Testimonial Request Sequence for Marketing Agencies Email Guide
Why Testimonial Request Sequence Emails Fail for Marketing Agencies (And How to Fix Them)
You just delivered outstanding results for a client. They're thrilled, but their praise disappears into a private email, never to be seen by prospects.
Many marketing agencies invest heavily in client success, yet often struggle to translate that success into public validation. The daily demands of client work mean that even the happiest clients rarely offer unsolicited testimonials.
This creates a missed opportunity, leaving valuable social proof untapped. A structured testimonial request sequence changes this.
It's not about being pushy, but about creating an easy, guided path for your clients to share their positive experiences. This strategic approach ensures you consistently collect authentic, powerful endorsements that build trust, attract new leads, and shorten sales cycles.
The templates below are designed to make testimonial collection a consistent, natural part of your client offboarding or ongoing relationship management.
The Complete 3-Email Testimonial Request Sequence for Marketing Agencies
As a marketing agency, 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 everything is continuing to go well with [client's specific project, e.g., the new website, the recent campaign]. It was a pleasure working with you on this, and we're really proud of the results we achieved together.
We're always looking for ways to improve our services and ensure our clients are getting the most value. From your perspective, how are things settling in now?
Are there any new insights or challenges that have emerged since we wrapped up? If you have a moment, I'd love to hear your thoughts.
No pressure at all, just a friendly check-in.
Best, [YOUR NAME]
This email uses the psychological principle of reciprocity and a low-friction approach. By offering an open-ended check-in and demonstrating continued care, you build goodwill without immediately asking for anything. This sets a positive tone and makes the subsequent request feel less transactional and more like a natural extension of the relationship.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
It's been fantastic seeing the positive impact of our work together on [client's specific outcome or goal]. Your success is what truly motivates us.
We're always looking to share stories of how we help agencies like yours. Would you be open to sharing a brief testimonial about your experience working with us?
To make it easy, here are a few questions that might spark some ideas: • What specific problem were you hoping to solve, and how did our services help? • What did you particularly enjoy or find most valuable about our approach? • What would you tell another agency considering working with us? Even a few sentences would be incredibly helpful.
If you prefer, a short video clip from your phone would also be amazing! You can simply reply to this email, or if you'd like, we can send you a quick link to record one.
Best, [YOUR NAME]
This email employs the principle of reduced cognitive load. By providing specific prompts, you guide the client's thoughts and make it easier for them to formulate a response, overcoming the blank page syndrome. Offering multiple formats (text or video) also caters to different preferences, increasing the likelihood of a response through choice architecture.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
Just wanted to gently follow up on my previous email regarding a testimonial. I know how busy agency life can be, so no worries if it slipped your mind.
We genuinely value your feedback and your experience working with us. Sharing your story helps other agencies understand the tangible benefits of our solutions and helps us continue to refine our offerings.
If you have a spare moment, even a quick thought on what you enjoyed most about our partnership would be incredibly useful. You can simply reply to this email with a few sentences.
Thanks again for your consideration and for being such a great client.
Best, [YOUR NAME]
This email uses the mere-exposure effect and the principle of commitment and consistency. By gently reminding the client, you increase the familiarity and salience of the request. It also subtly appeals to their prior positive interactions and potentially their implicit commitment to the relationship, making them more inclined to fulfill the request without feeling pressured.
4 Testimonial Request Sequence Mistakes Marketing Agencies Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting too long to ask for a testimonial after project completion, when client satisfaction is at its peak. | Implement a structured follow-up within a week of delivering final results, while the positive experience is fresh in their mind. |
✕ Making the testimonial request an open-ended, daunting task for the client, requiring too much effort. | Provide specific, easy-to-answer prompts or questions that guide their response and reduce the cognitive burden. |
✕ Only asking for written testimonials, limiting the client's options and potentially missing out on more effective formats. | Offer choices like text, a short video clip, or even a brief call to capture their thoughts, catering to different client preferences. |
✕ Not explaining the 'why' behind the request, making it feel like a chore rather than a contribution. | Briefly explain how their testimonial helps other agencies and allows you to improve services, appealing to their sense of community or altruism. |
Testimonial Request Sequence Timing Guide for Marketing Agencies
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 Marketing Agency Specialty
Adapt these templates for your specific industry.
Full-Service Agencies
- In your request, emphasize the comprehensive impact across multiple marketing channels or business areas.
- Ask clients to speak to the cohesive strategy and how different services worked together for their overall success.
- Encourage testimonials that highlight the full journey from initial challenge to solution.
Boutique Agencies
- Focus testimonial prompts on the personalized attention, deep understanding of their business, and bespoke solutions provided.
- Ask clients how the close working relationship and direct access to expertise made a difference.
- Encourage stories that illustrate the specific, tailored approach that set your agency apart.
Niche Agencies
- Direct clients to highlight your agency's specialized industry knowledge and understanding of their unique challenges.
- Ask how your deep expertise in their specific sector translated into more effective strategies and outcomes.
- Encourage testimonials that validate your agency as the go-to specialist in their particular niche.
Performance Agencies
- Guide clients to articulate the specific improvements in key performance indicators or business outcomes they experienced.
- Ask how your data-driven strategies and optimization efforts directly contributed to their growth or efficiency.
- Encourage testimonials that speak to the tangible, measurable impact of your agency's work on their bottom line.
Ready to Save Hours?
You now have everything: 3 complete email templates, the psychology behind each one, when to send them, common mistakes to avoid, and how to customize for your niche. Writing this from scratch would take you 4-6 hours. Or...
Get Your Marketing Agencies Emails Written In Under 5 Minutes.
You've got the blueprints. Now get them built. Answer a few questions about your marketing agencies offer and get all 7 emails written for you. Your voice. Your offer. Ready to send.
Stop guessing what to write. These are the emails that sell marketing agencies offers.
One-time payment. No subscription. Credits valid 12 months.