Get Higher Conversions with Testimonial Advertising via Email

Testimonial Advertising via Email

It is testimonial advertising when you pick a positive comment or review on your product or service and run an advertisement campaign with that review or comment. Building up good impressions is vital for any business, especially when online. And Testimonial advertising plays a significant role here. 

Suppose you are about to buy a table lamp from a well-known retailer online. After exploring or analyzing, you found three table lamps matching your interests with different reviews and ratings. One has a 4.5-star rating with thousands of positive comments. Others have  4 & 3.5-star ratings with fewer comments. So, which one will you pick?

IIt’sprobably the first one that impressed thousands of customers. If it’s suitable for thousands of customers, why is it not for you!

A similar thing occurs in your customers’ when they are about to buy your products or services.

91% of online shoppers tend to read testimonials before purchasing. On the other hand, 72% don’t even consider taking action if they don’t find any testimonials.

That is, testimonial advertising is very important to convince the customers as they trust the words of your clients.

What is Testimonial Advertising?

In marketing, the term testimonial describes a marketing method in which customers offer a positive review of a company’s product or service. In other words, testimonial marketing demonstrates how a product or service benefited customers.

It’s typical human nature to follow others in a new place. If people aren’t sure how to act in a situation they were never in before, they take clues from their surroundings. For example, suppose you join a party in a community you have never attended before. In that case, you will be more likely to observe how others behave first. It is because you need to know the right way to act in that situation or setting. This is a psychological phenomenon called “social proof.” In his book Influence: The Psychology of Persuasion, Dr. Robert Cialdini first used this term in 1984.

When you visualize social proof in your online presence, then it becomes a testimonial. Helping people with that psychological phenomenon by providing testimonials is a way to gain trust.

Testimonial advertising is publicly sharing customer experiences of a product or organization. It helps new visitors to cope with your business properly. The advertising of your products can be more effective when you include testimonials. People check customers’ experiences to know what the customers’ perspective is.

Importance of  Including Testimonials in Email Marketing Content

Talking about your products in blogs, marketing emails, and other advertisements is not enough to gain customers’ trust. Letting people talk about their experiences with your products is essential as most of your customers won’t show any interest if you don’t. Testimonials become more critical when people find their family and friends reviewing your products.

Statistics show that 82% of consumers recommend testimonials from family and friends before purchasing.

Celebrities can play a major role as people follow their choices and actions. When a star puts a positive review on your product, it becomes a great testimonial to advertise via email or other social media platforms.

 Study shows that using a celebrity name in the subject line can boost the open rate by up to 468%, which is significantly huge.

Besides these, we all love those products which the experts use in their daily life. So, a testimonial by an expert is valuable because it will increase the confidence level of customers to use your products.

Types of Testimonial Advertising

There are several types of testimonial advertising to increase the reputation of your business. Some of them are suitable to display in email marketing content. Such as

  1. Customers’ testimonials: When your customers willingly put reviews and ratings of your products, it becomes a testimonial explaining their experiences and opinions. It helps new prospects predict the usefulness of your products. 
  2. Experts’ testimonials: It is defined as experts’ testimonials if experts of your products talk about their experience in the review section. It can lead your customers to think and act as the experts who gave the green light to the product. 
  3. Celebrity Testimonials: Celebrity testimonials, also called endorsements, are the reviews from the face of celebrities that bring tremendous value to the customers. 
  4. Award Testimonials: If your business won an award, it is best to show it up as it increases the reputation, which might drive the users to trust you. 
  5. Friends & Family Testimonials: Social proofs from the family members and close friends make Friends & family testimonials. People love and trust these types of people mostly.

Best Practices to Collect Testimonials

A good testimonial shows the visitors that your business is not only authorized but also how it is satisfying the customers. You can’t define it as a business holder. Instead, it would help if you give your customers a chance to publicly share their experiences with your products so that others can follow. There are ways to get valuable testimonials for email marketing. Some are worth mentioning.

Ask for Testimonials on your website

You need to ask for testimonials on the page where you display your product, as it would seem engaged when others visit. On the other hand, it will be easy for recent customers to put a review while browsing your site. Here is an example from Chewy on how they ask for testimonials on their web page.

Ask for testimonials via email

You can ask for reviews and opinions from the customers who purchased by sending an email, as it is now one of the top mediums to communicate with your customers. It is useful when you try to get reviews from those who left your site after purchasing without commenting. But, it is quite tricky as you need to consider time, features, freemiums, questionnaires, etc. 

This is how Chapelle asks for testimonials through email as a medium.


Your customers need a minimum time to experience your products after their purchase from you. They can’t write something about their experience if you don’t give them enough time. If you have a SaaS (Software as a Service) business, your clients might need more time to experience the features of your services with the software. 

An example of an email from Amazon can clarify the concept.

testimonial advertising

This example shows that Amazon sends a reminder email to someone who purchased Amazon Fire TV so that the individual can put a review and rating.

Exchanging Freemiums

You are not going to get reviews and opinions on every purchase. Most people won’t show any interest in giving testimonials willingly. That’s why you need to give a good reason to some vital customers so that they put reviews. Exchanging freemiums or free offerings is the best way here. Hollister gives an example below: they offer customers gift points for their reviews.

Your customers might find a reason to put a review if you offer something to them like this, as shown above. It will encourage them to give feedback to your site.

Making it more accessible to customers

It would be best if you make it easy for your customers to put a review. You can send an email asking for testimonials with adding examples because some might not know the way to give a review. This is one of the most effective ways, as it clearly shows them how they can get into it. An example of a sent email from Biscuiteers can give you a clear idea.

testimonial advertising
Providing Questionnaires in the correct order

Your customers’ words will have a significant impact on your business. So, it would be best if you prepare a questionnaire for them to concise your customers’ talking on your products in the correct order. The more engaged the testimonials, the more trusted your business will become.

Asking for referring friends

You can offer your trusted customers freemiums or pay-offs via email in exchange for referring their friends and family members, as it is the most thoughtful way to gain trust. 82% of Americans will follow the words if they are from their families and friends. So, you should try that!

Here is an example of Casper on how they do it with fascinating features.

Collect Testimonials from Social Media

Besides collecting testimonials from the websites and via emails, social media can bring massive customer feedback. You must ensure your business’s online presence throughout the social media your prospects probably be. Nurturing those presences can get more traffic to your business.

If you are on Facebook, ask for reviews and ratings in each post you create. You can collect testimonials from your Facebook review section and comment section. You can use a hashtag on Twitter to find out who is tweeting about your products. Each tweet can be an excellent testimonial for your email marketing campaign. You can share your fans’ tweets directly from your business page, improving your impression as it seems that you care for their experiences. Giant companies like Amazon use this trick. Here is an example.

LinkedIn is also a great medium to get testimonials from other businesses and organizations. These kinds of testimonials play a crucial role in improving your impressions.

You can ask for video reviews from your trusted customers to post on YouTube. Videos can improve your impression dramatically. It is always more comforting to watch than to read a whole paragraph.

Helping with Co-writing

Some customers may be unwilling to complete the questionnaires you made for them. You can add some helpful features for them. Help them with co-writing while communicating with them. It would be best if you talk about your products so that you can write to them if they feel sluggish. This process will bring more testimonials for your business to stand out.

Interviewing directly

It’s an excellent idea if you invite your most trusted customers to attend an interview in exchange for some freemiums. This trick will get you transcripted and help you make video testimonials to run the most effective email marketing campaign. 

It is worth mentioning that MailBluster is one of the best examples for you if you find a cost-effective email marketing tool. It would be nice to use MailBluster to run successful email marketing campaigns.

Best Types of Emails for Testimonial Advertising

Testimonial advertising plays a significant role when you use it in suitable types of marketing emails. Examples include welcome emails, milestone emails, thank you emails, promotional emails, and lead nurturing emails.

Welcome Emails

This marketing email is handy when new people subscribe to your business. It’s all about welcoming new visitors and introducing your business. The welcome email is vital as the first impression depends on it. So, it would be best if you include testimonials because customers tend to trust other authentic customers’ words, not yours.

The Good for Company has a welcome email, a good example, including testimonials that can clear a lot of confusion.

testimonial advertising
Milestone Emails

Milestone emails are essential when you reach a goal with your business and want to share this news with your trusted customers. Suppose you recently got 1 million subscribers and are thankful for them. It’s a great idea to let them know that you completed a milestone in your business with their help.

Revolution Tea has an example: they are cheering up those they surveyed. This organization lets the customers know they are happy, with 94% of people who responded to their survey.

Thank You Emails

It’s good to let the customers know that you are very thankful to them for joining your community. This approach will make your customers feel special as it will seem you care about their actions. It also brings good impressions if you add testimonials with your “thank you email”. This is because it will show your recipients and others are taking action and providing feedback simultaneously, especially to those you are thankful for.

Lead Nurturing Emails

Sales don’t come easily that often. Instead, you need to make your customers’ minds grow slowly but effectively by stages and by nurturing the generated leads. So, lead nurturing email is essential to convince the subscribers to be your paying customers. And, they will not purchase if they can’t trust your business. Adding testimonials to lead nurturing emails is one of the best ways to trigger them so that they try to connect with your business.

The example below represents a lead nurturing email, including testimonials.

Promotional Emails

Testimonials are most important when introducing your customers to new products and services, as these new arrivals first need to gain their trust.

It would be best if you add testimonials to every product you advertise. An example of Z Gallerie is worth mentioning here.

testimonial advertising

Where in Email Content to Advertise Testimonials

Testimonials can be more effective if you choose them wisely and decide where you will use social proofs in the email body. Most people don’t advertise emails if the headline can’t catch their attention. So, the headline is where you can put a sign of social proof, as it is very much trustworthy to the people, especially the target customers.

Add testimonials to the opt-in form to encourage your visitors to fill it up correctly. It will show them that not only them but others are filling your form as well.

Testimonials can trigger your customers, especially when you offer freemiums in exchange for some more customers from their surroundings. Your offerings and other peoples’ social proofs will make their minds act just as you want them to.

MailBluster has free email marketing templates that will allow you to add testimonials wherever needed. Besides this, you can manage thousands of customers single-handedly with this tool. 


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