How to request a testimonial from a client [+ email templates]

Customer testimonials are essential for establishing trust and attracting new clients.

When I’m thinking about trying a new restaurant in my neighborhood, the first thing I do is check reviews. If it’s 4+ stars on Google or Yelp and people are loving the food, I’m in. Anything less, and I’m liable to scroll by. That’s the power of social proof, and it applies to every business, not just restaurants.

Free Download: 45 Customer Referral Templates

In fact, 77% of shoppers actively seek websites with ratings and reviews, and 69% of customers say they feel more confident about a business when those reviews are positive.

Customer testimonials are crucial, but how do you get them? Well, all you have to do is ask.

I run an instrument rental business, and after my first successful job, I emailed the client and asked if she could share a few sentences about her experience with my company. It felt a little awkward at first, but she was happy to help by sharing her testimonial. Her testimonial has continued to help me book jobs to this day.

Whether you're running a small business like mine or managing thousands of customer relationships, mastering the art of testimonial requests will help bring in new clients and grow your business. In this post, I’ll discuss how and when to make testimonial requests, as well as how to make the process an easy and enticing experience for your customers.

To take full advantage of testimonials, you'll want to have lots of glowing reviews. Here are the steps for requesting a testimonial from a customer.

1. Get the timing right.

When it comes to popping the question, it’s all about timing.

If I’m paying at Chipotle, there’s no way I’m answering a customer satisfaction survey that pops up on the checkout screen. I’m grabbing my bowl and heading out. It makes more sense for them to send me an email later that day or include a QR code on my receipt. For testimonial requests, asking too early can feel intrusive or inconvenient, and asking too late risks the excitement wearing off.

The timing of your testimonial request depends on your business and customer journey, but regardless, you want to time your ask after your client has had a positive experience.

For my instrument rental business, I usually follow up the day after a successful gig, or early the following week if it was a weekend show. That way, the event is still fresh in their mind, but I’m not catching them in the middle of a hectic load out.

If you’re in SaaS or another recurring-use business, look out for milestone moments that indicate customers are getting along well with your product. For example, you might make a testimonial request after 30 days of consistent product use.

Pro tip: For service-based industries like marketing and consulting, consider sending testimonial requests at the end of the quarter or year when customers are reflecting on their success and planning for the future. At times like these, customers are more likely to recognize and articulate the impact of your services.

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

Testimonial requests can be sent manually or via automation. It all depends on the type of business you run and the relationships you have with customers.

In my business, I personally email clients after a successful job to thank them and ask for feedback. Since I’ve already been in direct contact leading up to a gig, it only makes sense for me to close the loop myself.

Of course, this is possible because I run a small, service-based business where I’m the only employee. Still, I’ve found that a personal touch goes a long way, and customers are more likely to give their feedback when the request comes from me, their point of contact, whom they already know and trust.

If your business is larger or less relationship-driven, it could make sense to use automated feedback software to send out testimonial requests. For example, if you offer a software product with thousands of users and minimal contact, it makes sense to automate testimonial outreach.

Pro tip: Even if you have thousands of customers and rely heavily on automation, it's essential to keep track of your highest-value customers and reach out to them personally. A thoughtful message can result in a glowing testimonial and ongoing retention.

3. Give customers a reason to say yes.

If I see a testimonial request in my inbox, odds are I’m archiving it immediately. If you want people to open your testimonial request emails and take action, you have to give them a pretty good reason. Sounds harsh, but it’s the reality for most consumers.

However, the example above is of a testimonial request email from Abercrombie that successfully prompted me to open the email and write a review. They hooked me with the offer of 200 reward points in the subject line, and next thing I knew, I was writing about the thick, substantial fabric of my white T-shirt.

Pro tip: Loyalty points are a great testimonial incentive, but you can also consider gift cards, discounts, or company swag. That being said, it doesn’t make sense for every business to offer those kinds of incentives. If that’s the case for you, try out one of our testimonial request templates to write an authentic, compelling testimonial request that explains to clients how much their feedback helps and why their voice matters.

4. Provide multiple options to make it easy for them.

Testimonial requests don’t just have to be emails or surveys. Some customers might prefer to hop on a call or film a quick video talking about their experience. Personally, that sounds like a nightmare to me, but some people love talking on the phone and being on camera.

By offering a range of testimonial options, you allow clients to express themselves in their most comfortable form of communication, which removes friction and leads to more testimonials.

Here are some alternative testimonial options below to entice every variety of customer.

• Write a short blurb: a classic testimonial where clients write 1-3 paragraphs in response to some guiding questions about their experience.
• Record a quick video: let customers film on their phones from the comfort of their own homes or offices. 64% of customers said video testimonials helped convince them to purchase a product or service, so this can be an effective testimonial strategy.
• Do a social media takeover: allow clients to share their stories on your company’s Instagram, Twitter, Facebook, and LinkedIn profiles.
• Hop on a Zoom call: drop a calendar invite, and your testimonial interview will blend seamlessly with back-to-back calls. You can record the interview, too.
• Join you as a guest on your podcast (if you have one): an excellent choice for long-form storytelling with highly engaged, interesting customers.

Pro tip: For serious testimonials with big clients, consider going all out. You can arrange for a film crew to visit their office and film a professional testimonial video. Here’s an example:

5. Pose simple questions that yield customer quotes.

Asking the right testimonial questions is crucial for obtaining valuable responses from customers. When I send a testimonial request to my clients, I don’t just say, “Did you enjoy working with us?” Questions like that are so broad that it’s easy for customers just to respond “Yes” or not respond at all.

Instead, I ask questions that encourage customers to reflect and share their story and how it intersects with my business. Of course, the questions you ask will vary widely depending on your business, and they should include specifics about your products or services.

Here are a few general questions to encourage thoughtful testimonials:

What challenge were you facing before using [Your Company/Product]?

• What I like: It encourages clients to share their origin story and the path that led them to your company.

What made us stand out compared to other options?

• What I like: It encourages specific praise of features or services that set you apart from the competition, not just generic answers like “you had good reviews.”

What has been the most valuable part of working with us?

• What I like: This question prompts detail-rich answers, whereas asking “How was your experience?” might result in a simple “great!” which is nice, but not particularly illuminating.

What results have you seen since using [Your Company/Product]?

• What I like: This encourages customers to share measurable impacts, such as time/money saved, or revenue gained. Testimonials with measurable figures are always a plus.

6. Prepare a testimonial page on your website.

Having a testimonial page on your website is non-negotiable for most businesses.

I researched many competitors when I was getting my backline rental company off the ground, and everyone, from the smallest providers to big national companies, proudly displayed customer testimonials on their sites. Especially for service-based companies like mine, strong testimonials can be crucial, as they can be customers reaching out and moving on.

Pro tip: Check out HubSpot's testimonial page examples guide. It features real-world testimonial examples and explains why they are effective.

If you offer a product or service with many features or use cases, be intentional about the testimonials you feature. Use your testimonials to highlight a range of use cases, experiences, features, and key value propositions.

I find the more specific the testimonial, the better. Even if a company has thousands of testimonials that read “I love this product!” It doesn’t make it any clearer whether the product will meet my needs and serve my specific use case.

For example, HubSpot showcases testimonials about its Marketing Automation tools, as well as separate ones for its Sales Hub. Each testimonial speaks to different potential buyers with unique needs and use cases.

Each testimonial should help potential customers see themselves in your current customers, allowing them to envision how they might benefit from your product.

7. Ask if they'd be willing to refer someone in their network.

Asking for a referral can feel a little awkward, but it’s worth it, and it’s a lot easier to do in person or over the phone.

In my business, I often work with artist managers who book rentals for live shows. After a successful gig, I’ll usually ask them about their other artists, upcoming tours, or friends who might be coming to town and need some gear. It can be a casual conversation that opens the door to new clients I never would have met otherwise.

Pro tip: If your customer doesn’t have a referral to offer you, you can pivot that ask into a testimonial request. Either way, you'll get a positive result that can generate new leads.

8. Give them the option to keep their testimonial short and sweet.

Even when I’ve had a great experience with a company, there’s one thing that can stop me from writing a testimonial: time.

When I imagine writing a review, I picture filling out pages of open-ended text boxes with minimum character requirements and vague prompts. It doesn’t always have to be that way, though.

Give your clients the option to keep their testimonial brief. Just a sentence or two can make a big difference, and it's doable for even the busiest clients.

You can also get creative with your requests for a brief testimonial. Here are some ideas:

• Ask for a Tweet-length blurb. (Is it still called a Tweet? An X? I don’t even know if there is a character limit anymore, but you get the point.) “Can you summarize your experience in 240 characters or less?”
• Request a few descriptive words. “Can you describe your experience with us in 3 words?”
• Use emojis. This one only works if your brand has a casual tone, but you can ask customers to share 2-3 emojis to represent their relationship and experience with your brand.
• Encourage comments on social media. Ask your followers on social media to share their thoughts about their favorite products or why they love your brand. If someone leaves a great response, you can DM them to ask if they'd be willing to quote it as a testimonial.

9. Let them know you’ll link back to their website.

When I ask for a testimonial, I always offer to include a backlink when I feature it on my website. Backlinks are a powerful incentive for SEO-savvy customers, as they know that they will boost their site’s authority and improve search rankings.

If your customer isn’t SEO obsessed, you can still explain to them that linking to their website on your site will help more people find them online.

Once you establish a reputation for offering backlinks, you may find that clients are eager to provide testimonials on their own accord.

Here’s an example of a testimonial that features a backlink:

10. Customize your email request template.

Email templates help streamline testimonial requests. However, I’ve found that it’s critical to personalize your outreach. If you are using a template, it’s essential to customize it so that your clients don’t feel like they're receiving a generic, thoughtless mass email.

When I reach out to clients for a testimonial, I don’t just copy and paste and send. I’ll reference specific gigs we worked on together and tailor the message to reflect the tone of our relationship.

Here are some things I like to do when personalizing a testimonial request template:

• Personalize the greeting and subject line.
• Mention specific products the customer used.
• Acknowledge the milestones and results we achieved together.
• Adjust my tone to match the tone of our past interactions. I’m more formal with some customers, while I share a more casual and enthusiastic tone with others.

To help you get started, check out some of my most effective email templates for securing testimonials below. I've also covered the basics of “How to Ask,” but these personalized touches can make all the difference.

Methods for Receiving Client Testimonials

I’ve discussed at length how to ask for a testimonial and why, but what does receiving a testimonial from a client entail? Well, there are a lot of ways it can go down.

I use the following tactics to collect testimonials successfully:

1. Ask via email.

Asking for testimonials via email is simple and effective, which is why it’s the technique I use most often. For my business and many others, most client interactions take place over email, so it’s natural to continue the conversation there.

Pro tip: I prefer to make my testimonial request directly in an email thread that the customer and I are already using. Sending out a fresh email with “Testimonial Request” in the subject line can feel a little intrusive compared to making a quick ask in an existing convo. It feels more personal and less like a cold call, and in my experience, it gets a better response rate.

2. Interview your client.

Testimonials don’t exclusively take place over email. I’ve found success in talking to customers over the phone and asking open-ended questions about their experience before and after renting from me.

You can also conduct a formal testimonial interview, either in person or via video call. Either way, live conversations yield authentic, less filtered responses compared to written feedback.

Pro tip: Ask the client if they are willing to share a picture of themselves using your product or service. It adds personality and credibility to their testimonial. I love seeing pictures of my happy clients on stage, decked out with Tri-State Backline gear, and so does my Instagram page.

3. Co-write the testimonial with the client.

Some clients are short on time or nervous about saying the right thing. Offering to co-write the testimonial with them saves time and allows you to highlight specific aspects of your product or service that you are proud of.

Sometimes, I’ll chat with a client over the phone and ask them questions about their experience working with me, what they liked, and how it made their job easier. Then, I’ll draft a testimonial based on their feedback and share it with them for approval. Most of the time, they are happy to help and grateful that I made it easy for them.

Pro tip: When co-writing, keep the customer’s voice intact and use their wording whenever possible.

4. Find out what people are saying on social media.

Some of the most authentic testimonials are the comments and posts that customers make on their own. You can encourage this through captions, giveaways, and other incentives, but if you keep your ear to the ground for social mentions and tags, you may find that clients have posted testimonials right under your nose.

I’ve had customers share photos of their stage setups featuring my gear, often accompanied by a kind comment in the caption. When that happens, I’ll reach out and ask if I can share it on my end. It’s an easy way to collect and share authentic, socially credible testimonial content.

Pro tip: Utilize HubSpot Social Media Management Software to track mentions and manage outreach across all social channels in a single, easy-to-use interface.

5. Send an SMS template to customers.

SMS is a great way to collect testimonials that can feel more personal and are less likely to get buried in an inbox.

For me, there’s something about the informality of a text message that makes clicking a link to take a testimonial survey feel less like a chore. Here’s an example:

Source

Before sending a testimonial request via text, make sure you have explicit permission. Nobody likes unsolicited texts, even the nice ones. Keep your messages short, friendly, and spaced out if you are sending more than one.

Pro tip: Use an SMS app to manage and automate testimonial requests. You can schedule texts to be sent out based on key moments, such as completed orders or product usage milestones.

Now that I've covered the basic ways to receive testimonials, let’s cover some effective email templates you can use when reaching out to customers for testimonials.

Request for Testimonial Email Templates to Use

Regardless of my relationship with customers, these tried-and-true email templates have consistently helped me secure strong testimonials.

1. The End-of-Year Request

Happy Holidays!

Hi [CUSTOMER NAME],

Happy Holidays!

As this year winds down, I wanted to say thank you for your partnership using [PRODUCT] this year. You‘ve achieved fantastic results in the time we’ve been working together, and I wanted to reach out to see if you'd be interested in sharing a testimonial about your experience using [PRODUCT]. You can click this link to share some of your thoughts that we might feature on our website.

Thanks for your consideration of my request, and thanks for being a loyal [COMPANY] customer. I hope you have a warm and happy holiday season with family and friends, and I'm looking forward to chatting again in the new year!

Cheers,

[YOUR NAME]

Why It’s Effective

The end-of-year request hits at just the right time, when customers are already reflecting on their wins and challenges. If you’ve helped them meet their goals, you’ll be more inclined to say yes.

Positioning the request around the holidays also feels authentic instead of purely transactional.

2. The Formal Request

Thanks for being a loyal [COMPANY] customer

[CUSTOMER NAME],

I wanted to reach out to thank you for being a loyal [COMPANY] customer. I noticed you achieved your goal of [MILESTONE] last month, and I wanted to reach out and congratulate you on your success! It's been great working with you on this project.

We want to share customer success stories with [PRODUCT/SERVICE] on our website, and I was wondering if you'd be interested in being featured in a testimonial. You can follow this link to submit a written or video testimonial. As a token of thanks, I'll send you a gift card for a cup of coffee on [COMPANY].

Congratulations again on reaching your goal, and thanks for your partnership! Let me know if you have any questions about submitting a testimonial.

Regards,

[YOUR NAME]

Why It’s Effective

This testimonial request is effective because it leads with appreciation and recognition. I like congratulating customers on a recent win because it makes the testimonial feel like something they earned, not something I want. Of course, a little incentive, such as a gift card, makes the deal even sweeter.

3. The Casual Reply

RE: May results

Hey [CUSTOMER NAME],

You crushed it this month! You worked hard on [PROJECT], and the numbers definitely reflect that.

Now that we've hit our goal, would you be interested in submitting a testimonial about your experience using [PRODUCT/SERVICE]? You can submit a short written or video testimonial here talking about how we helped you achieve your goals.

Let me know if you have any questions, and congrats again!

Cheers,

[YOUR NAME]

Why It’s Effective

I have a casual relationship with most of my customers, so keeping the testimonial request in line with the tone of our relationship feels natural. If you have been working closely with a client, sending a quick and casual testimonial request is likely to be effective. Starting with recognizing the customer's performance is always helpful as well.

4. The Incentive Offer

Your Feedback Is Appreciated

[CUSTOMER NAME],

As a gift this holiday season, [COMPANY] is offering a 50% discount on your January [PRODUCT/SERVICE] subscription.

All you have to do is submit a written or video testimonial about why you love using [PRODUCT] here .

It should take just 15 minutes, and your discount will be applied as soon as you submit your testimonial. Let me know if you have any questions about this promotion!

Happy Holidays,

[YOUR NAME]

Why It’s Effective

It’s simple. I love free stuff. Customers love free stuff. Everyone loves free stuff. Offering an incentive in exchange for a testimonial is almost always a homerun. Just make sure the juice is worth the squeeze.

5. The Automated Send

Tell us what you think

[CUSTOMER NAME],

We hope you're enjoying using [PRODUCT/SERVICE].

Now that you‘ve had a few weeks to try the product, we’d love to know what you think. You can click this link to share some of your thoughts about using [PRODUCT] that we might feature on our website.

Your feedback means a lot to us! Thanks for being a loyal [COMPANY] customer.

Regards,

[YOUR NAME]

Why It’s Effective

This testimonial request is all about scale. If you have thousands of customers, it's often worth sacrificing a bit of the personal touch to get more requests out the door. This template is quick, efficient, and is likely to meet the expectations of everyday users without feeling completely soulless.

6. The Quote Capture

Re: Share your experience?

Hi [CUSTOMER NAME],

It was a pleasure talking with you earlier today, and we‘re so glad that we’re exceeding your expectations. As I mentioned earlier, you can share your thoughts about the experience here.

We get that leaving reviews can be difficult, so if you need to beat writer's block, here is some inspiration as you tell your story:

• What was life like before [PRODUCT/SERVICE]? What pains were you experiencing?
• What made you choose [COMPANY]?
• How has this made a difference in your business/life?
• What has surprised you most about the experience?

Your feedback means a lot to us!

Cheers,

[YOUR NAME]

Why It’s Effective

This one is all about timing. If you can time this request right after a successful call or other positive interaction, it's sure to land. I also love the writing prompts and the fact that they are clearly laid out with bullet points. It makes the testimonial request less daunting, and the message overall is personal and helpful, not pushy.

Customer testimonials will fuel your flywheel.

Customers are at the core of everything we do. As a small business owner, I’ve learned that marketing spend and fancy Instagram posts are nothing without the momentum real customer voices provide. Authentic testimonials and word-of-mouth referrals are essential to sustained growth. And in my experience, if you help customers meet their goals and show them appreciation, they’re more than happy to lend a kind word.

Working on this article reminded me that leveraging testimonials is about way more than just collecting praise. It’s about integrating your customers’ stories into your brand narrative and using those stories to show future clients what success with you can look like.

Editor's note: This post was originally published in January 2019 and has been updated for comprehensiveness.