Thumbnail

13 Strategies for Using Email Marketing to Gather Customer Testimonials

13 Strategies for Using Email Marketing to Gather Customer Testimonials

Unlock the full potential of your email marketing campaigns with insights from the sharpest minds in the industry. Learn how an Owner and a Director of Marketing Operations are revolutionizing the way businesses collect customer testimonials and reviews through email outreach. This article begins with the keen strategy of sending personalized follow-up emails and wraps up with the advanced tactic of automating feedback collection with HubSpot. Dive into a total of thirteen expert insights that will transform your approach to gathering valuable customer feedback.

  • Send Personalized Follow-Up Emails
  • Automate Review Requests with Dynamic Content
  • Use Personalized, Open-Ended Questions
  • Offer Incentives for Quick Reviews
  • Embed Feedback in Post-Purchase Emails
  • Catch Customers at the Right Time
  • Ask Specific Questions for Detailed Reviews
  • Customize Emails and Provide Incentives
  • Segment Email Lists for Targeted Solicitation
  • Time Review Requests for Fresh Experiences
  • Tailor Messages Based on Purchases
  • Automate Feedback Collection with HubSpot
  • Send Personalized Follow-Up Post-Treatment Emails

Send Personalized Follow-Up Emails

I use email marketing to gather customer testimonials by sending personalized follow-up emails shortly after a purchase, when the product experience is still fresh. These emails include a clear and easy call-to-action, such as "Share Your Experience" or "Leave a Review," with a direct link to the review page.

One strategy that's been successful is offering a small incentive, like a discount on a future purchase or entry into a giveaway, in exchange for honest feedback. This encourages more responses without feeling transactional. Additionally, keeping the request simple and emphasizing the value of their opinion makes customers more likely to engage. Providing a seamless experience for leaving reviews helps increase the number of testimonials while maintaining customer satisfaction.

Automate Review Requests with Dynamic Content

This is huge because reviews play a big part in local SEO rankings!

For many of our clients, we use automated email campaigns with dynamic content to collect testimonials and reviews efficiently. After a customer interacts with the business—whether by making a purchase, attending a class, or using a service—an automated follow-up email goes out within a few days. The email is personalized with their name, the product or service they experienced, and a friendly request for feedback, with a direct link to leave a review on the Google Business Profile.

This strategy works across industries because it feels personal without requiring manual effort. Clients see a 30-40% increase in reviews thanks to the thoughtful timing and easy-to-use feedback links. My advice: automate as much as possible but use dynamic information to maintain a personal touch. Whether it's for an art studio, law firm, or real estate agency, this approach ensures reviews come in consistently without adding to the client's workload.

Zavier Dinwiddie
Zavier DinwiddieDirector of Marketing Operations, LeaseMyMarketing

Use Personalized, Open-Ended Questions

Capitalizing on the power of email marketing to collect customer testimonials or reviews is essential in the e-commerce industry, and my experience as the founder of Wethrift.com has indeed validated this. The key is personalization; rather than mass generic emails, I target personalized messages shortly after purchase while the experience is still fresh. Using open-ended questions rather than simple rating scales also encourages customers to share unique insights, and separates invaluable qualitative data from generic responses. Further, creating a sense of reciprocity, such as offering discount codes for their time and insight, has also proven to be effective.

Sharing real stories as part of newsletters has created a sense of community, showing customers that their opinions are valued and relayed within the customer base. Above all, respecting customers' time and genuinely thanking them for their feedback are fundamental aspects of the process, underlining the fact that their reviews do not just go into a void, but make a significant contribution to the brand's development.

Nick Drewe
Nick DreweFounder & CEO, Wethrift

Offer Incentives for Quick Reviews

I use email marketing to gather customer testimonials by sending personalized post-purchase emails with a direct link to leave a review, often paired with a small incentive, like a discount on future purchases. Successful strategies include timing the request when customers are most likely to have experienced the product, and keeping the process quick and easy with clear calls to action.

Madison T
Madison TEcommerce Manager, My Supplement Store

Embed Feedback in Post-Purchase Emails

In leading Or & Zon, I've used email marketing as a direct line of communication for gathering customer testimonials and reviews. A strategy that has worked splendidly for us is embedding a feedback section directly within our post-purchase emails. This comes off as natural in the purchase journey, turning the customer's focus to reviewing their new product once they've had a chance to enjoy it.

Additionally, we have established a 'Review-and-Reward' scheme, incentivizing feedback through discounts or exclusive access to new products. Finally, creating personalized emails that don't feel automated has made a significant difference. Addressing customers by their name and referencing their purchased products add a personal touch that often leads to increased engagement—these are their stories and experiences, after all.

Guillaume Drew
Guillaume DrewFounder & CEO, Or & Zon

Catch Customers at the Right Time

Email marketing is my go-to for getting customer testimonials, and honestly, the trick is all about catching people at the right time. I don't wait too long after a project wraps up; I hit them up when they're still feeling the warm fuzzies about the awesome service they just got. Strike while the iron's hot, right?

I keep things personal but not too serious. I start with their name and a quick reminder of what we did for them, something like, "Hey Sarah, hope you're still loving that shiny new website we launched!" Then, I tell them straight up that their opinion matters and how it helps us grow (and, honestly, look good in front of future clients).

I also make it easy for them. I drop in a simple link that takes them straight to the review page. None of this "click here, then log in, then click here again" nonsense. To sweeten the deal, sometimes I throw in a small thank-you, like a discount or an exclusive sneak peek at new stuff we're working on.

It's not about begging or being too pushy. It's about keeping it light, making it simple, and letting them know their feedback is gold to us. And when it works, those genuine reviews are like pure magic for boosting credibility.

Ask Specific Questions for Detailed Reviews

At Ponce Tree Services, we use email marketing to gather customer testimonials by sending personalized follow-up emails after each job, thanking the customer for their business and kindly requesting feedback. We make it easy by including a direct link to review platforms like Google or Yelp, and often incentivize responses with a discount on future services. Timing is key: we send these emails within the early days of completing the job when the experience is still fresh. Another effective strategy is to ask specific questions that prompt detailed reviews, such as what stood out about our service or what we could improve. This helps gather more thoughtful feedback.

Customize Emails and Provide Incentives

In running Batana Babe, I've found that personalized, timely email outreach is key for gathering customer testimonials or reviews. Firstly, I customize the correspondence to the recipient, using their name and referencing specific items they've purchased. It creates a more personal connection and increases the chances of a response. I've also found the timing to be crucial—a well-timed email a few weeks after the purchase allows the customer sufficient time to try the product and form an opinion.

Secondly, providing an incentive, such as a discount or a sample with their next purchase, can often be a determining factor in whether customers choose to leave a review. Lastly, keeping the feedback process simple encourages customers to leave reviews. An intricate, time-consuming process can deter customers from writing reviews. Clear and guided steps on how to leave a testimonial can indeed boost the participation rate.

Segment Email Lists for Targeted Solicitation

In my two successful businesses, The Trade Table and Bear Brothers Cleaning, email marketing has been instrumental in procuring customer testimonials and reviews. We approach this with a personalized, direct appeal.

After every purchase, we send out a 'thank you' email, and about a week after, we follow up with a request for a product review or testimonial, framed around the customer's experience with the product and our service.

One successful strategy has been tying the feedback request with an incentive, such as a discount on a subsequent purchase. The trick always is to make the customer feel valued for their opinion.

In Bear Brothers Cleaning, for instance, we even had an 'opinion-of-the-month' feature in our newsletter which increased our feedback rate significantly.

Moreover, by segmenting our email list based on previous interactions and response rates, we mastered the art of targeted solicitation, allowing us to connect more effectively with our customers.

Time Review Requests for Fresh Experiences

I have been using email marketing to collect testimonials and reviews for Trusted Wedding Gown Preservation. Two strategies have consistently delivered the most success. Firstly, I focus on timing; usually, we send an email request for a review around a week after completing the service, when the customer's experience is still fresh.

Secondly, I aim to make the process convenient for the customer. For example, the review request emails contain direct links to our review submission page, making it easy for customers to share their feedback.

Additionally, I've found personalization to be key. The emails are tailored based on the service availed. The customers who chose our Celebrity Wedding-Gown Preservation Kit receive a unique email compared to those who opted for a Traditional Kit. This level of detailed attention has fostered satisfied customers and a constant inflow of invaluable testimonials.

Tailor Messages Based on Purchases

Email marketing has proven to be a highly effective tool to gather customer testimonials for Slipintosoft. We've followed several strategies, out of which personalization stands paramount. It is not just about addressing the customer by name, but also tailoring the message based on their purchases. For instance, we ask specific questions about the silk product they've bought, like "How has the quality of our silk sleepwear impacted your sleep?"

Additionally, we've found success in timing our emails strategically, usually two weeks post-purchase, giving customers ample time to use and experience the product. Another technique that has yielded positive results is offering incentives like discounts on their next purchase for sharing their feedback.

Importantly, we maintain transparency and mention that their reviews, either positive or negative, will help us improve. This honest communication fosters trust and encourages customers to share genuine reviews.

Automate Feedback Collection with HubSpot

As a HubSpot platform user, I can create scores based on SaaS platform usage and milestones. When certain triggers are met, I'll send out automated emails, as well as change the chat they see within the platform, to ask for feedback or fill out a survey. These surveys could be NPS, CSAT, or CES scoring to understand how they are enjoying or disliking the experience.

For those who reply, I have workflows that examine their scores and send follow-up emails asking more questions about what's going on or what we could do better if they score the platform low (and flag their CSM). If they share high scores, I prompt them to either share a text review or record a video sharing their experience. I use Testimonial for this because I only need to share a link in an email, and the landing page prompts them with leading questions to answer in text or video.

What's great is when they submit a text or video there, with the click of a button, I can approve what they sent and it's added to the website. I can use it for future email nurtures and marketing/sales promotions to show social proof. This entire process is practically all automated because who honestly wants to be reaching out asking for feedback when you have other customers screaming their house is on fire (figure of speech).

Josh Hines
Josh HinesFounder

Send Personalized Follow-Up Post-Treatment Emails

At The Alignment Studio, email marketing has been a crucial tool in gathering customer testimonials and reviews, helping us build credibility and trust with potential clients. One of the strategies we've found most effective is sending personalized follow-up emails shortly after a patient's treatment or experience at the clinic. Timing is key here, as reaching out when the session is still fresh in their mind increases the likelihood of receiving genuine, detailed feedback. In the email, we make it clear that their opinion is highly valued and include a direct link to a review platform to make the process as seamless as possible. We also express our gratitude for their time and effort, ensuring the request feels like a two-way exchange rather than just a favor.

A great example of this approach in action came when we revamped our post-treatment emails based on my years of experience in both clinical work and management. After noticing that many of our long-term clients hadn't left reviews, we added a personal touch by referencing specific treatments or results they'd achieved with us, which resonated with them. This strategy resulted in a significant increase in positive feedback on platforms like Google and Facebook. One particular patient, a professional dancer I had worked with through a challenging rehabilitation process, shared a glowing testimonial about how our integrated approach helped her return to peak performance. It was this blend of timely communication, personalization, and leveraging my years of expertise that led to a successful outcome, strengthening both our online reputation and client relationships.

Peter Hunt
Peter HuntDirector & Physiotherapist at The Alignment Studio, The Alignment Studio

Copyright © 2024 Featured. All rights reserved.