The Power of Testimonial Advertising in Email Marketing — Examples and Tips to Build Brand Authenticity
Testimonial advertising is a marketing strategy that leverages customer satisfaction to convince potential customers to try a product or service.
Consumers are keen to understand how a product or service has positively impacted other purchasers. In fact, 85% of people read up to 10 reviews to gain a deeper understanding of a brand’s authenticity.
You can showcase positive customer testimonials on Google Search, social media, and ads, but what about email marketing?
By neglecting to include testimonials in your emails, you will miss an opportunity to engage the majority of your subscribers.
So, let’s get straight into the essentials: how to use testimonials in emails and examples and tips to increase brand authenticity.
We’ll also let you in on a secret: The best marketing tool for sending testimonial emails.
What is a Testimonial in Advertising?
A testimonial is a statement from a satisfied customer used to promote a product or service.
Testimonials highlight the positive experiences of current consumers to convince potential customers to trust the business.
Here’s why testimonials work:
- They build trust: 88% of customers trust online reviews and testimonials as much as personal recommendations. Testimonials provide social proof, which helps build trust in your business.
- They build credibility: When a customer says your product has solved a problem for them, it shows the legitimacy of your marketing messages.
- They build authenticity: Testimonials come across as more genuine than traditional advertising copy. They show the human side of your brand and help potential customers connect emotionally.
Let’s review testimonial advertising examples to help you frame them nicely.
Testimonial Advertising Examples
Companies usually leverage testimonials on different platforms to attract the right type of audience. Below are 5 noteworthy testimonial advertising examples.
1. Elliot’s Personal Training
Elliot’s personal training offers different fitness classes, starting from $20, and they use customer testimonials on their Facebook page to attract the right audience.
It’s a wholesome strategic approach to marketing. They showcase photos of people working out and share testimonials between each post to increase brand awareness and credibility. This move works well because it includes the process and the outcome on the same page.
2. Individual Testimonial Instagram Post
It’s unconventional for an individual to randomly post about a brand without incentives involved. But in this post, Jane, an influencer, decides to show some love for the brand “Hue.”
She mentions how comfortable the pants are and emphasizes the fit and ease of use. This is a classic example of well-done testimonial advertising.
3. Selling Services on LinkedIn
While some people consider LinkedIn as a platform for generic ‘Work’ posts, Rose Elewude gets creative with her testimonials. She surprises readers with her ‘work advertising’ post that includes customer testimonials. These reviews convey her timeliness and skillsets, acting as a wonderful stage for promoting her services.
4. Healthy Living With Simone
Simone has a Facebook page where she sells products and advertises new ones. In the example below, she uses testimonials with an image of the customer holding the product. This increases credibility and trust while encouraging potential customers to purchase them.
5. Carolina Herrera: Paid Influencer Testimonial
This example is a bit different from the rest because the influencer is paid to write her views on the product. It’s as good as an advert but infuses the testimonial aspect alongside.
If you have the budget and find the right influencers, a paid collaboration can help get more eyes on your products.
Tip: Check out these influencer email marketing templates to connect with the right influencer for your brand.
Like in advertising, testimonials are an excellent opportunity to build trust with your email subscribers. Including short quotes, videos, or case studies in email campaigns can help you build credence, which will lead to increased conversions and sales.
How to Employ Testimonial Advertising For Your Email Campaigns
While promotional emails are great for audience engagement, testimonial emails enhance the personal connection with your brand. Rather than merely talking about your product, testimonials tell customer stories, increasing curiosity and engagement. However, doing it correctly is critical to maintaining your brand reputation.
Below, you’ll notice the different aspects of employing testimonials in emails.
| Aspect | How to |
|---|---|
| Testimonial source | ‣ Use testimonials from genuine customers who have positive reviews of your products or services |
| Email content | ‣ Focus on the benefits and highlight important parts of it ‣ Aim for short and impactful testimonials ‣ Keep it concise |
| Formatting | ‣ Use written quotes and include a headshot of the customer if possible ‣ Ensure high-quality visuals for video testimonials |
| Call-to-Action | ‣ Include a clear CTA and guide readers toward the next step |
| Segmentation | ‣ Personalize testimonial emails according to audience preferences and needs |
While the above information sets the stage, we’ll explore the types of testimonials you can include in emails.
Types of Testimonials You Can Use in Emails
Testimonials in emails go beyond advertising a product or service; they act as a virtual trophy by showcasing positive reviews from people.
The table below explains the different testimonials you can send.
| Type of Testimonial | Description | Examples |
|---|---|---|
| Quote | A short and impactful statement from a satisfied customer | “This product changed my life” – Jane Doe |
| Video | Show a short video of customers sharing their experiences | A 30-second video of a user praising your product or service |
| Case study | A detailed story showcasing how a customer successfully used your products | A two-page document on how a client increased their sales by 20% |
| Social media | Share Testimonial snippets from your social media posts | A screenshot of a Tweet saying, “Love this product” |
| Review | Gather reviews from sites like Google, Yelp, or Amazon | “5 stars on Amazon, excellent quality and service” |
| Influencer | A testimonial from a well-known figure in your industry | “Recommended by Dr. Jane, Nutrition Expert” |
| Blog post | A blog article written by a customer containing their experience with your product | A link to the customer’s blog post about their positive results |
| Audio | An audio clip of a customer speaking about their experiences | A 60-second audio clip of a client’s praise |
| Before and After | Showcasing the transformation a client has experienced | Photos of the client before and after using your products |
| Third-party | Testimonials from other businesses or partner companies | “Trusted by XYZ corp for 10 years” |
| Press mention | Positive mentions or reviews from media outlets | “Featured Techcrunch for innovative solutions” |
| Employee | Statements from employees regarding their satisfaction with the company | “Great workplace and good culture — Jane Doe, Customer Relations” |
| Customer satisfaction survey | Positive feedback collected from customer surveys | “95% customer satisfaction rate based on the recent survey” |
| Product comparison | Customers’ comparison with competitor products | “Switched from brand X and couldn’t be happier” |
Below, we’ll walk you through a few examples of good email testimonials.
9 Examples of Testimonial Advertising in Emails
From lifestyle brands to the skincare industry, these examples will inspire you to take your testimonial emails to the next level.
1. RNNR’s Customer Reviews
RNNR is a brand that sells running hats. Their testimonial email has a straightforward approach: a relevant subject line and email heading, a reviews section, and the “shop our collection” section.
The brand also features its reaction to the reviews as a way of thanking its customers.
2. MusicBed: Influencer Review
Reviews from industry people, celebrities, and influencers showcase social proof. MusicBed utilizes the voice of Chicago-based filmmaker Eric Floberg to advertise the brand as a tool to craft compelling stories.
3. DEUX: Customer Star Reviews
Deux, a dessert company, convinces customers to try its treats for Black Friday instead of taking a generic approach to purchases.
In a subtle way, the email body copy, along with the 5000+ star reviews, instills trust in potential customers.
4. Youth to the People: Skincare Community Testimonials
Customers cannot try skincare products physically, which encourages brands to find better ways to prove themselves. In the testimonial example below, Youth to the People demonstrates product functionality through positive customer testimonials.
They also place the CTA above the testimonials to capture customer attention before accessing social proof.
5. Sling: Product Comparison Testimonial
Sling is a streaming company that shows social proof in the form of product comparisons. The first testimonial talks about the customer switching from cable to Sling, which highlights the ease of use and functionality.
Another testimonial talks about saving money, which is a critical factor when considering purchases.
6. Keeps Home: Third-party Testimonial Example
Keeps Home which offers sustainable furniture exhibits its strength through third-party testimonials from famous websites and organizations. A testimonial from another company can be more powerful and act as your brand’s credibility badge.
7. Bored Cow: Casual Customer Testimonial
Bored Cow sells packaged milk with a unique twist: it uses intriguing images and keeps the reviews section colorful with a casual tone.They also add an email coupon in addition to the reviews to encourage more purchases.
8. Italki: Student Testimonials
Italki is a language learning company that establishes trust through student testimonials. The subject line — “Don’t just take our word for it. Hear their stories with Italki” is a powerful way to connect with potential learners.
People are usually more willing to trust and learn from other learners’ experiences, which makes this an excellent strategy.
9. SuperMajor: Consumer Testimonials
SuperMajor produces dairy-free oat milk chocolates. Their approach to email marketing testimonials is different: they focus on showcasing existing consumers’ love for their products by making the email entirely about the testimonials.
The best part is their user reviews are pretty long and sum up information about the entire product. They also create a sense of urgency by adding a discount that’s valid for the next 24 hours.
Pro Tip: Use Campaign Refinery’s Flash sale feature to install a countdown timer in your testimonial emails. This promotes urgency and encourages immediate participation.
Let’s go through a real-life example to give you a better idea of using testimonial marketing.
How Does Campaign Refinery Engage Audiences Through Testimonial Marketing: A Sneak Peek
At Campaign Refinery, our users have been singing their praises to our platform because of its unique ability to increase email open rates and achieve the best email deliverability rates they ever experienced.
We understand the power of testimonials and use them strategically to engage potential clients.
Here’s how we use our website to build trust:
- User testimonials on website: Testimonials from our clients are the first elements visitors see on our website. This strategic placement helps us gain their confidence before walking them through our unique features and functionality.
- Third-party logos: Our website showcases various clients that worked with us, increasing trust and credibility.
- Videos and tutorials by the founder: Our founder, Travis Ketchum, compiles his knowledge and know-how into bite-sized information to help email marketers achieve better results.
Campaign Refinery customer testimonials example
However, testimonials do not have to be tied to one platform.
That’s why we use them in email marketing to engage more audiences by:
- Highlighting our exceptional email deliverability rates (an aspect that puts us ahead of other ESPs).
- Sharing written quotes from customers that showcase specific features, such as our robust automation or segmentation tools.
- Leveraging testimonials that demonstrate quantifiable improvements, such as “Customer increased their open rates by “X” percentage in Y months.
Testimonial Design and Copywriting Tips
While the testimonials are essential, your email’s appearance plays a vital role in engaging audiences. Nobody wants to open a dull-looking email filled with customer testimonials.
Instead, follow these design and copy principles to create attractive testimonial emails:
- Use visual appeal: Stick to your brand colors and create harmony using two or more pastel colors.
- Include an intriguing headline: Tell a story through your headlines. For example, “Dane noticed spotless skin in 3 weeks.”
- Keep it readable: Use legible fonts and ample spacing, especially when showcasing testimonials.
- Highlight important points: Ensure to mark the most prominent parts of customer testimonials to help readers skim through them.
- Mention the key benefits of your products: Highlight specific benefits the customers have faced.
- Capture customer’s voice: Use the customers’ genuine voices to increase transparency and credibility.
- Keep it concise: Most people skim through emails, so keep your testimonials short and relevant.
- Variety is key: Showcase testimonials from diverse customers facing different challenges.
- Customize emails: Use relevant testimonials and tailor them according to your audiences’ needs.
Tips to Build Brand Authenticity Through Email Testimonials
Use these tips below to leverage email testimonials the right way and establish personal connections with customers:
- Focus on real people, real stories: Go beyond generic quotes by featuring real customer names, photos, and even short video snippets. This human connection helps build trust.
- Maintain transparency: Don’t be afraid to include initial hesitations or issues resolved by your brand. This shows a realistic journey and builds trust.
- Show, don’t just tell: Integrate visuals, including screenshots and videos, alongside product testimonials to establish authenticity.
- Stick to the context: Choose testimonials relevant to each email campaign and talk about the challenges customers usually face. You can also include a Q&A format with a customer, addressing common concerns and hesitations.
- Encourage engagement: Invite customers to share their stories and include intriguing CTAs to encourage participation.
- Consider interactive elements: Feature interactive elements such as polls, quizzes, and surveys to capture audience reactions and foster two-way communication.
While you implement the above, it’s also critical to follow legal regulations to steer clear of damaging your brand reputation.
Consider these legal aspects before featuring testimonials in your emails.
Legal Considerations For Using Testimonials
Although customers give you their honest opinions, it’s paramount to seek their permission before featuring it in your emails.
Here are more legal aspects to remember:
- Maintain truth and accuracy: Use customer testimonials as they are and avoid misleading or false claims. Also, don’t fabricate or exaggerate the testimonials.
- Take permission: Always obtain written permission from customers before using their names or photos in email campaigns.
- Affiliate disclosures: If a customer received compensation or incentive for their testimonial, disclose this early to avoid misleading consumers.
- Follow the guidelines: The Federal Trade Commission in the U.S. has guidelines regarding the usage of reviews and testimonials. Ensure you follow these to avoid legal consequences.
Testimonial email marketing can be highly effective in garnering the attention of potential customers and increasing sales. However, it’s critical that your emails reach the customers so that they take action.
Emails that consistently land in the spam folders or, in worse cases, never reach your audiences can have adverse effects on your brand reputation and email deliverability rates.
Ensuring your emails are sent from a reliable email marketing platform will help you achieve the desired results while maintaining your brand image.
Campaign Refinery is a comprehensive email marketing platform that offers the highest inbox placement rate on the market.
Campaign Refinery: The Best Marketing Tool to Send Testimonial Email Campaigns
Campaign Refinery isn’t just an email marketing platform; it’s a toolbox designed to maximize the effectiveness of your email outreach.
Here’s how Campaign Refinery can elevate your testimonial emails:
- Advanced segmentation: Target specific audiences with highly relevant testimonials. Our new ‘Audience Groups’ feature allows you to group different customer segments for the same email campaign.
- Automation powerhouse: Welcome new subscribers with positive user reviews or use them in trigger emails to increase brand trust.
- Engagement gamification: Use our engagement rewards feature to capture customer interest and incentivize them for every action they take on your emails.
- Engaged delivery: Our authentication protocols and high-speed sending engine ensure your emails reach audiences every time. Clients have noticed a 6x increase in email deliverability rates after working with us.
Supercharge your testimonial emails with the highest email deliverability rate and premium toolsets.
