How to Use Testimonials in E-mail Marketing

E-mail marketing is a struggling way to promote your business. You should listen to every customer response and be ready to adjust your strategy according to their needs. There are several types of e-mails you can send to your clients in order to gently push them towards acquisition:

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Testimonial E-mail

This kind of e-mail should be bright and engaging. It is better to include a vivid image of your product. As far as you sell your product, try to underline its advantages to your future clients. You will definitely include a testimonial from your previous customer. It should be one of the best feedbacks based on experience. In this case, it will be easier to accept the predominance of your product.

  • Work on the outstanding design of your e-mails. You can put together the image of your product and the way it influenced your customers. Try to introduce engaging and optimistic elements into you e-mail layout. Together, it will be a brilliant showcase of your services.
  • Choose one of your recent testimonials and place it in a beautiful spot of the e-mail. It is better to follow the image of your product with a successful client feedback.
  • Don’t forget to include an image of what you can offer to your clients. It is not enough to have a well-designed testimonial. You should show the real face of your product. For this purpose, choose a really powerful image that would work for the benefit of your product.
  • Guide your potential client towards a possible acquisition of your product or service. Include more information to facilitate this process for both of you. You can place links with more testimonials or available company news that can be interesting and useful for customers.

Advisory E-mail

By means of this e-mail type, you can not only promote your product advantages as a useful advice but also include some testimonials as a proof that it worked for your clients. It is not so difficult to reach out people with such e-mails because most of them are open for new information that is advisory and grounded.

  • Think what kind of advice you are ready to pass to your clients. It should be a valuable thing. It should also be interesting for users to read and understand.
  • Try to focus on your customers and on the service you provide. The words you use and the way you speak to your clients – these are major factors of your e-mail marketing campaign.
  • Check what you send your clients before you do it. Verify all grammar errors and structure your note very well. After the advisory e-mail is sent, you can proceed with testimonial e-mail.

Educational and Promotional E-mail

This is a perfect combination of the attempts to educate customers and to lightly promote your services. The only thing you have to do here is to be easy-going and not oppressive with your desire to sell. Remember that people will be likely to buy if they make this decision. This process is extremely fragile, so any pushing forward will result in a refusal.


  • Be as short as possible: do not annoy people with long explanations why your products are so unique. Your statements should be well-grounded, practical and comprehensible.
  • Be relevant and clear. In these e-mails, you start building a long-term relationship with your client. It is a good time to introduce where applicable some of the recent testimonials about your business. If your information is interesting, people will definitely read the feedbacks and digest them.
  • Add a small promotion of your services. You can place catchy phrases throughout the e-mail, or gather them all in one place. No matter, how you do it, it should be natural.
  • Make it feel urgent. Customers are likely to respond fast when they realize that the chance will be gone soon. If you limit your promotional period or say that products will be out of stock soon, people will make their decisions at a glance.

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