Customer testimonials are essential as they play a significant role in driving sales. Getting your happy customers to share their review is something that’s mostly not taken seriously. How to send testimonial request letters or emails to customers is one big challenge that businesses of all sizes face.

Customers, no matter how delighted they’re with your product, will rarely leave a review themselves. The probability of a customer sharing a testimonial is significantly low. You have to reach them and ask them to share their testimonial. You have to send them testimonial letter emails so as to get a positive response from them. (Try Trustmary for sending your testimonial requests.)

Below are some of the best examples of testimonial letter emails that you can send to your customers. Take ideas from these testimonial request emails and then come up with your own customized email template.

Here we go.

1. Formal Request

This is a testimonial email request by HubSpot that’s formal and is perfect for the job.

There are a few things that you need to ensure your formal request letter has:

  1. The customer should have achieved a milestone with your product. It could be anything ranging from completing a year, a reorder, upgrade, etc. Refer to the milestone in the email.
  2. The request for testimonial email should be sent immediately after the milestone is completed. If delayed, it won’t be replied. Customers tend to forget quickly so a delayed request won’t result in a genuine review.
  3. Share a link to the testimonial page with the customer where the review will be published. This email doesn’t share a link but you should use one to show your customers what to expect and to get ideas from existing testimonials.
  4. Let the customer submit any review type based on his/her preference. Don’t restrict them to a specific review format. Give them the option to submit a text or a video testimonial.
  5. Incentive, as mentioned in this email, isn’t necessary. Customers have been with your business for some time and are satisfied are least interested in an incentive so you can skip it. Sending an incentive won’t persuade your customers to leave a review. If they have to do it, they will do it anyway.

This is a formal example of testimonial letter that works best for a wide range of businesses. Don’t forget to tweak the template before using it. Personalize it and align it to your business so that it appears original.

2. Postal Mail Request

Not all customers are email-friendly. Even in today’s time, a lot of people still prefer postal mail and it isn’t a smart move to ignore these customers. Contacting customers for testimonials only through email can be a mistake.

You can also send testimonial requests through postal mail as well. The template above is a perfect example of testimonial letter for postal mail. Here are a few things that you need to send testimonial requests through post:

  1. A cover letter
  2. Testimonial letter (or form) that the customer needs to fill
  3. A sample testimonials (not necessary though)
  4. A stamped envelope

Again, you can’t send this request letter to any customer rather define a criterion and send it to customers who have achieved success with your product. Refer to the milestone they have achieved with your product and ask them to fill the testimonial form. Make sure you don’t add URLs in the letter because you’re contacting customers who are not computer-friendly so adding URLs will make them feel uncomfortable.

You don’t have to send them an incentive necessarily. However, a self-addressed stamped envelope is a must so they can send filled testimonial form back without spending any money.

The testimonial form should include all the questions that the customer needs to answer. Use a Likert scale questionnaire. Add a feedback or comment section so customers can share their views about your product or their experience that you somehow forgot to include in the form.

3. Service Industry Request

The best time to get a review of a product is right after a sale. If you’re interested in getting reviews on customer experience and sales process, send a testimonial request after a customer has purchased a product successfully.

This example of a testimonial letter works best for businesses in the service industry. Send it to your clients when you have finished their project. This is the perfect time to get feedback on the deliverables.

So you can use this template for both physical products as well as services that you offered to a client. Here is what you should include in the testimonial request:

  1. Refer to the sale or project. Share its details in the email.
  2. Send an email after 1-2 days of the sale. Don’t send it immediately. If you’re sending it to a client, ensure that you have sent your email after a reasonable time. Give your client due time to review your project.
  3. The testimonial form should be relevant to the product (project) and the sales process. Don’t keep it general. It isn’t a good idea to ask questions related to the benefits that a customer get from your product right after the sale.
  4. Give customers the option to submit a review in a format they’re comfortable with. Don’t restrict them.


Getting customers to leave an honest review isn’t easy. You have to send them the right testimonial request at the right time via the right channel.

So there is a couple of options you could do right now:

  1. You could take a trial for our software that is specifically designed for getting customer feedback and testimonials. You can enroll to the free trial here!
  2. Or you could just start testing different templates on your own. Tweak them to improve open and response rate. You’ll get better with time as you’ll test different variables.

The examples of testimonial letters covered in this post are for idea generation only. You don’t have to use these templates exactly they are. In general building a template and a process that works takes a lot of tweaking, so if you choose that road you should start now!

On the other hand, you can also start using our software and just follow a process we have tested and tweaked for years.