A testimonial request template is a pre-written message — email, LinkedIn DM, or SMS — that prompts a satisfied customer to write or record a review. The best templates share three traits: they arrive at the right moment, they make the ask feel effortless, and they tell the customer exactly what to say and where to submit it. This guide gives you 11 ready-to-use templates across every major channel, plus the strategy behind why each one works.
Customers trust peer reviews more than any marketing message. In the SaaS industry especially, a handful of well-written testimonials can move a prospect from “interested” to “ready to buy” faster than any landing page copy. The challenge is that even happy customers rarely volunteer feedback unprompted — which means the request itself, and how you frame it, is the deciding factor between silence and a glowing review.
How to Ask for a Testimonial: 5-Step Strategy
Before you send any template, getting the strategy right will double your response rate. Here are the five principles that separate high-performing testimonial requests from ones that get ignored.
1. Time it to a success moment. The single most important variable is timing. For SaaS companies, the sweet spot is 30 days after a customer has activated and seen real value — they’ve moved past the learning curve but the positive experience is still fresh. Other strong trigger points: right after an upsell, immediately following a successful support resolution, or just after a customer publicly compliments you on social media. When you send a feature update announcement via a tool like AnnounceKit and receive positive engagement, that’s another ideal moment — customers who just celebrated a new feature are primed to share how much they value the product.
2. Make it personal, not templated-feeling. Even when using a template, personalize the subject line and opening sentence with the customer’s name and one specific detail about their experience. Mentioning the outcome they achieved (“You’ve grown your changelog readership 3x”) signals that your ask is genuine, not a mass blast.
3. Reduce friction to zero. Tell the customer exactly how long it will take (aim for “under 5 minutes”), exactly where to submit (a direct link, never “visit our website”), and exactly what format you’d like (a short paragraph, a star rating, a 60-second video). The more choices you force them to make, the less likely they are to complete the process.
4. Give them a starting point. Open-ended requests (“tell us what you think”) produce vague responses. Instead, prompt with a specific question: “What problem were you trying to solve before finding us, and what’s changed since?” This gives customers a narrative arc to follow and produces testimonials that resonate with future prospects facing the same problem.
5. Follow up once. A single follow-up sent 5–7 days after your initial request can increase response rates by 30–40%. Keep it brief and friendly — just a one-sentence reminder with the original link. More than one follow-up starts to feel pushy. If they haven’t responded after two touches, move on and try again after the next success moment.
Email Testimonial Request Templates
1. Professional Style Testimonial Request Templates
If the target customers are accustomed to professional communication, it is better to use this type of professional approach when asking for reviews from the customers. Preferably the CEO of the company should be the one sending out these testimonial requests. The email should be personalized according to specific customers. The testimonial submission form should not be forgotten to include in the email!
“Subject: A thank you from our team
Hi ….,
I wanted to reach out to let you know that employing our product with your business has been a true pleasure. I completely appreciate you, your team, and your business.
Our success comes from reputable clients like you and we extremely value your opinion. I was wondering if you’d be willing to share your ideas on our product so that we can add it to our website.
You can access the testimonial survey and it will take about five minutes. Follow this link on mobile or laptop to reach the survey.
Again, it’s been a great pleasure working with you and your team.
Best,”
When to use it: Best sent when your most valuable customers have been with you for 60–90 days and have had consistent, positive interactions with your team. The formal tone signals respect for their time and authority.
Why it works: The CEO-to-customer angle flatters the recipient and signals that their opinion matters at the highest level of your organization. The brief acknowledgment of their specific value — not generic praise — makes it feel earned rather than automated.
2. Casual Conversation Style Testimonial Request Templates
If your company has been already engaging with the customers throughout the experience, this type of casual testimonial request template might be a better option. The person in your team that has been in touch with the customer should be provided with the link to the testimonial request form. You should prepare your team and equip them with the right tools for asking for a review. They should sense the right time to ask the customers and provide them with the necessary information.
“Subject: Thank you
Hey,
Thanks for your kind words about our product, it’s been great pleasure working with you and your team as well.
This is certainly the perfect timing for us. At the moment we are gathering testimonials from our clients. I would love to feature your testimonials representing your company and your team! Here’s a link to our testimonial survey. This will take only about five minutes. But we’d really appreciate it. Feel free to share what you have in mind about our product.
Thanks again,”
When to use it: Use this template right after a customer gives you an informal compliment — in a support chat, on Slack, or in a reply to your newsletter. Strike while the positive sentiment is highest.
Why it works: You’re converting spontaneous goodwill into a structured testimonial. The casual tone matches the register of the original compliment and avoids the jarring shift of suddenly becoming formal with someone you’ve been chatting with informally for months.
3. Incentive-Based Testimonial Request Templates
This email should include an incentive that would trigger the customer to give their testimonial. Incentives could be anything ranging from gifts to discounts on products or services that you offer. In that way, you are encouraging the customers to give their valuable time to express their review by giving them a reward.
“Subject: Your free gift
Hi,
I’ve got amazing news! We’re offering … month subscriptions completely free of charge!
You have been deliberately chosen for this deal. It is very straight-forward to get it and the whole process takes about five minutes of your time.
Following the steps, at the end you will reach automatically …. months free subscription added to your account. We’d like to hear back from you and use your … months free subscription.
Best,”
When to use it: Best for customers who have been with you for a while but have never left a review despite positive NPS scores. The incentive gives them the nudge they need to prioritize your ask over their to-do list.
Why it works: Reciprocity is one of the most powerful psychological triggers in persuasion. When you give something first — even a modest extension or discount — customers feel a natural pull to give something back. Just be sure to check platform rules (G2, Capterra) before using incentives for reviews on third-party sites.
4. Automated Post-Sale Testimonial Request Templates
This testimonial request template is especially great for both its timing and that it feels very natural. A follow-up reach to the customer right after a sale does not only feel very natural but also offers a nice opportunity to include the testimonial within your note.
“Subject: Thanks for your purchase / How was your service?
Hi ….,
Thanks for your time on …., it was great working with you and I’m glad we could complete your project. If you have a few minutes today, we would love to get your feedback on your experience.
Follow this link to access the feedback form …… and leave your testimonial.
In the meantime, please reach out if you have any questions.
Best,”
When to use it: Trigger this automatically via your CRM or onboarding tool 24–48 hours after a purchase or project completion. The experience is freshest in the first two days — after that, response rates drop sharply.
Why it works: It bundles gratitude and a request into one natural touchpoint. The customer doesn’t feel singled out for an ask; they feel like this is simply part of your post-sale service flow, which makes the request feel less commercial.
5. Post-Sale (Upsell) Testimonial Request Template
If a customer comes back to buy more from you, it means you already have a place in their mind. More familiarity means more willingness to talk about you or help spread the word.
“Subject: Good to see you again
Hi ….,
We’re so glad that you’ve returned to our store to purchase ….. We appreciate our loyal customers, and we strive to give you a spectacular experience every time.
So, how did we do? We’d love to know what you liked about our store, or anything that we can do better. Visit this page …… to let us know in a short text statement or video.
Thank you!”
When to use it: Send immediately after an upsell or renewal event. Returning customers are self-selected advocates — they’ve already voted with their wallet, which makes them more credible reviewers than first-time buyers.
Why it works: The framing (“good to see you again”) signals that you value the ongoing relationship, not just the transaction. This emotional acknowledgment softens the ask and reminds the customer that they’re part of a community, not just a revenue line.
6. End-of-Year Follow-Up Testimonial Request Template
Special days and holidays are terrific times for reaching out with a testimonial request template. No one would find it unusual to find a note in their inbox during holiday seasons — why not include a testimonial request in that?
“Subject: Happy Holidays!
Hi …..,
Happy Holidays!
As this year winds down, I wanted to say thank you for your partnership using ….. this year. You’ve achieved fantastic results in the time we’ve been working together, so I wanted to reach out to see if you’d be interested in sharing a testimonial about your experience using ….. You can click this link to share some of your thoughts that we might feature on our website.
Thanks for your consideration of my request, and thanks for being a loyal customer. I hope you have a warm and happy holiday season with family and friends, and I’m looking forward to chatting again in the new year!
Cheers,”
When to use it: Year-end (November–December) or other seasonal milestones. Also works well at the customer’s annual renewal date, which is essentially their personal “end of year” with your product.
Why it works: The year-end reflection creates a natural narrative arc. Customers are already in a mood to look back and assess what went well — your request gives them a structured opportunity to articulate that, and the warm holiday framing makes the ask feel much less transactional.
Templates for LinkedIn, SMS, and Other Channels
7. LinkedIn Testimonial Request Template
LinkedIn is one of the most underused channels for testimonial requests, especially in B2B SaaS. A LinkedIn recommendation carries strong social proof because it’s tied to the reviewer’s professional identity — they can’t post it anonymously, which makes it more credible to future buyers. The platform also has a dedicated “Recommendations” feature that displays prominently on company and personal profiles.
“Hi [Name],
Working with [Company] over the past [X months] has been a real highlight — especially watching your team [specific outcome, e.g., ‘cut onboarding time in half with our changelog widget’].
I’d love to feature your story on our website and case studies section. Would you be open to writing a short LinkedIn recommendation or a 2–3 sentence quote I could use? I’m happy to draft something for your review if that makes it easier — just let me know.
Either way, thank you for being such a great partner.
[Your name]”
When to use it: After a customer success milestone, when you’ve been working closely with a specific champion at the company. LinkedIn messages get opened — inbox competition is far lower than email.
Why it works: Offering to draft the testimonial for them removes the biggest friction point — most people don’t know what to write. When you provide a starting point, you also ensure the testimonial covers the angle most useful to your marketing team. The professional context of LinkedIn means the request feels natural rather than out of place.
8. Follow-Up Testimonial Request Template
This is the most-used type of testimonial request in practice — and the most overlooked in template guides. The reality is that most customers who intend to leave a review simply forget. A single well-timed follow-up, sent 5–7 days after your first request, can recover 30–40% of responses that would otherwise be lost. Keep it short, reference the original request, and make it even easier to complete.
“Subject: Quick follow-up: your experience with [Product]
Hi [Name],
I wanted to follow up on my note from last week about leaving a short testimonial. I know things get busy — here’s the link again in case it got buried: [LINK]
It takes under 3 minutes, and your perspective genuinely helps other teams in [their industry] decide if [Product] is the right fit for them.
No worries if now isn’t the right time — I appreciate you either way.
Best,
[Your name]”
When to use it: Exactly once, 5–7 days after the original request goes unanswered. Do not send more than one follow-up — two touches is the maximum before the ask becomes pressure.
Why it works: The “no worries if now isn’t the right time” line is deceptively powerful — it relieves pressure and paradoxically makes people more likely to respond. The social proof angle (“helps other teams in your industry”) reframes the ask as an act of generosity rather than a favor to you.
9. SaaS-Specific Testimonial Request Template
Generic testimonials (“Great product, highly recommend!”) don’t convert SaaS buyers. What moves the needle is specificity: before/after outcomes, the specific feature that changed their workflow, and the team size or use case. This template is designed specifically for SaaS companies that want testimonials they can actually use on landing pages and in sales conversations.
“Subject: Would you share your [Product] story?
Hi [Name],
You’ve been using [Product] for [X months] now, and I’ve seen the results your team has achieved — [specific metric or outcome if known].
I’d love to capture your story in a short testimonial for our website. To make it easy, here are three questions you could answer in just a few sentences each:
1. What problem were you trying to solve before you found [Product]?
2. What changed after you started using it?
3. Who else on your team would you recommend [Product] to?
You can reply directly to this email or use this form: [LINK]. Either works perfectly.
Thank you so much — your experience is exactly the kind of story that helps other SaaS teams understand what’s possible.
Best,
[Your name]”
When to use it: After 60–90 days of active usage, when you can reference specific outcomes or metrics the customer has achieved. Power users and champions who engage with your product updates or changelog are ideal candidates.
Why it works: The three-question structure transforms an open-ended ask into a guided mini-interview. Customers who would freeze at “write us a testimonial” can easily answer three focused questions — and the answers you get will be far more compelling and conversion-friendly than vague praise.
10. Agency / Freelancer Testimonial Request Template
For agencies and freelancers, testimonials carry outsized weight because projects are high-trust, high-stakes engagements. Unlike SaaS subscriptions, project-based relationships have a clear endpoint — which makes the post-project moment a natural and high-response window for requesting feedback. The key is to make the ask feel like a natural conclusion to the project, not an afterthought.
“Subject: Wrapping up — and one small ask
Hi [Name],
It’s been a genuine pleasure working on [Project Name] together. Seeing [specific outcome, e.g., ‘the redesigned onboarding flow go live’] is exactly the kind of result I love to help clients achieve.
As I close out the project, I have one small ask: would you be willing to write a short testimonial about your experience working with me? Even 2–3 sentences about the process and results would mean a lot.
If it helps, here are a couple of prompts:
• What was the project or challenge we worked on?
• What was the outcome or result?
• Would you work together again or recommend me to others?
You can reply here or use this quick form: [LINK]
Thank you — looking forward to the next project together.
[Your name]”
When to use it: Within 48 hours of project completion — while the positive emotions of delivery are still running high. Waiting a week means competing with the next project on their to-do list.
Why it works: The “one small ask” framing minimizes the perceived size of the request. The guided prompts give the client a clear structure to follow, which dramatically lowers the cognitive effort required and produces a testimonial that’s actually useful for attracting future clients in the same space.
11. Form-Based Testimonial Request Template
Email and LinkedIn aren’t the only way to collect testimonials. A dedicated testimonial request form — sent via a direct link, embedded in your post-purchase email, or triggered inside your app — can capture responses at scale without a personalized outreach for every customer. This approach works especially well for high-volume SaaS products with hundreds of active users who would be impossible to contact individually.
“Subject: 2 minutes to help [Company] grow?
Hi [Name],
We’re collecting stories from customers who’ve used [Product] to [key outcome]. Would you be willing to take 2 minutes to share yours?
Our short form asks just three questions and you’ll be done in under 2 minutes: [FORM LINK]
Your feedback shapes how we describe [Product] to future customers — and helps teams like yours find us faster.
Thank you!
[Your name]”
When to use it: As part of an automated email sequence triggered by in-app behavior — for example, after a user hits a usage milestone (100 posts published, first team member invited, etc.).
Why it works: The 2-minute time estimate is the key conversion driver. Behavioral research consistently shows that time estimates — when they’re honest and achievable — dramatically increase form completion rates. Pairing this with a milestone trigger ensures the request lands when the customer is actively feeling product value, not just when a calendar date fires.
What Separates a Good Testimonial Request from a Bad One
Most testimonial requests that go unanswered share the same flaws: they’re too long, too vague, arrive at the wrong time, or make the customer do too much work. Understanding what separates a high-response request from a low-response one helps you refine any template for your specific context.
| Element | Bad Request | Good Request |
|---|---|---|
| Subject line | “We’d love your feedback!” (vague, overused) | “Your experience with [Product] — 3 quick questions” |
| Timing | Sent to all customers on a fixed date | Triggered by a success moment (purchase, milestone, compliment) |
| Ask | “Tell us what you think” (open-ended, daunting) | 3 specific guided questions with a direct form link |
| Time estimate | None given | “Takes under 3 minutes” |
| Personalization | Generic “Hi there” | Name + one specific reference to their experience |
| Follow-up | Never follows up, or follows up 3+ times | One follow-up after 5–7 days, then stops |
| Tone | Formal and corporate | Warm, conversational, matches your relationship |
The single biggest improvement most companies can make is adding a time estimate and switching from an open-ended ask to three guided questions. These two changes alone can double response rates without any other modifications to your outreach.
Real-World Testimonial Request Examples (What Brands Actually Send)
Seeing how successful companies structure their requests in the real world is often more instructive than any template. Here are three approaches drawn from well-known brands, with annotations on why each works.
Amazon (E-commerce, Post-Purchase): Amazon’s review request emails are a masterclass in friction reduction. They arrive within 24 hours of delivery, include a 5-star rating widget directly in the email body (no click required to begin), and ask for a written review only after you’ve tapped a star. The progressive commitment — small action first, bigger action second — is a proven technique for increasing completion rates. The subject line is always product-specific (“How was your [exact product name]?”), never generic.
Slack (B2B SaaS, In-App): Slack triggers testimonial and review requests from inside the product, not via email. When a user reaches a key milestone (adding their 10th integration, for example), a contextual prompt appears in-app asking if they’d be willing to share their experience on G2 or Capterra. The timing is brilliant — the customer is actively inside the product, experiencing the value firsthand, with no context-switching required to leave a review.
Basecamp (Project Management SaaS): Basecamp’s approach leans heavily on specificity in its customer story outreach. Their success team contacts customers personally after a project milestone and leads with a specific observation: “We noticed your team finished your first project in Basecamp last week — congratulations.” The testimonial ask comes second, almost as an afterthought. This sequencing — lead with value acknowledgment, follow with the ask — is why their case studies read as genuine stories rather than marketing collateral.
Testimonials are Ways of Communication
Asking for a review is a two-way street. It is a way of communication with your clients. So think of yourself in their shoes, and think about what you would like to receive as a testimonial request. It will definitely depend on the communication type you have with your customers. You will need to customize and personalize the testimonial templates.
After successful consideration of which type or style you will write according to the communication type you have with your customer, you will write to them. And in return, you will receive testimonials in an effective way. In case you decide to use e-mails to communicate with your customers to get feedback, please do not forget about the importance of personalized emails.
One tool that consistently improves testimonial response rates for SaaS companies is a well-timed product update announcement. When you share a meaningful new feature with customers using a tool like AnnounceKit, the customers who engage with that update — clicking through, commenting, reacting — are signaling strong product satisfaction. That’s your highest-probability pool for testimonial requests. Reaching out within 24 hours of a positive product update interaction can significantly increase the response rate compared to cold outreach.
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Frequently Asked Questions About Testimonial Request Templates
What is the best time to send a testimonial request?
The best time to send a testimonial request is immediately after a customer experiences a measurable success with your product or service. For SaaS companies, this is typically 30 days after activation, right after an upsell, or following a positive feature update interaction. The key principle is to request when the emotional high is at its peak — waiting too long means competing with indifference.
How do you ask for a testimonial without being pushy?
The most effective way to ask without feeling pushy is to frame the request as a mutual benefit and keep the ask small. Use language like “2–3 sentences would be perfect” rather than “write us a detailed review,” offer to draft something for the customer’s approval, and always include a graceful opt-out (“no worries if now isn’t the right time”). Limiting your follow-ups to one reminder also keeps the request feeling respectful rather than aggressive.
What should a good testimonial request email include?
A high-converting testimonial request email should include: a personalized opening that references the customer’s specific experience, a clear and specific ask (guided questions work better than open-ended requests), a realistic time estimate (“under 3 minutes”), a direct link to the submission form, and a warm, non-pressured close. Avoid long emails — the entire message should be readable in under 30 seconds.
How many testimonial request emails should I send?
Send a maximum of two — your initial request and one follow-up 5–7 days later. More than two messages risks damaging the customer relationship and signals desperation rather than confidence. If a customer doesn’t respond after two touches, simply try again after their next positive interaction with your product. Timing and relationship warmth matter far more than volume.
Can I use incentives for testimonial requests?
Yes, incentives like extended subscriptions, discounts, or free features are effective for increasing response rates, especially with customers who have positive NPS scores but haven’t taken action unprompted. However, be aware that third-party review platforms like G2, Capterra, and Trustpilot prohibit incentivized reviews in their terms of service. Reserve incentive-based requests for your own website testimonials, not for external platform reviews.
What’s the difference between a testimonial and a review?
A testimonial is a curated statement collected by the company and published on its own channels (website, case studies, sales decks). A review is typically published on a third-party platform (G2, Google, Capterra) and is outside the company’s editorial control. Both serve important social proof functions, but testimonials give you more control over format and placement, while reviews carry more perceived credibility because they’re independently hosted.
How long should a testimonial request be?
Your testimonial request email should be short enough to read in under 30 seconds — typically 80–120 words for the body. The testimonial itself that you’re asking the customer to write should be framed as 2–4 sentences or answers to 3 short guided questions. The shorter you make both the request and the ask, the higher your response rate will be.
Should I offer to write the testimonial for the customer?
Offering to draft a testimonial for the customer’s review and approval is one of the most effective techniques for high response rates, particularly for busy executives or enterprise customers. Frame it as doing them a favor (“I’m happy to put together a draft based on our conversations — you just review and approve it”). Most customers will either approve your draft with minor edits or use it as a starting point for something more personal. Either outcome serves your goal.
