Your email subscribers don't want another pitch. They want proof that your product actually works. That's where testimonials come in.
According to Campaign Monitor, emails with customer testimonials see a 32% higher click-through rate. But most businesses either skip testimonials entirely or use them poorly. Let's change that.
Why Testimonials Work in Email Marketing
Email is personal. It lands in someone's inbox, not on a billboard. When you include a testimonial from someone who looks like your reader, you're essentially saying: "People like you have tried this and loved it."
It reduces skepticism, builds trust, and answers the question every reader has: "Will this actually work for me?"
1. Welcome Emails: Set the Tone Early
Your welcome email is your first impression. Instead of just saying "Thanks for signing up," show new subscribers that they made the right choice.
Example:
"I was skeptical at first, but after using [Product] for just one week, I landed my first client. It paid for itself 10x over."
— Sarah K., Freelance Designer
This instantly validates their decision and sets a positive tone for future emails.
2. Product Launch Emails: Show Real Results
Launching a new product or feature? Don't just list features. Show someone using it successfully.
Bad:
"Our new dashboard has 15 new features including analytics, integrations, and automation."
Good:
"The new dashboard saves me 5 hours a week. I can finally see which clients are engaging without digging through spreadsheets."
— Mike T., Marketing Agency Owner
The second version translates features into tangible benefits through someone else's voice.
3. Cart Abandonment Emails: Overcome Objections
When someone abandons their cart, they're hesitating. A testimonial that addresses common objections can tip them over the edge.
If price is the objection:
"I almost didn't buy because of the price, but it paid for itself in the first month. Best investment I've made this year."
— Alex R., Course Creator
If effectiveness is the objection:
"I've tried 4 other tools. This is the only one that actually delivered what it promised."
— Jamie L., SaaS Founder
4. Newsletter Content: Break Up the Monotony
Long newsletters can feel overwhelming. Drop in a short testimonial between sections to add social proof and give readers a mental break.
[Section about a tip or strategy]
💬 "This exact tactic helped me 3x my email open rates in two weeks."
— Priya M., Newsletter Creator
[Next section]
5. Re-engagement Campaigns: Win Them Back
Trying to win back inactive subscribers? Show them what they're missing through someone else's success.
Subject: We've missed you (see what others are saying)
Since you last opened our emails, here's what other subscribers have achieved:
• "Landed 3 new clients using the cold email templates" – Tom H.
• "Finally hit $10k MRR after implementing the pricing strategy" – Lisa K.
• "Doubled my email list in 30 days" – Kevin P.
6. Sales Emails: Close the Deal
When you're pitching, testimonials are your secret weapon. Place them strategically:
- After the hook: "Here's what [similar person] achieved..."
- Before the CTA: "Don't take my word for it..."
- In the PS: "PS: Here's what Sarah said after trying this..."
💡 Pro tip
Match the testimonial to your reader. Selling to freelancers? Use a freelancer testimonial. Selling to agencies? Use an agency testimonial. Specificity builds trust.
7. Post-Purchase Emails: Reinforce the Decision
After someone buys, they might have buyer's remorse. A testimonial in your onboarding email reassures them.
Subject: You made the right choice
Hey [Name],
Welcome! You're now part of a community of [X] people getting real results:
"I was nervous about investing, but within 48 hours I saw results. If you're on the fence, just do it."
— Jordan W., Entrepreneur
Best Practices for Email Testimonials
Keep Them Short
Email readers are skimming. Aim for 1-3 sentences max. Save the long-form stories for your website.
Use Real Names and Details
"Sarah K., Freelance Designer" is infinitely more credible than "Happy Customer." Always include a name and context.
Rotate Your Testimonials
Don't use the same 3 testimonials in every email. Keep a library and rotate them based on the email's goal.
Include a Photo (When Possible)
Emails with photos of real people see 26% higher engagement. If you have permission, include a headshot next to the testimonial.
Link to the Full Story
If you have a detailed case study or video testimonial, tease it in the email and link to the full version.
Common Mistakes to Avoid
❌ Vague Praise
"Great product, love it!" tells readers nothing.
✅ Specific Results
"Saved me 10 hours a week and helped me land 2 clients in the first month."
❌ Overloading Every Email
Don't stuff 5 testimonials into one email. One well-placed testimonial beats five crammed ones.
❌ Using Fake Testimonials
Readers can smell fake testimonials a mile away. Only use real ones. Always.
How to Collect Testimonials for Email Marketing
You can't use testimonials if you don't have them. Here's how to get them:
- Send a simple email: Ask happy customers to share their experience (see our guide on asking)
- Use our free generator: Our AI tool creates custom questions that get great responses
- Automate collection: Tools like TestiGather send requests, follow up, and organize responses automatically
Real Example: How ConvertKit Uses Testimonials
ConvertKit includes creator testimonials in nearly every promotional email. They don't just say "Our tool helps creators earn money." They show specific creators sharing exact revenue numbers:
"I went from $0 to $8,000 in monthly newsletter revenue in 6 months using ConvertKit's sponsorship feature."
— Pat Flynn, Creator
Notice the specificity: $0 to $8,000. 6 months. Sponsorship feature. That's what makes it believable.
Track What Works
Not all testimonials perform equally. Test different placements and formats:
- A/B test emails with vs. without testimonials
- Test different testimonial placements (top, middle, before CTA)
- Track which testimonials get the most clicks
- Monitor conversion rates on emails with specific testimonial types
Use your email platform's analytics to see what resonates with your audience.
Related Articles
30+ Social Proof Examples (By Industry & Type)
Real-world social proof examples from top brands, organized by type and industry. See what works and why.
How to Collect Testimonials: The Complete Guide
Master the testimonial collection process with 7 proven methods, automation tools, and ready-to-use templates.
15 Testimonial Request Email Templates That Get Responses
Copy-paste email templates for asking clients for testimonials. Includes follow-up sequences and best practices.
Automate Testimonial Collection for Email Campaigns
TestiGather collects, organizes, and displays testimonials so you always have fresh social proof for your email marketing. No more manual follow-ups or lost responses.