How to Ask Customers for Testimonials Over Email (With Templates)
A step-by-step guide to asking customers for testimonials by email, including timing, subject lines, and copy-paste templates that get replies.
Email is still the highest-volume channel for collecting testimonials — but most requests fail because they ask for too much, at the wrong moment, in the wrong tone. Here is how to write a testimonial request email people actually reply to.
Send it right after a win
The best time to ask is within a week of a positive moment: a renewal, a successful onboarding, a 9 or 10 on an NPS survey, or a thank-you reply. Gratitude is fresh, and the customer already feels good about you.
Make the ask small
Promise a specific, tiny time commitment — “30 seconds” beats “a few minutes.” A vague ask reads like a project; a time-boxed ask reads like a favor that is easy to say yes to.
Write a subject line that earns the open
Short, personal, and curiosity-driven wins: “A quick favor, {{firstName}}?” or “20 seconds?” Avoid corporate phrasing like “Customer Feedback Request” — it screams form letter.
Use a one-click link, not a form
Don’t attach a Google Doc or a long survey. Send a single link that opens straight to a recording or text box with the customer’s name pre-filled. Every extra click loses respondents.
Follow up once — kindly
A single gentle reminder after three days roughly doubles responses. Reverse the polarity: “Totally fine to skip — or reply ‘draft’ and I’ll write a version for you to approve.”
Key takeaways
- Ask within 7 days of a positive moment.
- Time-box the request (“30 seconds”).
- Link directly to a collect page, never a form or doc.
- Follow up once, with an opt-out framing.
Frequently asked questions
What is the best day to send a testimonial request?
Tuesday to Thursday mornings tend to see the highest reply rates, but timing relative to a customer win matters far more than the day of the week.
Should I offer a discount for a testimonial?
Usually no — incentives can bias the testimonial and raise FTC disclosure issues. Gratitude and a frictionless link work better for honest, usable quotes.
Collect testimonials like this with Credibuilt
You don’t need a developer or a video crew. Credibuilt gives you a branded collect link, an approval inbox, and a one‑line Wall of Love embed that loads in milliseconds. It’s free forever — start collecting in under two minutes.