Testimonial Request Sequence for Event Planners Email Guide
Why Testimonial Request Sequence Emails Fail for Event Planners (And How to Fix Them)
Your meticulously planned event just wrapped, guests are raving, but the phone isn't ringing with new inquiries. Many event planners experience this disconnect.
The buzz fades, and those glowing verbal compliments vanish into thin air, never reaching your future clients. What you need isn't just a happy client, but *proof* of a happy client.
A strategic testimonial request sequence transforms fleeting praise into lasting social proof. It's how you bottle the magic of a successful event and present it to the world, building credibility and trust long after the last guest leaves.
The sequence below provides the exact emails you need to make collecting powerful testimonials simple and effective.
The Complete 3-Email Testimonial Request Sequence for Event Planners
As an event planner, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Check-in
Ask how things are going and gauge satisfaction
Hi [First Name],
Hope you're having a smooth week after [EVENT TYPE]! I wanted to reach out and see how everything is settling for you.
Was there anything outstanding or any lingering questions from the event? My goal is always to deliver the best possible experience, and your feedback helps me refine my services.
I'm reflecting on [SPECIFIC POSITIVE MOMENT OR ASPECT OF THE EVENT]. It was a pleasure to see [CLIENT/GUEST REACTION].
Please don't hesitate to share your thoughts, good or bad. I'm here to listen.
Best, [YOUR NAME]
This email uses the "foot-in-the-door" technique. By asking for low-commitment feedback first, the client is more likely to engage. It also frames the interaction as a genuine care for their experience, not an immediate ask, which builds goodwill and opens the door for a later testimonial request. It also subtly reminds them of a positive moment, priming them for a positive response.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
Following up on our last conversation, I truly appreciate your insights about [EVENT TYPE]. It helps me grow.
I'm currently updating my portfolio and would be incredibly grateful if you could share a brief testimonial about your experience working with me. Your words carry immense weight for future clients considering my services.
To make it easy, here are a few prompts: • What challenge were you facing before hiring me for [EVENT TYPE]? • What specific results or feelings did you experience during/after the event? • What would you tell someone considering my event planning services? You can simply reply to this email with your thoughts.
Anything you share would be wonderful.
Best, [YOUR NAME]
This email uses the "reciprocity principle" by referencing the previous check-in. It removes friction by providing specific, open-ended prompts, guiding the client to provide valuable, detailed feedback rather than a generic "great job." This makes the task feel less daunting and increases the likelihood of a high-quality testimonial.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
Just wanted to circle back on my previous email regarding a testimonial for [EVENT TYPE]. I know how busy things get after an event, so no worries if it slipped your mind.
I simply wanted to ensure my request didn't get lost in your inbox. Your perspective on the event and my services is genuinely valuable to me.
It helps potential clients understand the impact I can make. If you have a moment, even a few sentences would be incredibly helpful.
You can use the prompts from my last email, or just share whatever comes to mind.
Best, [YOUR NAME]
This email uses the "benign reminder" technique, acknowledging the client's likely busyness rather than implying they forgot. It maintains a low-pressure tone while subtly reinforcing the value of their feedback. By offering flexibility ("even a few sentences," "whatever comes to mind"), it further reduces perceived effort, increasing the chances of a response.
4 Testimonial Request Sequence Mistakes Event Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting too long to ask for feedback, letting the event's positive glow fade. | Send a "check-in" email within 24-48 hours after the event, while the experience is still fresh. |
✕ Sending a generic "Please leave a review" email without any guidance. | Provide specific, easy-to-answer prompts that guide clients to share effective details about their experience and results. |
✕ Not making it easy for clients to submit testimonials, requiring them to handle a form or external site. | Encourage clients to simply reply to your email with their thoughts, removing extra steps and friction. |
✕ Never following up if a client doesn't respond to the initial request. | Send a gentle, low-pressure reminder email after a few days, acknowledging their busy schedule and reiterating the value of their feedback. |
Testimonial Request Sequence Timing Guide for Event Planners
When you send matters as much as what you send.
The Check-in
Ask how things are going and gauge satisfaction
The Request
Ask for a testimonial with specific, easy prompts
The Gentle Nudge
Follow up with those who have not responded
Send after a win, project completion, or positive feedback.
Customize Testimonial Request Sequence for Your Event Planner Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on collecting testimonials from your first few clients, even if they were pro-bono or discounted. Early social proof is vital.
- Ask for video testimonials if possible. Even a short, informal video on a phone can be incredibly powerful for building trust.
- Integrate the testimonial request into your offboarding process as a standard step, rather than an afterthought.
Intermediate Practitioners
- Segment your testimonial requests by event type (weddings, corporate, social) to ensure relevance for future inquiries.
- Offer to draft a testimonial based on your client's verbal feedback, then send it for their approval and minor edits.
- Use a CRM to track who has provided testimonials and set reminders for follow-ups, ensuring no client is missed.
Advanced Professionals
- Beyond written testimonials, seek out case studies that detail the scope, challenges, and specific solutions you provided for complex events.
- Request testimonials from key vendors and partners you collaborate with, showcasing your professionalism within the industry.
- Identify clients who are likely to become referrers and prioritize them for testimonial requests, strengthening your network.
Industry Specialists
- Tailor your testimonial prompts to focus on the unique challenges and successes specific to your niche (e.g., "handling international logistics").
- Highlight testimonials that speak to your specialized knowledge or unique solutions within your specific industry.
- Request testimonials from industry thought leaders or keynote speakers if your events involve them, adding significant credibility.
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