How to ask for a testimonial (with 5 email templates)
Most happy customers never write a testimonial, and the reason is rarely that they don't like you. Nobody asked, or the ask was awkward, or it took more than a minute. This post covers when to ask, who to ask, how to word it and five templates you can send today.
Ask right after a good moment
The best time to ask is right after the customer has noticed a win. Three moments work well for a SaaS product.
- After a result. They hit a milestone, finished a first import, published a first page or got a problem solved.
- After a good support conversation. Someone who just said "thank you, that fixed it" is already in a positive frame of mind.
- After a public compliment. A kind reply on a launch post or a message in your community is a quote that already exists. Ask if you can use it.
Avoid the first hour after signup and the day a bill arrives. In the first hour they have not got a result yet. On billing day, they are thinking about money.
Ask the right people
You don't need many testimonials, you need good ones. Start with the customers who:
- Have used the product for at least a few weeks.
- Wrote to you unprompted, in support or on social media.
- Are a kind of customer you want more of: the right size, role or industry.
A quote from someone your next buyer resembles is worth more than ten generic ones. Specific beats glowing.
Make it a one-minute job
Every extra step costs you replies. Send one link that opens a short page. Don't ask people to log in, create an account or find a form. With HappySaid, your collection link is one page where the customer types a few lines, adds a star rating if they want to, and confirms you may show it.
Give them something to react to. An open box that says "Write a testimonial" is harder than a question. Two or three prompts work well:
- What problem were you trying to solve?
- What changed after you started using the product?
- Who would you recommend it to?
Write the ask in your own voice
Keep it short and personal. Use their first name, say why you are asking them in particular, and tell them how long it takes. State clearly where the quote will appear. People say yes more readily when they know how it will be used.
Five templates
1. After a win
Subject: Quick favour, [first name]?
Hi [first name],
I saw you [published your first page / hit 100 testimonials / finished your import]. Congratulations, that is exactly what we hoped the product would help with.
Would you be open to sharing a few lines about how it has gone? It takes about a minute: [collection link]
I'd like to show it on our website, and you can edit or take it back at any time.
Thanks,
[your name]2. After a support conversation
Subject: Glad that's sorted
Hi [first name],
Glad we got that fixed. If you have a minute, would you tell other people what it is like to use [product]? One short answer is plenty: [collection link]
Either way, thanks for the patience today.
[your name]3. After a public compliment
Subject: Can I quote you?
Hi [first name],
Thank you for the kind words on [LinkedIn / X / Product Hunt]. May I show them on our website, with your name and company?
If you'd rather add a few more details, here is a short form: [collection link]
[your name]4. A reminder, a few days later
Subject: Re: Quick favour, [first name]?
Hi [first name],
A gentle nudge in case this got buried. The link takes about a minute: [collection link]
No problem at all if now is not a good time.
[your name]5. A thank-you after they reply
Subject: Thank you
Hi [first name],
Thank you, that means a lot. I'll show it on [page] and let you know when it is live. If you would like to change a word, reply to this email and I will update it.
[your name]What to do when the answer is vague
Some replies read "Great product, would recommend." That is kind but it doesn't help the next buyer. Reply with a single follow-up question: "What was the main thing you were trying to fix before you found us?" A specific answer to one question is better than a long, general one.
Get permission, and keep the original
Always keep proof that the person agreed to be quoted, and keep their original words even if you trim the quote for space. A short edit for length is normal. Changing the meaning is not. In HappySaid, the original is kept when you edit a testimonial, and the collection page asks for consent before anything is shared.
Keep the habit small
Pick one trigger from the list above and send two or three asks a week, not a big batch once a year. A steady trickle gives you fresh quotes and a better sense of which words your customers actually use. Then put the best ones where buyers will see them: the pricing page, the signup page and your wall.