How to Create High-Converting Testimonial Emails

Hey it’s Max from The Inbox Newsletter.

Testimonial emails can CRUSH for you or completely flop.

Many brands think dropping a few “nice product” reviews into an email = instant sales.

Wrong.

If your review email reads like an Amazon listing… you’re losing money.

Key Takeaways:

• Testimonial emails are not the place to be boring.

• Use 1-2 story-driven reviews that clearly highlight a transformation.

• Keep your email copy minimal and easy to read—don’t overwhelm.

• Choose reviews that overcome specific objections.

Why Testimonial Emails Work (When Done Right)

92% of ecommerce consumers read online reviews and testimonials when considering a purchase.

72% of customers trust a business more after reading a positive review.

Customers who interact with a positive review are 58% more likely to convert.

But that doesn’t mean any reviews will work.

It has to tell a story. It has to feel real. And it has to convert.

The best reviews don’t say “great product.”

They say: “I tried X, nothing worked, and then I found YOU.”

That’s a customer journey and that’s what sells.

1. Choose Testimonials That Sell

Your testimonial should show a clear “before and after.”

Look for reviews that show:

• Pain points the product solved

• Specific outcomes the customer experienced

• Personality or relatability (humor, emotion, etc.)

Bad: “Love this product, fast shipping.”

Better: “I struggled for months with back pain. One week with your posture corrector and I slept through the night.”

2. Only Feature 1-3 Reviews

More ≠ better.

If you throw 4-5 reviews in an email, none of them get read.

Focus on ONE powerful review. Two maybe and three max.

Give it space, highlight key lines, and direct the customer toward the buy.

3. Short. Simple. Clickable.

Your testimonial email is a teaser, not a landing page.

• Use a strong headline or quote to lead

• Use minimal design. Think image + review + CTA

• Always end with a direct CTA: “See why 4,000+ customers made the switch →”

4. Make It About the Customer, Not the Product

The review shouldn’t just say what the product does.

It should show the impact it had on someone’s life.

Every review you pick should remove a fear, doubt, or objection.

Strong Example

Great testimonial attacking pain points of customers…

Only one review so the customer will actually read it…

Bolded main points in the testominal…

Promoting the product subtly…

Short and sweet!

Template of The Day

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Helpful Links Of The Day

• 8-figure browse abandon email example

• THIS is what separates brands in 2025

• Break down of Vuori’s email marketing

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

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