Your best sales rep doesn't work for your company anymore.

In fact, your company's most convincing sales pitch might be thanks to your loyal customers.

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Customers trust traditional business communication -- like marketing, advertising, and sales -- less than ever before. Today, you need word-of-mouth recommendations and reviews from your customers to convince someone new to win you the sale.

To do that, you need lots of glowing reviews and testimonials to do the work for you. More than half of the customers we surveyed said they trust word-of-mouth recommendations and customer reviews the post when purchasing business software, so suffice it to say, these are important initiatives to ask your customers to help you with. To get you started, read our best practices for asking for a customer testimonial below -- along with some tried-and-true email templates.

1. Choose the right timing.

First, do an analysis of your customer base and the journey they take with your product or service to determine when might be the optimal time to ask for a testimonial. Ideally, you ask for testimonials after the customer experiences success with your product or service -- so they're happy with their results and with your working relationship when they sit down to write or film a testimonial.

If you work at a marketing agency, the ideal moment might be after you help your client exceed their goals one month. If you work at a SaaS company, the ideal moment might be after the customer has been using your product for 30 days. Do some investigating with your team and your customer health data to determine what moments signal that a customer is experiencing success before you send your first request.

2. Determine if you want to use automation of send requests manually.

Depending on when you determine the best time to send the testimonial request to your customers is, you might find email automation to be a better fit for requesting testimonials from your customers.

For example, if customers are using a free software tool and aren't interacting much with customer support, it might be a better fit to deploy an automated email send when they reach that moment of success with a product.

However, if you're a customer success manager or account manager working with customers closely on a regular basis, it might be better for you to determine when is the optimal time to send the request based on your conversations.

3. Give customers a reason to say yes.

No matter who you are, if you're a human being with an email address, your inbox is probably inundated with messages on any given day. So if you want your valued customers to actually read your email -- let alone submit a testimonial -- you need to give them a reason to say yes.

An easy way to do this is by providing an incentive for submitting a testimonial -- like a gift card of their choosing, or company swag. If that isn't possible for you or your company to do, write out a compelling request email (hint: use one of the templates below) to explain how you will both benefit from their submitting a testimonial to convince them.

4. Provide multimedia options

Give your customers the option to write or film their testimonial for your website.

Personal preference or accessibility might make different methods of submission easier for different customers, so make sure you're enabling customers to give you a glowing testimonial, no matter what the format. 

5. Customize your template.

The templates below can get you started, but make sure you're taking the time to customize them for each customer relationship before pressing 'send.' You've taken the time to build up rapport with them, so make sure the email makes sense within the context of your relationship by customizing it.

Now that you know the best practices, let's dive into different templates you can use to pop the question.

4 Request for Testimonial Email Templates to Use

1. The Formal Request

2. The Casual Reply

3. The Incentive Offer

4. The Automated Send

To learn more about customer testimonials, read about testimonial questions to ask next.

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Originally published Jun 13, 2018 8:00:00 AM, updated June 13 2018


Customer Reviews and Testimonials