5 Examples of Testimonial Request Letters That Work

By Indeed Editorial Team

Updated 19 September 2022 | Published 30 August 2021

Updated 19 September 2022

Published 30 August 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Knowing how to write a testimonial request letter is essential for your business. It's an excellent opportunity for you to receive customer feedback and boost your company's credibility. In this article, we explain what a testimonial request letter is, give you writing tips and provide you with five examples.

What is a testimonial request letter?

Testimonials are reviews customers leave after they purchase a good or service from you. They are written or recorded documentation of feedback that you can publish to use as a form of marketing. Positive reviews increase the trust potential customers have in your company because testimonials can be credible sources of information.

Because letters of testimonial boost a company's credibility and promote sales, they're vital to any business. Knowing how to write a proper request letter is important because it increases the likelihood of customers writing a testimonial.

Related: How To Write a Testimonial: Steps, Tips and Examples

How to request a letter of testimonial

There are various ways of requesting a testimonial. The best method depends on your type of business and customer base. Here are some common methods for requesting a testimonial:

1. Email

Email is the fastest and most efficient way to reach your customers when requesting a testimonial. They're excellent ways to request testimonials because they allow you to easily reach many people. You can use the examples below to get started.

Related: How to Write an Email for Requesting Something (With Tips)

2. Postal mail

Postal mail remains a valuable tool because not everyone is reachable online. The content of postal letters is similar to the content found in an email. However, remember to include letterhead, a cover letter, a testimonial form the customer can fill out and a stamped envelope. It's also possible to include sample testimonials to give the customer a better idea of what you want.

Related: How to Write an Official Letter (With Tips and Example)

3. Link on your website

Providing a link on your website to your testimonial survey is an effective way to reach customers. Consider adding it to your homepage or blog. This way, visitors to your website can easily find your testimonial request.

4. Social media

Social media allows you to reach a high number of customers. If your business regularly engages with clients online, consider making a request for testimonials using your preferred platform. This method is excellent because it's easy and cost-effective.

5. In person

If your business lacks a large and engaged email list or social media following, consider asking your customers for their testimonials in person. Have a card ready with the link to your testimonial survey, so the customer can find it later. Asking in person often increases the chance of your request being successful, because it makes clients feel personally involved in the process.

Related: 14 Digital Marketer Skills for Professionals

Tips for writing a testimonial request letter

Here are some tips to keep in mind when composing your letter:

  • Be polite: It's important to be polite in your letter because you're asking a customer to help you. Being polite encourages the customer to leave a testimonial, assures them the request is not too burdensome and promotes your company's good reputation.

  • Be direct: While it's vital to avoid being blunt in your letter, it's recommended that you are direct in your request. The aim is to increase the likelihood of the customer responding. This is done by making it clear what you want and writing in an assertive, persuasive manner. Highlight the reasons why your customer can take the time to provide a testimonial.

  • Show gratitude: Showing gratitude at the beginning and end of your letter is a professional courtesy. Close your letter with a line expressing your appreciation. Signing off with closings that express gratitude, such as 'Sincerely,' or 'Thank you,' is also highly recommended.

  • Be positive: Having a positive approach increases the success rate of your testimonial request because it makes the customer feel as if they are doing a good deed by helping you.

  • Proofread: It's critical that you proofread your letter. Failing to do so can make you appear unprofessional. Check for unnecessary sentences, awkward expressions, grammatical errors and spelling mistakes. Reading your letter aloud is a good way to figure out what mistakes you're making.

  • Facilitate your request: Make it as easy as possible for customers to fulfil your request. This can be done by, for example, making it clear where and how the customer can leave their review and by providing your contact information in the letter in case the customer has any questions or concerns.

Related: 6 Ways To Start Your Email Right

5 examples of a testimonial request letter

Here are five email examples you can use as inspiration when writing your own:

1. Formal request letter

It's advisable to send a formal request letter if your customer base is more receptive to professional communication. For example, this approach is appropriate when your client is a law firm or governmental agency. Here's an example of a formal request letter:

Subject: A big thank you from our team

Hi [First name],

I wanted to express my gratitude to you for being a long-term client at [Company]. I greatly appreciate you and your team.

Our success comes from having terrific clients such as yourself and your opinion is highly valued. I was wondering if you would be willing to provide your thoughts on our service because we would like to feature your testimonial on our website. You can find examples of previous testimonials here [Link to page].

If interested, you can access the testimonial survey by following this link [Link to testimonial survey page] on your laptop or smartphone. The survey takes about five minutes.

Again, it has been a pleasure working with you and your team and I look forward to our continued partnership.


[Your name]

[Your title]

Related: What Is a Formal Email Format (With Steps and Example)

2. Incentive request letter

An excellent way to promote testimonial submissions is by adding an incentive. Here's an example of an incentive request letter:

Subject: We've got great news for you!

Hi [First name],

I've got a surprise for you! We're offering a select group of our customers a 3-month subscription for free!

This deal is super easy to claim and will only take about five minutes of your time.

All you have to do is follow these steps:

1. Click this link [Link to testimonial survey] to access the survey

2. Fill out the form and tell us what you think

After completing these steps, we will automatically add 3 months to your subscription free of charge!

We can't wait to hear back from you and hope you enjoy your 3 free months!


[Your name]

Related: Guide on How To Write an Email

3. Post-sale request letter

Reaching out to customers right after they purchase a good or service from you is beneficial because the timing is ideal and the delivery is natural. The experience is fresh in the customer's mind or they're excited to try the product and this type of request letter prevents you from seeming pushy when asking for reviews. Here's an example of a post-sale testimonial request:

Subject: Thanks for your purchase / How was your service?

Hi [First name],

We hope you're enjoying our [Product or service] so far!

If you have a few minutes, we would love to hear your feedback.

Please follow this link [Link to testimonial survey] to access the survey and tell us your thoughts.

Your help is greatly appreciated. Thank you for being such a fantastic customer!

Please reach out if you have any questions.


[Your name]

Related: How To Write a Personal Thank-You Letter

4. Holiday seasons request letter

The holidays provide an excellent excuse for sending testimonial requests because people are generally in good spirits. The holidays are also when customers typically increase their spending habits. Therefore, adding a discount code to your request letter is an effective way to encourage the recipient to purchase your goods or services. Here's an example of a holiday seasons testimonial request:

Subject: Happy holidays!

Hi [First name],

As the year winds down, I'd like to personally thank you for your support. To express my gratitude, I'm offering you 20% off on all our products!

All you have to do to receive this unique discount code is fill in a five-minute survey telling us your thoughts. Just follow this link [Link to testimonial survey] to access the form and receive your discount.

I hope you have a lovely holiday season and I look forward to continuing our relationship in the new year!


[Your name]

Related: How to End an Email (With Closing Examples and Tips)

5. Marketing email drip

Drip marketing consists of sending your customers and potential consumers a pre-written set of emails over time. Including a testimonial request towards the end of your drip is an excellent way to connect with your customer. Here's an example of a testimonial request sent as a marketing drip:

Subject: What do you think?

Hi [First name],

We would love to get your feedback now that you've had the chance to try our [Your product or service]. If you'd like to share your experience with us, just follow this link [Link to testimonial survey]. You can tell us what features you enjoy, how you use [Your product or service] or anything else you'd like to share!

Your feedback is greatly appreciated because it helps us improve as a company and helps us attract more amazing customers like yourself.

Please reach out if you have any questions.


[Your name]

Related: 6 Employee Testimonials To Improve Your Company's Reputation

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