Ways to Use Customer Testimonials in Marketing Emails

Marketing emails are a necessity some of us don’t want to think about. It’s hard to avoid them feeling disingenuous or overly cheery. However, there’s an easy way to give them a more genuine feel.

Utilize testimonials from your existing customers. This works whether you’re working with internal customers (people within your organization), external businesses, or consumers.

Here are just a few ways to incorporate these into your content.


The most basic customer testimonial is the standard review, which provides feedback on the quality of the product and its usability. However, when it comes to a service, reviews should reflect the message you wish to convey.

You could add a quote from a customer review or two in the signature area of your email with other company information. Or you could send an email with a link to your site and a page of customer reviews to potential clients to drum up some more business.

These are beneficial as they give potential customers an idea of what they can expect from your company and confidence that you are worth working with. If you don’t have a review section on your site, you can use credible review sites to get this information or even social media where appropriate.

User-Generated Content

Customers love to feel appreciated and like they’re more than just a part of a chain. “There’s a reason companies that treat people like people tend to get a more positive response. Part of this is feeling like their input or custom matters” advises Sophie Christine, a business writer at Paper Fellows and Boom Essays review.

As such, it’s worth looking to try and include content created by current customers or users in your emails. It could be a great recurring feature in a monthly email newsletter. Include unique social media hashtags for your company when talking about the business and link to customer reviews. This is easier for many consumers to relate to these days. Even with business customers, you can get some use from this through sites like LinkedIn and other business-wide social media. If you pair this with the reviews, then you will show a sense of openness which means people are more likely to trust in you and your product or service.

Success Stories and Case Studies

If you do a regular newsletter, you can include success stories and case studies for other customers to read. Success stories and case studies work in the following ways:

  • Success stories show how people have used the product or service, and have seen amazing results.

  • Case studies provides the statistics found in a sample, and proves that your product or service is effective.

These stories and studies should elicit an emotional response to make your customer feel more comfortable or excited to work with you.


Email templates are good, they give you a starting point. Having a basic outline of email marketing material means communications stay fairly uniform and you know what the key points to cover are. However, you absolutely need to personalize the material to fit the person you are communicating with. Many marketing teams have accidentally sent out generic emails to their whole list without actually doing due diligence and losing potential high-value clients because of this.

As humans we are looking for that personal touch, we are looking to be treated as individuals” says Daniel Richard, a project manager at State of writing and UK Writings review.

One way to do this is by making sure the testimonials you are sharing are suitable to the customer demographic. In terms of working with other businesses, this means looking to target the industry they work in and the products/services they provide, and how your product/service can help them. Five minutes of research can save you a lot of pain in the long run.


Overall, there are various ways to look at including customer testimonials in marketing emails. But at the end of the day, you need to consider working with existing customers to get content and make sure you personalize the content you send to potential customers accordingly. Whether you use quick reviews, success stories, case studies, or customer-created media is up to you.

Sara Sparrow is a project manager and technical writer at Essay writing service and Assignment help. She is also a contributing writer at OX Essays. As a content writer, she writes articles about lifestyle trends, workplace productivity, and other business trends.

Related Articles