Testimonial request email templates for SaaS founders

If you run a SaaS product, you already send plenty of emails: welcome, receipts, release notes. Few of them ask for a testimonial, and the ones that do often read like a form letter. This post gives you six templates for situations a SaaS founder meets, along with a short checklist for each.

All templates assume you send a single link to a short page, such as your HappySaid collection link. Replace anything in square brackets.

What every request needs

Before the templates, five things every request should do:

1. Use the person's first name and a real, specific reason you are asking them.
2. Say how long it takes. "About a minute" is honest for a few lines of text.
3. Say where the words will appear.
4. Give one link, not three.
5. Send it from a real person's address, so a reply reaches you.

If an email does these five things, the wording matters much less than you might expect.

1. First real value

Send this when a customer has done the thing your product exists for, for example their first published page or first processed batch.

Subject: You did it, [first name]

Hi [first name],

I noticed you [did the thing]. That is the moment most people are aiming for when they sign up.

If it is going well, would you share a couple of sentences about it? Here is a short page that takes about a minute: [collection link]

We show these on our website, always with your name and company, and only with your permission.

[your name]

2. After an upgrade

Someone who upgrades has just made a small bet on you. A short, warm note builds on that.

Subject: Thanks for upgrading

Hi [first name],

Thank you for upgrading to [plan]. I'm curious: what made you decide to go further?

If you are happy to put that in a couple of lines for other people deciding, here is the link: [collection link]

[your name]

The question "what made you decide?" gets better answers than "can you write a testimonial?" because it is easier to answer honestly.

3. Around renewal

Customers who stay for a year have a story. Ask them for it.

Subject: A year with [product]

Hi [first name],

You have been with us for a year, and that matters a great deal to a small team. Thank you.

Would you look back and tell us what has changed since you started? Two or three sentences are plenty: [collection link]

[your name]

4. After a customer call

If you talk to customers, you hear great quotes out loud and lose them in the notes. Write them down in the call, then ask.

Subject: Your words from today's call

Hi [first name],

Thank you for the time today. You said "[their exact words]", and I would love to share that on our website.

May I use it, with your name and company? If you would like to add to it or change anything, here is a short form: [collection link]

[your name]

Quote only what they actually said, and let them reword it.

5. A founder-led intro for early customers

When you have few customers, a personal note from the founder beats any automation.

Subject: A favour from a small team

Hi [first name],

You are one of our first customers, and your opinion carries real weight with us.

If [product] has been useful, a few honest lines from you would help the next person decide. You are welcome to include what could be better. Here is the link: [collection link]

[your name], founder

Inviting honest comments makes the quote more credible and makes people less worried about writing something perfect.

6. A quiet user

Some customers use the product daily and never write to you. A single, low-pressure message works better than a series.

Subject: Is it working for you?

Hi [first name],

I'd like to hear how [product] is working for you. If you have a minute, would you reply with one sentence? I will not post anything without asking first.

[your name]

Notice there is no link here. Replying to an email is easier than filling in a form. If the reply is good, ask if you can use it and send your collection link for the details.

Follow up once, then stop

One reminder after three or four days is reasonable. A second reminder is the limit. If they still don't reply, move on and ask again after the next good moment.

Close the loop

When a testimonial arrives, say thank you in a sentence and tell them where it will appear. Send the link when it is live. It costs a minute and makes the same customer likely to help again, or to refer a friend.