fits right into the current exchange between the point person and the customer.


#3: The post-sale email

Creating an automated post sale email requesting a testimonial is a great way to touch base with customers when your company is top of mind. When a customer makes a new product purchase or receives a service from your company, those first 2 to 3 days after are a prime time to reconnect for a testimonial. This is a great example of a testimonial request email that fits perfectly into your automated testimonial collection process.

Post-Sale Testimonial Request Email

When to use it

Slide this email into your automated purchase follow-ups to bring in testimonials immediately after a sale. If you sell a product instead of offering a service, change the wording in the first sentence slightly.

Why it works

Knowing how to ask for a testimonial often means asking more than once, but without seeming pushy. When added to an existing, post-purchase email drip, this quick follow-up email requires no upkeep, but provides an additional reminder about where and how to add a testimonial.


#4: The incentive email

Run a promotion or sweepstakes that incentivizes testimonial submissions and promote it via email. This could be anything from providing all of your customers a free t-shirt once they leave a testimonial, or giving them a discount on your product or service. The incentive you choose should be enticing enough that your customers are jumping on the chance to leave you a testimonial.

Incentive Testimonial Request Email

When to use it

This is another easy and flexible testimonial request email example. You’ll need CRM system integrations to update accounts automatically, or you can put a customer service leader in charge of fulfilling free subscriptions. This is not only a great way to get more testimonials, but it’s also a good customer retention activity to keep your existing customers engaged.

Why it works

Your customers are busy people, and they probably need some incentive to take time out of their day to help you. This quick, conversational email highlights the benefit your customer gets from submitting a testimonial, and shows them how easy it is to get it.


#5: The marketing email drip

Add a testimonial request email to your marketing email drip used to connect with your customer at different stages in their buyers journey. This email should be added closer to the end of your drip. Email drips are a great way to share helpful tips and resources to your customers over time, so make sure your request is accompanied by this kind of content.

Marketing Drip Testimonial Request Email

When to use it

Give your customer some time to get familiar with your service or unpackage your product, but don’t wait too long. Send this testimonial request email example about a week after the customer signs up for your service or buys your product. If your product is seasonal or it will take longer for your customer to see results from your service, adjust your timeline accordingly.

Why it works

Testimonials lend social proof to your business, but they also show that you care about what your customers think. This testimonial request email example builds from that sentiment, asking customers to share their thoughts instead of simply saying nice things about your business. If your customers have critiques, you can solve them, but you don’t have to make these testimonials public if you are managing them on your own platform.


#6: Friendly check-in

Customer retention activities are essential to keep your most valuable and loyal customers coming back. As you check in with your customer, send them discounts, deals, helpful information, or other content, ask about their experience as well. Emphasize that their experience is important to you and that you want to serve them better. If they’re pleased with their experience, invite them to share their opinion through a testimonial. This testimonial request email example is casual and approachable, speaking to the customer like a friend.

Check-In Testimonial Request Email

When to use it

Use this testimonial request email with loyal customers who haven’t submitted testimonials before. Remember, you will probably have to ask more than once, so this gives you another polite way to reiterate.

Why it works

Loyal customers are the best customers. If you do a good job and make your customers’ lives easier, they probably want to see you succeed. This gives your customers a chance to do that. It’s short and sincere, using language that emphasizes the customers feelings and experience. This will make them more willing to reciprocate with a kind testimonial.


#7 Combined with Net Promoter Score

The Net Promoter Score (NPS), first appearing in the Harvard Business Review in 2003, is now considered one of the most clear and statistically accurate indicators of how customers feel about your business. If you’re collecting this score as a part of your business health analysis, it’s also a good time to use a testimonial request email.

NPS Testimonial Request Email

When to use it

Using an automated email system or CRM system, send this follow-up email to the customers who gave you a 9 or 10 on your NPS survey. This way, you’ll receive testimonials from those who are most likely to share good experiences.

Why it works

Adding this automated email to your NPS survey is quick and easy, and you’ll directly reach positive customers who have already responded to a previous request. Giving them the option to submit a text or video testimonial allows them choose the method they prefer.


#8 After an upsell

If your customer purchased something small to begin with, they probably didn’t submit a testimonial. However, if you continued customer retention and upsell activities, they may have returned for a larger purchase. Now that your customer is more familiar with your work, they’re more likely to leave a testimonial.

Upsell Testimonial Request Email

When to use it

If your e-commerce system and email automation system are connected, you can add these personalized tokens to make the most impact after a second purchase. Use this automated email instead of your usual purchase follow-up emails so you can show your customer that you appreciate their repeat business.

Why it works

This is similar to the post-sale email, but it’s personalized for this customer and this stage in the buyer’s journey. Your customer is a bit more comfortable and a bit more attached to your business now, so they’ll probably be more willing to share a testimonial. Acknowledging their return and personalizing this email with their purchase information shows that you’re paying attention to them.


#9 A nice response

If you use a CRM system to track customer activities on your website, in your store, or elsewhere online, you’ll know when your customer engages with you. This is another good chance to reach out for a testimonial. Be careful not to do this too often, or your customer may get nervous about you tracking their activities.

Nice Response Testimonial Request Email

When to use it

You’ll want to carefully set triggers for this automated testimonial request email example, and make sure it only reaches real customers, not leads. The trigger might be something like “shared a tweet,” “shared a blog post” or “referred a friend.” You’ll also want to filter engagement for positive mentions, and forward negative mentions to a customer service person instead.

Why it works

Customers who engage with you in a positive way show that they are willing to spend time to spread the word about your business. When you thank them and supply an easy way to engage further, they’re more likely to give a testimonial.


Tips on How to Ask for Testimonials

Whether you’re using the above testimonial request email examples, or you’re writing your own, there are a few tips that can help you increase responses and make the process easier.

Use Technology

Leverage technology in every way that you can. This includes using personalization tokens, email drips and automatic triggers in your CRM system, integrating your online store with your email automation program, and setting up an easy landing page and platform for reviewing testimonials you receive. Always test this technology beforehand, and make sure it works the way you want before your customers start to use it.

Set the Tone

Keep the tone of your emails consistent with your business relationships and your brand. If your brand is friendly, casual, and warm, your emails should be too. If your business is edgy and offbeat or strictly professional, a casual and warm tone will seem strange. Remember that your branding is an important part of why your target market chooses you, and it will partially determine whether or not they respond to your testimonial request as well.

Get Permission

Always be clear about what you’re using testimonials for, and always get your customers permission to use them. To give yourself leeway in the future, you might add a disclaimer about how you might use testimonials later. This might be a message on your landing page like “By submitting your testimonial, you agree to let [COMPANY NAME] use your submission on our website, social media pages, and other online and offline marketing materials.”

Post in Multiple Places

Once you’ve gathered a number of testimonials on your own platform, you can use these to get more Google, Facebook, or Yelp reviews. When you thank your customer for their review, ask if they would also post the review on another platform. Or, you can post the video testimonial to your own Google Business or Facebook page.

Deliver a Great Experience

When you deliver outstanding customer service, it’s easy to get testimonials. Customers want to talk about you and promote your business. If customers are bringing you complaints that you’re not solving or your experience is just average, address these issues first, and your testimonials will improve.

Give Suggestions

Customers sometimes feel like they’re “on the spot” when they’re submitting a testimonial, and they might not know what to say. On your landing page, include an example testimonial or provide some prompts, like “what do you enjoy about our product/service?” or “how would you describe your experience working with us?”


The best way to receive a robust feed of testimonials is to use a combination of these testimonial request email examples. The more touch points you create with your customers, the easier it will be to get a response. Just put yourself in the shoes of your customer. Chances are, it takes a few requests and marketing emails from companies you do business with to get you to take the next step in their strategy. Your customers are influenced the same way. Using these testimonial request emails, and updating them to fit into your current marketing strategy and email flows will have you receiving customer testimonials in no time.

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Posted in: Testimonials