The most powerful testimonials often don't just appear out of thin air. You have to ask for them. But how you ask makes all the difference between getting an enthusiastic response and getting ignored.

The key is to make it easy, show your appreciation, and ask at the right time. Here are 7 email templates you can steal and adapt for your own business.

Template 1: The Post-Purchase Follow-Up

When to send: 7-14 days after a customer has received their product or started using your service.

Why it works: It's a simple, low-pressure check-in that opens the door for feedback.

Subject: How are you finding [Product Name]?

Hi [Customer Name],

I just wanted to personally check in and see how you're getting on with [Product Name]. We're always looking to improve, and your feedback is incredibly valuable to us.

If you have a moment, we'd be thrilled if you could share your experience.

Thanks, [Your Name]

Template 2: The Direct & Simple Ask

When to send: To a happy customer you've had a positive interaction with.

Why it works: It's honest and gets straight to the point.

Subject: A quick question

Hi [Customer Name],

I was so glad to hear you're enjoying [Product Name]!

Would you be open to sharing a few sentences about your experience? We're collecting testimonials to feature on our website, and your story would be a fantastic addition.

Let me know if you're comfortable with that!

Best, [Your Name]

Template 3: The Guided Question Approach

When to send: When you want more specific, detailed feedback.

Why it works: It helps the customer focus their thoughts and gives you more targeted content.

Subject: Your story with [Product Name]

Hi [Customer Name],

We're putting together some case studies and thought of you. Would you be willing to answer 2-3 quick questions about your experience with [Product Name]?

What was the biggest challenge you faced before using our product?
What's the most significant result you've seen since implementing it?
What's your favorite feature?

Your answers would be incredibly helpful for others who are in the same position you were.

Thanks for your consideration, [Your Name]

Template 4: The "Feature Them" Angle

When to send: To power users or businesses who would appreciate the exposure.

Why it works: It frames the testimonial as a co-marketing opportunity.

Subject: Feature your success on [Your Website]?

Hi [Customer Name],

We've been so impressed with how [Your Company] has been using [Product Name].

We're looking to feature some of our favorite customers on our homepage, and we'd love for you to be one of them. This would involve a brief quote from you about your experience and a link back to your website.

It's a great opportunity for some extra exposure for your brand. Let me know if you're interested!

Cheers, [Your Name]

Template 5: The Post-Support-Interaction Ask

When to send: Immediately after successfully resolving a customer support ticket.

Why it works: You're capitalizing on a moment of high satisfaction and relief.

Subject: Glad we could help!

Hi [Customer Name],

I'm so glad we were able to get that [issue] sorted out for you!

If you were happy with the support you received and the product overall, would you consider leaving a quick review? It makes a huge difference for our team.

Here's a link: [Link to Review Site]

Either way, thanks for being a customer!

Best, [Your Name]

Template 6: The Incentive Offer

When to send: When you need to boost your volume of reviews.

Why it works: A small incentive can be a powerful motivator.

Subject: A $10 gift card for your thoughts?

Hi [Customer Name],

We're on a mission to gather more customer feedback this month. As a thank you for your time, we're offering a $10 Amazon gift card to any customer who shares a testimonial.

If you're happy to share a sentence or two about your experience with [Product Name], just reply to this email!

Thanks, [Your Name]

Template 7: The Video Testimonial Request

When to send: To your most enthusiastic and charismatic customers.

Why it works: Video is incredibly powerful, and this template makes it easy for customers to participate.

Subject: Quick video for us? (Takes 2 mins)

Hi [Customer Name],

I'm reaching out because you're one of our most valued customers. We're collecting short video testimonials and would be absolutely thrilled if you'd participate.

You can use a tool like [Vocal Video / Boast.io] to record a quick clip right from your browser—no special software needed.

Here are a couple of prompts to get you started:

What was life like before [Product Name]?
What's the #1 benefit you've seen?

Here's the link to record: [Link to Video Collection Tool]

Thanks so much! [Your Name]