Testimonial Request Sequence for Software Companies Email Guide
Why Testimonial Request Sequence Emails Fail for Software Companies (And How to Fix Them)
You just closed a major deal. Your client is thrilled.
But weeks later, that glowing feedback is still trapped in a Slack message or a forgotten email. Many software companies struggle to convert positive client experiences into public endorsements.
The opportunity for powerful social proof often slips away because there's no clear, consistent process to ask for it. You've probably seen competitors showcasing powerful testimonials, while your own best stories remain unheard.
A well-crafted testimonial request sequence doesn't just ask for feedback; it guides your happiest clients to share their success in a way that resonates with future prospects. It turns fleeting satisfaction into lasting credibility, providing tangible evidence of your solution's impact.
The templates below are designed to make testimonial collection simple, respectful, and highly effective.
The Complete 3-Email Testimonial Request Sequence for Software Companies
As a software company, 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],
It's been a little while since you started using [PRODUCT NAME], and I wanted to reach out personally. How are things going with the solution?
Are you finding that it addresses the challenges you hoped it would? We're always striving to ensure our clients get the most out of our services, and your experience helps us do that.
If there's anything at all, please don't hesitate to let me know.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique by asking for a low-commitment response first. It establishes a helpful tone, making the client feel heard, and creates psychological safety for them to share both positive and negative feedback. This genuine check-in builds rapport before any ask for a testimonial.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
Following up on our last conversation, I'm glad to hear [PRODUCT NAME] is making a positive impact for you. We're constantly looking for ways to share the successes our clients achieve with our solutions.
Would you be open to providing a brief testimonial about your experience? It doesn't need to be long.
Even a few sentences about how [PRODUCT NAME] has helped you [ACHIEVE SPECIFIC BENEFIT, e.g., simplify operations, save time, improve accuracy] would be incredibly valuable. To make it easy, you could consider answering: • What challenge were you facing before [PRODUCT NAME]? • How has [PRODUCT NAME] helped you overcome it? • What's the biggest benefit you've seen?
You can simply reply to this email, or use this quick form: [LINK TO TESTIMONIAL FORM]
Best, [YOUR NAME]
This email reduces cognitive load by providing specific prompts and an easy submission method. It uses the principle of consistency, as the client has already implicitly or explicitly given positive feedback in the previous email. By framing the testimonial as 'sharing success,' it appeals to a desire for recognition and contribution.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
Just a gentle reminder about our request for a testimonial on your experience with [PRODUCT NAME]. We genuinely appreciate your business and the positive feedback you've shared.
Hearing from clients like you helps prospective clients understand the real-world impact of our solutions. If you haven't had a chance yet, it would mean a lot to us if you could share a few thoughts on how [PRODUCT NAME] has helped you.
Again, you can simply reply to this email or fill out the short form here: [LINK TO TESTIMONIAL FORM] No worries if now isn't a good time.
Best, [YOUR NAME]
This email employs the 'mere-exposure effect' by gently reminding the client without pressure. It reiterates the value of their contribution to the sender, appealing to altruism. By offering the option to decline ('No worries if now isn't a good time'), it maintains goodwill and respects their autonomy, increasing the likelihood of a positive response later.
4 Testimonial Request Sequence Mistakes Software Companies Make
| Don't Do This | Do This Instead |
|---|---|
✕ Waiting until a client relationship is old or inactive before asking for a testimonial. | Initiate the sequence when the client is actively experiencing positive results, typically 1-3 months post-onboarding or after a significant milestone. |
✕ Asking for a generic 'testimonial' without any guidance or specific questions. | Provide 2-3 specific, open-ended questions that prompt clients to share effective outcomes related to your software's value proposition. |
✕ Making the testimonial submission process cumbersome, requiring logins or complex forms. | Offer multiple, easy submission options: a direct reply to the email, a simple pre-filled form, or even a quick scheduled call to capture their thoughts verbally. |
✕ Only approaching your absolute top-tier, enterprise clients for testimonials. | Seek testimonials from a diverse range of clients (SMBs, different industries, various use cases) to showcase broader applicability and appeal to a wider audience. |
Testimonial Request Sequence Timing Guide for Software Companies
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 Software Company Specialty
Adapt these templates for your specific industry.
Enterprise Software
- Focus testimonials on quantifiable ROI, operational efficiencies, and strategic impact within large organizations.
- Offer to draft a testimonial based on their feedback, allowing them to review and approve.
- Involve the account manager or success lead who has the strongest relationship with the client to make the initial ask.
SMB Software
- Highlight testimonials that speak to ease of implementation, time savings for small teams, and direct business growth.
- Suggest video testimonials for authenticity, as SMB owners often connect with peers through relatable stories.
- Emphasize how the software helps them compete with larger players or solve common small business pain points.
Consumer Software
- Focus on personal transformation, convenience, delight in daily life, or unique user experience aspects.
- Encourage testimonials in the form of app store reviews, social media mentions, or short video clips.
- Offer a small, relevant incentive (e.g., in-app credit, premium feature access) for their time and contribution.
Vertical Software
- Emphasize testimonials that address industry-specific compliance, specialized workflow improvements, or unique challenges only your software solves.
- Target clients who are respected figures or early adopters within their specific industry vertical.
- Ask for testimonials that highlight how the software meets niche regulatory requirements or industry best practices.
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