And yes, at the heart of a successful referral program lies the refer-a-friend email templates. They effectively communicate your offer, incentivize participation, and simplify the sharing process.

This article equips junior email marketers, HR professionals, and product managers with actionable insights, best practices, and read-made templates to launch or optimize their referral email campaigns. 

To stress, we’ll delve into two distinct, yet equally vital, areas: 

1. Business/product referral programs 
2. Internal HR/job referral initiatives 

Refer a friend email template: business referrals

A customer referral strategy leverages the trust existing customers have in your brand to attract new, high-quality leads who are often more loyal and have a higher lifetime value. 

What makes a great business referral email?

A successful business referral is about providing value and making the process effortless. Here are the core components:

• Clear, compelling incentive: The most powerful referral programs offer a two-sided incentive – a reward for both the referrer and the referred friend. Clearly articulate what each party stands to gain. For SMEs, this might be a discount on their next purchase; for large enterprises, it could be substantial credits, premium access, or exclusive gifts.
• Strong Call-to-Action (CTA): The CTA should be unmistakable, actionable, and visually prominent. Use strong verbs and ensure it stands out, ideally above the fold, encouraging immediate action.
• Personalization: Go beyond just addressing the customer by name. Incorporate their purchase history, engagement level, or loyalty status to make the request feel more relevant and less generic.

• Unique referral link/code: Essential for accurate tracking, attribution, and automated reward distribution. Make it easy to find and copy.
• Compelling subject line: This is your first impression. It needs to be enticing, concise, and communicate value to encourage opens.
• Simplicity and clarity: The referral mechanism should be straightforward. Customers shouldn’t need to read complex instructions; make it intuitive.
• Mobile Optimization: A significant portion of emails are opened on mobile devices. Ensure your email is responsive, loads quickly, and is easy to navigate on smaller screens.

Business referral email templates

Here are a few adaptable refer a friend email templates tailored for different business scenarios:

Template 1: Post-purchase referral email
(focus on immediate positive experience)

• Subject line: Loving [Your Product/Service]? Share the Love & Get [Incentive]!
• Body:

• Annotation: This template leverages the peak moment of customer satisfaction. Personalization with the specific product/service reinforces the positive experience. The two-sided incentive is clearly articulated.

Template 2: Loyal customer/VIP referral email
(focus on exclusivity)

• Subject line: Just for [Customer Name] – Refer a Friend & Unlock [Premium Incentive]!
• Body:

• Annotation: This template targets your most engaged customers, making them feel valued and part of an exclusive circle. The incentive is often higher and more tailored to their loyalty status.

Template 3: General program announcement/reminder
(Focus on broad reach and simplicity)

• Subject Line: Give [Friend’s Incentive], Get [Your Incentive] – Share [Your Company Name] with Friends!
• Body:

• Annotation: This is a versatile template for ongoing program promotion. Its strength lies in clarity and a concise explanation of the process, making it easy to digest for busy individuals.

How to write a referral email for a business?

Crafting effective business referral emails requires strategic thinking and meticulous execution. Here’s a step-by-step guide:

1. Define clear objectives and incentives:
   • Objective: What do you want to achieve? (e.g., specific number of new customers, higher average order value from referred customers).
   • Incentives: Research what motivates your specific customer base. Cash rewards, discounts, store credit, exclusive access, or charitable donations can all be effective. Ensure the incentive is compelling enough to overcome inertia. Large enterprises might offer substantial credits or unique experiences, while SMEs might focus on loyalty points or significant discounts.

2. Craft magnetic subject lines:
   • The subject line is critical for open rates. Make it:
     • Personalized: “A special offer for [Customer Name]”
     • Benefit-oriented: “Get XY, Give XY!” or “Unlock [Exclusive Benefit]”
     • Urgent (if applicable): “Limited Time: Double Your Referral Bonus!”
     • Concise: Keep it short and to the point.
     • Visually engaging: Emojis (use sparingly and relevantly) can increase visibility.

3. Master personalization and segmentation:
   • Beyond “Hi [Name],” segment your audience. Send different refer a friend email templates based on:
     • Purchase history: “Since you loved [Product X], why not share it?”
     • Engagement Level: Target your most loyal, active users.
     • Demographics: Tailor offers to specific groups.

4. Simplify program explanation:
   • Don’t overwhelm recipients with details. Use:
     • Bullet points: For clear steps (e.g., “1. Share link. 2. Friend buys. 3. You get rewarded!”).
     • Concise language: Avoid jargon.
     • Visuals: A simple infographic can explain the process at a glance.

5. Design a compelling Call to Action:
   • The CTA button should:
     • Stand out: Use contrasting colors.
     • Use Action-Oriented Verbs: “Refer Now,” “Share & Earn,” “Invite Friends.”
     • Be Placed Strategically: Prominently, ideally above the fold, and repeated if the email is long.

6. Optimize for mobile first:
   • Ensure your refer a friend email template is responsive. Text should be readable, buttons tappable (~ 40×40 px), and images load quickly on all devices. Test rigorously across various clients and screen sizes.

7. Leverage automation and timing:
   • Strategic timing: Send referral emails at opportune moments:
     • Post-purchase: After a positive buying experience.
     • Milestone achieved: After a customer hits a loyalty tier or a product anniversary.
     • Positive feedback: Following a high NPS score or a positive review.
   • Automation: Integrate your referral program with your Email Service Provider (ESP) to automate sends based on triggers, ensuring timely and relevant communication without manual effort, which is critical for large sender volumes.

8. Measure and iterate:
   • Track key metrics:
     • Open rate: Are your subject lines effective?
     • Click-Through Rate (CTR): Is your CTA compelling and easy to find?
     • Conversion rate: How many referred friends convert into customers?
     • Referral redemption rate: How many rewards are claimed?
     • A/B testing: Continuously test different elements (subject lines, incentives, CTA text, email layouts) to optimize performance. For large-scale senders, even marginal improvements from A/B testing can lead to significant ROI.

Pro Tip: For large organizations, consider segmenting your referrers. Your power users, who refer more frequently, might respond better to different incentives or communication styles than occasional referrers.

Refer a friend for a job email template

Internal employee referral programs can significantly reduce time-to-hire, lower recruitment costs, and typically bring in higher-quality candidates who are a better cultural fit.

Key elements of an effective HR referral email

An HR referral email needs to be clear, concise, and motivating for employees:

• Clear job details: Briefly outline the position, key responsibilities, and qualifications, with a prominent link to the full job description.
• Employee incentive/bonus: Clearly state the referral bonus or reward. Highlight its value and when it will be paid.
• Simple referral process: Explain precisely how employees can submit a referral (e.g., “click here,” “email HR with resume”).
• Highlighting company culture/values: Remind employees why their friends would want to work at your company.
• Expression of appreciation: Thank employees for supporting the company’s growth and talent acquisition by referring qualified candidates with strong resumes and relevant skills.

HR referral email templates

Here are adaptable refer a friend email templates for HR purposes:

Template 1: General employee referral request
(For ongoing program promotion)

• Subject Line: Help Us Grow: Refer Top Talent & Earn a [Referral Bonus Amount] Bonus!
• Body:

• Annotation: This template is broad and encourages employees to browse open roles. It clearly states the incentive and the simple referral mechanism.

Template 2: Specific hard-to-fill role referral request
(Urgent/specialized hiring)

• Subject Line: Urgent Hire: We Need a [Job Title] – Earn a [Higher Bonus Amount] Referral Bonus!
• Body:

• Annotation: This template focuses on urgency and a specific need, often offering a higher incentive to encourage referrals for hard-to-fill positions. It clearly outlines the desired candidate profile.

How to write an HR email for referring a friend?

If you’re an employee referring a friend, your email to HR is equally important. A well-structured email makes it easy for HR to process your referral and understand the candidate’s value.

1. Craft a professional subject line:
   • Make it instantly clear: “Employee Referral: [Candidate Name] for [Job Title]” or “Referral for [Job Title] – [Candidate Name].”

2. Introduce yourself and the candidate:
   • Clearly state your name, department, and the candidate’s name. Briefly explain your relationship (e.g., “I’d like to refer [Candidate Name], a former colleague of mine…”).

3. Highlight key qualifications and experience:
   • This is crucial. Don’t just send a resume. In 2-3 sentences, explain why this candidate is a good fit. Focus on relevant skills, achievements, and experience that align with the job description. Use specific examples if possible.

4. Explain cultural fit:
   • Briefly mention why you believe they’d thrive in the company’s culture. (e.g., “Their collaborative work style would be a great asset to our team.”)

5. Attach relevant documents:
   • Always attach the candidate’s resume and any other relevant documents (e.g., portfolio links, cover letter, if requested). Mention these attachments in the email body.

6. Include a Clear Call to Action:
   • What do you want HR to do? (e.g., “Please consider [Candidate Name] for the [Job Title] position,” “I’m happy to provide more insights if needed,” “Please let me know if you require any further information.”)

7. Maintain professionalism:
   • Ensure your email is well-written, free of typos, and maintains a respectful, professional tone.

8. Follow up (Strategically):
   • If you don’t hear back within a reasonable timeframe (e.g., a week), a polite, brief follow-up email is acceptable.

Pro Tip: If there’s an internal portal or specific HR contact for referrals, always use that first. This streamlines the process and ensures your referral is tracked correctly for any bonuses.

Wrapping up

Effective referral emails are more than just a message; they are a strategic asset that can significantly impact your business’s growth and talent acquisition efforts. And it doesn’t matter if you’re doing affiliate email marketing or build SaaS startups, these emails are equally beneficial. 

By leveraging well-crafted refer-a-friend email templates and adhering to best practices in personalization, clarity, and calls to action, SMEs and large-scale enterprises can unlock the immense potential of word-of-mouth.

Remember to continuously test and optimize your referral email campaigns. Analyze your open rates, click-through rates, and conversion metrics to refine your approach. 

In this article, I provide you with 10 effective customer win back email templates you can use, and show you how to write one yourself and send a win back campaign in a few easy steps.

Win back customer email templates to re-engage lapsed customers

The win back email examples in this section will help you reach out to disengaged email subscribers, ignite their interest, and boost customer loyalty. Feel free to simply copy them and insert your own details.

Template 1: Let your customers know you miss them

Template 2: Product and service updates

Template 3: Feedback is important

Template 4: Last chance for a discount

Template 5: Freebie offer

Template 6: Exclusive offer

Template 7: Feedback + discount

Template 8: Loyalty rewards

Template 9: New features or products

Template 10: Limited-time offer

How to write a win back customer email

Now, let me help you craft sublime emails for effective win back email campaigns that remind customers about your brand’s value and boost customer retention.

1. Identify inactive customers

Before putting pen to paper, identify existing or new customers in your email list who haven’t purchased or engaged with your business for a while.

Email marketing automation platforms like Sender offer detailed insights that help you identify these lapsed customers through relevant email metrics. You can also create an automated win back email sequence that triggers based on a customer’s action.

2. Craft compelling subject lines

Your win back email subject line is the first thing existing customers will see, and it will determine whether they open the email or not. In fact, 47% of shoppers open an email based on the subject line alone. 

Some examples you can use in your e-commerce emails include:

• “We Miss You! Here’s a Special Offer Just for You”
• “Your Exclusive Discount Awaits – Come Back Today”
• “Last Chance! Don’t Miss Out on This Special Deal”

For more tips, refer to this comprehensive guide on email subject lines.

3. Personalize your emails

Personalized experiences largely influence the decision to engage with emails for 71% of shoppers.

So, use the customer’s name and reference their past purchases or interactions with your brand. This will show that you value them and understand their preferences, which may turn them into repeat customers and reduce customer churn.

For more effective communication, consider utilizing an email answering service to ensure your responses are quick and personalized, enhancing the overall customer experience.

Here’s an excellent example from Busuu, a language-learning platform:

4. Highlight the benefits of returning

You should clearly state what inactive users will gain if they return to your brand. This could be a discount, exclusive offer, or a new product that aligns with their previous purchases. Or, maybe even better, remind them why they used your service/product in the first place.

Here’s an example from Godaddy, a web hosting company:

5. Use a clear call-to-action (CTA)

Your CTA should be clear and compelling enough to encourage lost customers to take your desired action. Some examples of effective CTAs you can use include:

• “Shop Now”
• “Claim Your Discount”
• “Explore New Arrivals”

Also, use buttons with vibrant colors to make the CTA stand out. This email from Duolingo, a language-learning app, does this pretty well:

6. Create a sense of urgency

The fear of missing out (FOMO) can make consumers more likely to engage with your win back emails to avoid feeling left out. According to FinanceOnline, 60% of millennials buy products within 24 hours due to FOMO.

So, the general rule of thumb is to use phrases like “limited-time offer” or “expires soon” to motivate customers to act quickly.

Here’s a good example from Barnes & Noble, a retail bookseller:

7. Incorporate social proof

Social proof reassures inactive subscribers about the quality and popularity of your products or services. In fact, 66% of customers will buy a product because of its positive reviews.

Therefore, add testimonials, reviews, positive social media posts, or statistics showing customer satisfaction and success stories. 

Here’s an example from Harvest, a time-tracking software that shows how to use social proof effectively:

8. Test and optimize

Experiment with different CTAs, subject lines, and email copy to see what resonates best with your customers. 

Moreover, you can use A/B testing to compare various versions of your email and optimize based on open rates, click-through rates, and conversion rates.

9. Follow up

If your initial email doesn’t get a response, your outsourced customer service team can send a follow-up email. Sometimes, a gentle reminder can turn a lost subscriber into a loyal customer. 

That said, make sure the follow-up email is friendly and not too pushy so you can maintain a positive relationship with your customer and increase the likelihood of a positive response.

Here’s an example template you can use:

10. Let them know they’re off the list

If nothing else works, you can always try the ‘unsubscribe’ win-back email that lets your customers know you’re removing them from your email list. This type of email is similar to the ‘last chance’ email, as it gives your customers one more chance to re-subscribe.

So, if you think it’s time for a bit of reverse psychology and an ‘unsubscribe’ email, simply let your customers know what it’s about in the email body and slap a clear CTA at the bottom.

Here’s an example you can use:

How to send a win back customer email campaign 

Alright, now that we’ve nailed down the theory, let’s create a win back retention email template and launch our email campaign.

Personally, I use Mailtrap Email Marketing since it allows me to:

• Create emails from scratch or via templates
• Import and segment my contacts
• Schedule and send campaigns

Most importantly, to do all of the above, I usually don’t need more than ~15 minutes, especially if I already have an email template in mind.

Having said that, let me show you how it works!

1. Setup a Mailtrap account

Start by registering for a free Mailtrap account via your email or Google, GitHub, and Office 365 accounts.

Once you log in, you’ll have to add and verify your domain. The process is straightforward and takes around ~5 minutes. 

Note: If you need additional help, feel free to check out our step-by-step Knowledge Base article or watch our video tutorial. 👀 

Next, you’ll need to copy the DNS records provided by Mailtrap and add them to your email provider. Think of this as inserting a new SIM card into your phone.

You can find your DNS records (Domain Verification, DKIM, SPF, DMARC, and Domain Tracking) under the Domain Verification tab in Sending Domains. ⬇️

2. Create a win back customer email template

Now, it’s time to create our campaign draft and a win back customer email template. 

Here’s what you need to do:

• Go to Email Marketing and click on ‘Create New Campaign’

• Select your domain and fill out the necessary details

• Use the drag-and-drop editor to design your template
  • P.S. Mailtrap’s very own win back customer email templates are on the way, so stay tuned!
• To test your email, click on ‘Send Test’ and it will be sent to your inbox, where you can preview how it looks in your browser or on a mobile device
• Once you’re satisfied, make sure to save the template 

Note: Keep in mind that you can further test your template via Mailtrap Email Testing, which you can use to fix any rendering issues, broken links or images, and any spam words.

3. Schedule and send your email campaign

Lastly, if you haven’t already, import your email list in CSV format, select it, and then either schedule the campaign for a specified time or send it right away.

P.S. Make sure to check out the Contacts page, where you can upload, store, and organize your email addresses in different email lists for easy segmentation and targeted campaign sending.

What’s next?

Win back emails are a powerful tool in your marketing strategy. They help you re-engage inactive customers and remind them of your company’s value.

Feel free to use the customer win back email templates above as a foundation for your own win back campaign. And most importantly, keep experimenting, optimizing, and personalizing your re-engagement emails to see what resonates best with your audience.

In this article, I’ll provide you with customer retention email templates you can re-use for your campaigns, and I’ll also show you:

• How to write a customer retention email [jump ahead]
• How to send customer retention emails [jump ahead]
• Established customer retention email examples [jump ahead]

At the end, I’ll also show you how to test your emails to make sure they’re pitch-perfect before you start sending them.

5 useful customer retention email templates

You’ll see below templates for 5 types of customer retention emails that work pretty much for any industry: from e-commerce to big enterprises.

Customer appreciation email

Subject line: A Unique Token of Appreciation, [Customer’s Name]

Hello [Customer's Name],

We genuinely treasure your steadfast support, and we want to express our gratitude in a distinctive way. Allow us to present you with something special to brighten your day.

You're now the proud owner of our exclusive "Gratitude Token" – a personalized gift from us to you. This unique token carries no monetary value but is filled with our appreciation for your continued support. Consider it a digital pat on the back for being an incredible part of our journey.

We eagerly anticipate the opportunity to continue delivering top-notch products and services to you, and we hope this token serves as a daily reminder of our gratitude.

Warm regards, 

[Your Company]

Personalized anniversary email

Subject line: Celebrate Your Anniversary with a Special Offer from Us!

Hello [Customer’s Name],

It's been a full year since you became a valued member of the [Your Company] community, and we're absolutely delighted to have you on board! 

As a symbol of our gratitude for your ongoing customer loyalty, we're delighted to extend an exclusive 20% discount on your next purchase. Simply apply the discount code ANNIVERSARY20 when you check out.

Wishing you joyful shopping, and here's to many more fantastic years together!

Warm regards,

[Your Company]

Product recommendation email

Subject: Exclusive Recommendations Just for You, [Customer’s Name]!

Hello [Customer’s Name],

Our observant eye caught your enthusiasm for our [product/category], and we've taken the liberty of handpicking these tailored suggestions to align with your tastes:

[Product Name 1] – A brief description of its unique features.

[Product Name 2] – Highlighting its key attributes.

[Product Name 3] – A quick overview of what makes it special.

As a special thank you, use the code MYFAVORITES10 to enjoy a generous 10% discount on your next purchase. Happy shopping!

Warmest regards, 

[Your Company]

Exclusive early access email

Subject line: Exclusive Offer Just for You 

Hello [Customer's Name],

Your loyalty has us doing cartwheels! We've got something exciting cooking up, and we couldn't wait to share it with you. So, here's your VIP ticket to our upcoming sale – you're the star of the show!

We won't make you hunt for discount codes; we promise. Instead, imagine this: when you shop early, you'll have the first pick of our goodies, just like being the first to dive into a box of chocolates – no need to share! 😉

Now, grab your calendar and highlight [date] at [time]. That's when the fun begins, and we can't wait to have you join us for some unbeatable deals and surprises!

Warm regards,

[Your Company]

Customer feedback reminder email

Subject lines: Your Thoughts Matter! Join Our Feedback Fiesta for Exclusive Perks!

Hello [Customer's Name],

Ever wondered what a genie and your feedback have in common? They both have the power to make wishes come true! Your insights are pure gold to us, and we're on a mission to make your shopping experience even better.

To thank you for your thoughts, we've conjured up a magical surprise – no, it's not a flying carpet, but it's pretty awesome! Share your feedback in our quick survey, and you'll be granted a 10% enchantment for your next order. Just click the link below to start your magical journey:

[Access the survey here]

Your opinions hold the key to our improvement spells, and we can't wait to work our magic based on your feedback. Expect even more wonders from us in the days to come!

Warmest regards, 

[Your Company]

How to write a customer retention email?

Your re-engagement emails can either be based on a customized template or written from scratch. Below you’ll find step-by-step instructions for both scenarios. 

Customize an existing template

1. Run research and adjust your campaigns 

Whether it’s customizing an existing email template or writing your own, the first step is to run research. A data-driven approach will help you easily customize and send templates that result in conversions. 

Here’s what you’ll need to do: 

• Research customer behavior. Are there common reasons why some customers stop engaging with your emails or website? Are there specific pain points they face? Such data can be gathered from omnichannel customer service solutions by analyzing support requests and complaints, running survey campaigns, or holding customer development sessions. 
• Segment your audience: Based on the gathered data, segment your customers based on their interests, purchase history, and browsing habits. This will help you create more targeted content. Some will benefit from appreciation emails, while others need regular abandoned cart emails. 
• Address the churn reasons: To tackle customer churn, create retention emails that directly address the common reasons for customers leaving. If, for example, it’s a lack of product variety, introduce new products with feature announcement emails or highlight hidden gems in your inventory. If it’s price sensitivity, show how cost-effective your product is or provide exclusive discounts. For SaaS companies, the problem could be the complexity of their products. In that case, explanatory welcome emails and thorough onboarding emails will also be part of the retention email strategy. 

2. Use personalization tactics 

Personalizing an existing email template for customer retention requires a thoughtful and systematic approach. Some steps you can take include: 

• Personalization tokens: Incorporate personalization tokens like their first name in the email subject line and greeting. This simple touch can significantly improve open rates and engagement.
• Referencing past interactions: Mention their past interactions with your brand, like recent purchases or website visits. 
• Content tailoring: Customize the email content to align with their preferences and needs. If a customer frequently buys a specific product category or subscription, highlight new items, related products, or add-ons. This is also a great chance to upsell or cross-sell your products or services. 
• Behavioral triggers: Implement behavioral triggers, such as abandoned cart reminders or product recommendations based on their browsing history. These automated emails can bring back lost sales. But remember – don’t overdo it. Sending 10 emails the moment a user abandons the cart can do more harm than good. 
• Testing and optimization: Continuously A/B test different elements of your personalized emails, including subject lines, content, and visuals. Analyze the data to understand what resonates most with the specific customer group.
• Maintain data accuracy: Ensure your customer data is up-to-date and accurate. By actively seeking and incorporating customer feedback solutions, you can better understand your customers’ needs and preferences. Outdated information can lead to awkward and ineffective personalization.

This way, you can create a genuinely personalized email marketing campaign that resonates with your target customer group. This can help build a strong relationship with your customers and foster loyalty. 

3. Use an email marketing tool

Most email marketing tools on the market are equipped with features needed to map the customer journey and address their stages with various campaigns. 

You can also use them to store your customized retention templates, schedule retention campaigns, and send emails in bulk to a specific email list. Alternatively, you could build automated campaigns that will be sent out based on pre-defined triggers. 

Email marketing tools are equipped with the email infrastructure needed to ensure high deliverability rates. They help you track customer engagement with metrics such as open rates, click-through rates, conversions, bounce rates, unsubscribes, and spam complaints. These metrics can later be used to adjust and improve your retention email campaigns and relevant templates. 

The following tools are among the leading options on the market: 

• Email marketing automation by Tidio
• Mailchimp
• Sender
• Litmus
• ActiveCampaign 

Write your own email from scratch

Before you start executing the steps below, don’t forget the research stage we described above. You’ll need it even more when writing your own retention templates. 

1. Come up with a creative subject line

Catchy email subject lines in customer retention emails are essential. They grab attention, communicate value, create a first impression, and build curiosity. Here are some tips you can use: 

• Be intriguing: Create curiosity by posing a question or using a playful, unexpected statement. It should make your recipients eager to open your retention email and find out more. 
• Keep it short and sweet: Short subject lines are punchier and more effective. Aim for brevity while maintaining clarity. Don’t forget to make sure your grammar is flawless – you can use Grammarly or another online grammar checker tool to check it. 
• Use personalization: Include the recipient’s name or reference their previous interactions to make the email feel tailored specifically to them.
• Evoke emotion: Appeal to your readers’ emotions. Whether it’s through humor, excitement, or empathy, a subject line that stirs feelings is more likely to be opened.
• Offer value: Highlight what’s in it for the recipient. Let them know how the email will benefit them, whether it’s exclusive offers, valuable insights, or exciting news.
• Use numbers and lists: People are drawn to subject lines that promise a specific number of tips, ideas, or benefits. It makes the content seem easy to digest.
• Avoid spam triggers: Stay clear of spammy words and excessive punctuation. These can send your email straight to the spam folder.
• Be consistent with brand voice: Your subject line should reflect your brand’s personality and tone, maintaining consistency with your overall messaging.

2. Use social proof

Another great tactic is utilizing social proof in customer retention emails. It reassures current customers by showing them that others have benefited from your product or service. Some tactics you can consider include: 

• Showcasing success stories: Share detailed success stories from satisfied customers who have achieved outstanding results with your product or service. Highlight the challenges they faced and how your offering made a difference.
• Leverage User-Generated Content: Encourage your customers to share their experiences with your product on social media. You can then feature these posts in your retention emails, giving them a sense of recognition and community.
• Customer Testimonials: Gather concise, compelling testimonials from your loyal customers and feature them prominently in your emails. Video testimonials can be especially impactful.

You could also use case studies, product endorsements, and social media mentions as social proof. The most important thing is to foster credibility. 

3. Create FOMO

Creating FOMO (Fear of Missing Out) in customer retention emails is key. It instills a sense of urgency and exclusivity, motivating existing customers to take action and stay engaged. How can you achieve this? Here are some ideas worth considering:

• Exclusive Sneak Peeks: Provide existing customers with exclusive sneak peeks of upcoming products, services, or content. This not only makes them feel valued but also keeps them excited about what’s next.
• Countdown Timers: Incorporate countdown timers in your emails to visually emphasize the limited time available for special offers or events. This creates a heightened sense of urgency.
• Early Access: Offer early access to sales, promotions, or new releases. Make them feel like VIPs who get first dibs on your latest offerings and receive exclusive promotional emails.

4. Apply A/B testing

Just like with ready-made retention email templates, applying A/B testing is a must when writing from scratch. To get started, follow these steps: 

• Define your objectives: Begin with a clear understanding of what you want to achieve through A/B testing. Which open rates are you aiming at? What retention rates do you want to reach with your email campaigns? How do you want to increase customer lifetime value? Having specific objectives will guide your testing.
• Test email elements one by one: To isolate the impact of changes, test one variable at a time. This could be the subject line, email copy, call-to-action, the design, or even the ‘unsubscribe’ button. Testing multiple elements simultaneously can make it difficult to determine what caused the change in results.
• Test all features of your emails: This includes the subject line, CTA buttons, send time and frequency, mobile optimization, various styles, tones, and lengths. This will help you create a perfect email formula for your brand and applies to all types of emails you send.

How to send customer retention email 

Alright, now that we’ve nailed down the theory, let’s create a customer retention email template and launch our email campaign.

Personally, I use Mailtrap Email Marketing since it allows me to:

• Create emails from scratch or via templates
• Import and segment my contacts
• Schedule and send campaigns

Most importantly, to do all of the above, I usually don’t need more than ~15 minutes, especially if I already have an email template in mind.

Having said that, let me show you how it works!

1. Setup a Mailtrap account

Start by registering for a free Mailtrap account via your email or Google, GitHub, and Office 365 accounts.

Once you log in, you’ll have to add and verify your domain. The process is straightforward and takes around ~5 minutes. 

Note: If you need additional help, feel free to check out our step-by-step Knowledge Base article or watch our video tutorial. 👀 

Next, you’ll need to copy the DNS records provided by Mailtrap and add them to your email provider. Think of this as inserting a new SIM card into your phone.

You can find your DNS records (Domain Verification, DKIM, SPF, DMARC, and Domain Tracking) under the Domain Verification tab in Sending Domains. ⬇️

2. Create a customer retention email template

Now, it’s time to create our campaign draft and a customer retention email template. 

Here’s what you need to do:

• Go to Email Marketing and click on ‘Create New Campaign’

• Select your domain and fill out the necessary details

• Use the drag-and-drop editor to design your template
  • You can find some inspiration in the examples of well-established brands in the following section.
  • P.S. Mailtrap’s very own customer retention email templates are on the way, so stay tuned!
• To test your email, click on ‘Send Test’ and it will be sent to your inbox, where you can preview how it looks in your browser or on a mobile device
• Once you’re satisfied, make sure to save the template 

Note: Keep in mind that you can further test your template via Mailtrap Email Testing, which you can use to fix any rendering issues, broken links or images, and any spam words.

3. Schedule and send your email campaign

Lastly, if you haven’t already, import your email list in CSV format, select it, and then either schedule the campaign for a specified time or send it right away.

P.S. Make sure to check out the Contacts page, where you can upload, store, and organize your email addresses in different email lists for easy segmentation and targeted campaign sending.

Customer retention email examples from established brands

Let’s take a look at a couple of retention email examples to clarify even more what effective retention emails should look like. 

Dropbox

Here’s what we found cool about this email:

• The email is short but informative with a clear CTA
• It has a nice set of visuals with product features
• The CTAs are placed both at the beginning and the end of the email

Something that could be improved:

• The email lacks personalization tactics 

Cars.com

Some things we really liked about the example above: 

• Great personalization and emphasis on something that the user has searched
• Uses a cross-selling tactic by promoting the app 
• It shows a thoughtful approach, which makes it a great win-back email

The only downside is that excessive visuals and clickable options can distract the reader from the main CTA. 

Canva

Canva sets a great standard for customer retention emails. Some of the interesting elements include:  

• Makes the customers feel valued and appreciated without offering any financial incentives. Instead, they share how this specific user contributed to their growth, which is a great tactic to keep customers. 
• The option to share the post to Twitter or Facebook not only retains customers but helps customer acquisition and boosts engagement.
• Has a very catchy heading expressing the brand’s gratitude.

What could have been improved?

• A CTA to leave feedback might come in handy here.

Wrapping up 

Every email interaction with both old and new customers has an impact on their loyalty and retention. There are plenty of types of retention emails but all of them can greatly benefit your business. 

Retention emails help you make important announcements (e.g., a new feature or new products), reduce cart abandonment, improve customer satisfaction, and reduce customer churn. But all of these can be achieved only if customer retention email templates are tailored to your customer retention strategy. 

So, if you haven’t started already, send your first batch of retention emails – they are worth it. 

It’s also a powerful tool for collecting testimonials, reviews, and feedback from happy customers. You know, the key elements that influence buying decisions.

To make it easier for you to harness the power of email marketing to collect this data, we’ve created 11 ready-to-use review email templates you can try today.

How to write a review request email

When writing a review request email, remember that you’re communicating with a real person, someone who has had a positive or negative experience with your product or service. To ensure your request stands out and doesn’t get lost in the clutter, consider the following tips:

• Focus on the subject line: Craft an attention-grabbing, explanatory subject line that entices the recipient to open the email.
• Keep it concise: Craft short and straightforward sentences that convey your message effectively.
• Highlight positive experience: Remind your customers of their great experience with your product or service, making them more likely to leave positive reviews.
• Personalization is key: Personalized emails have the power to make a lasting impact on your recipients. You can significantly increase response and conversion rates by addressing your customers by name and tailoring the content to their specific experiences with your brand. For example, you can offer a promotion on the product they ordered before in exchange for a review or highlight how their purchase helped grow your business. 
• Be polite and genuine: Use a friendly and warm tone of voice throughout the email, demonstrating your appreciation for their time and feedback.
• Provide clear instructions: Make it easy for the customer to leave a review by including a direct link to the review sites or review platforms. You could also embed a form right in the email to streamline the process even more. If it’s too much of an effort for the customer, the chances are your attempts won’t be successful. 
• Include your email signature and use your business email: Add a professional and complete email signature at the end of your message. Email signature best practices include adding your name, position, and company name. This adds a personal touch and helps establish credibility and trust.

The key is creating a genuine connection with your customers and making them feel valued. Following these tips will increase the likelihood of receiving positive customer reviews and building stronger customer relationships.

An effective way to enhance this connection is to embed Google reviews on your website or social media platforms. This allows potential customers to see real testimonials that reinforce your brand’s reputation and customer-focused approach.

Recommended read: B2B, B2C, and Seasonal Email Marketing Ideas

Types of review email templates

Just as we use different types of email marketing based on our target audience or user journey, we must also consider a customer’s experience with our product or service while crafting a client feedback request email. 

Those experiences will then determine the structure of your review request email template. Here are some of the templates based on various use cases: 

• Testimonial request email template;
• E-commerce product review template; 
• Google My Business or Yelp review templates; 
• Email template to address negative reviews;
• Thank you email templates;
• & more!

Business review email templates

These email templates for businesses are designed to engage customers, gather valuable insights, and showcase the positive experiences that customers have had with your products or services. 

Each template caters to different scenarios and objectives, from requesting reviews on popular platforms to gathering product feedback for improvements. 

1. Email template to request a testimonial for a local business 

Subject line: Share Your Story and Help Us Grow.

Dear [Customer's Name],

I hope this email finds you well. I wanted to reach out and express my sincere appreciation for the positive feedback you recently shared about your experience with our [product/service]. Your kind words mean the world to us and serve as a great source of motivation for our team.

With your permission, we would be incredibly grateful if you could take a few moments to share your experience by providing a testimonial for our landing page. Your testimonial will assist potential customers in making informed decisions regarding our small business.

If you are willing to participate, please share your thoughts on:

1. How has our [product/service] helped you or your local business?

2. Any standout experiences or interactions with our team.

3. How has our [product/service] positively impacted your goals?

We value your opinion and would be honored to feature your testimonial on our website and in other digital marketing materials. If you're comfortable with it, please let us know if we can include your name and affiliation (if applicable) alongside your testimonial.

Again, thank you for your valuable feedback and for considering sharing your experience. We genuinely appreciate your support and look forward to continuing to serve you in the future.

Warm regards,

[Your Position]

[Your Business Name]

2. E-commerce request email template to gather product reviews

Subject line: Your Opinion Matters! Share Your Experience with [Product] 

Dear [Customer's Name],

We hope you're enjoying your recent purchase of [Product Name] from [E-commerce Store]. We greatly value your opinion and would love your thoughts on the product. Your honest review will allow us to improve our offerings continuously.

Writing a review is quick and straightforward. We kindly request you to take a moment and share your feedback here: 

[Product Page Link]. 

Once the review is submitted, you will receive a confirmation email.

As a token of our gratitude, we would like to offer you [mention any incentive or reward for leaving a review, if applicable] for your next purchase.

Thank you for being a valued customer and considering sharing your experience with us.

Best regards,

[Your Name]

[E-commerce Store]

3. Google My Business review email template

Subject line: We Value Your Opinion, [Customer Name]: Leave us a Google Review

Dear [Customer’s Name],

I hope this email finds you well.

I wanted to take a moment to express my sincere gratitude for choosing our services and for being a valued customer. 

We would greatly appreciate it if you could spare a few moments to share your experience and thoughts and leave us a review on our Google My Business page. Your feedback will help us understand what we are doing right and identify areas where we can further enhance our service delivery.

Please click on the following link to leave a review: [Review Link]

Thank you again for choosing our services and considering sharing your insights. 

Warm regards,

[Your Name]

[Your Position/Role]

[Company Name]

[Contact Information]

4. Email template to request an Amazon review

Subject line: Calling all happy customers! Leave a review and share the love 🫶

Dear [Customer Name],

I hope this email finds you well. I wanted to reach out and extend my heartfelt appreciation for choosing our products on Amazon.

We believe that customer feedback is invaluable in helping us continuously improve our products and services. I am writing to request your insights and thoughts on your recent purchase.

Please click the following link with the review page: [Review Funnel Link]

Thank you again for choosing our products and leaving us a review.

Warm regards,

[Your Name]

[Your Position/Role]

[Company Name]

[Contact Information]

5. Email template to ask for a Yelp review

Subject line: Your Feedback Matters – Help Us Improve with a Yelp Review

Dear [Customer's Name],

I hope this email finds you well. 

We kindly request your feedback in the form of a Yelp review. Your honest and quick review will help us understand your experience better and assist other customers.

[Insert Yelp page link].

Take a moment to provide a detailed review, sharing your thoughts and suggestions for improvement with the Yelp community. 

Thank you for being a valued customer, and we look forward to hearing about your experience on Yelp.

Warm regards,

[Your Name]

[Your Position]

[Your Company Name]

Customer support review email templates

Support teams are crucial in building and maintaining positive customer relationships. From following up with gratitude to addressing concerns or encouraging loyal customers to share their feedback — customer service email templates cover a range of scenarios. 

Below are some templates you can use to gather valuable user-generated feedback, address the concerns of unhappy customers, improve your products, and leverage social proof.

1. Negative review email template

Subject line: Addressing Your Concerns – We’re Here to Help You

Dear [Customer's Name],

We recently received your negative feedback regarding your experience with our service, and we want to express our sincerest apologies for any inconvenience you may have encountered. Your feedback is incredibly important to us as it helps us identify areas for improvement and deliver a better experience for our customer base.

We are actively working on resolving the issues you have raised to ensure that similar incidents do not occur in the future.

Your honesty and willingness to share your experience are greatly appreciated. If there's anything else you would like to discuss, please do not hesitate to contact us at [Insert phone number or email]

We value your input and are determined to make things right.

Best regards,

[Your Name]

[Your Position]

[Your Company Name]

2. Positive review email template

Subject line: Thank You for Your Positive Feedback – We Appreciate Your Support

Dear [Customer's Name],

We would like to express our heartfelt gratitude for providing us with such positive feedback about your recent experience with our customer support team.

We are happy to hear that our team was able to assist you effectively and exceed your expectations. 

Your positive review makes us smile and helps us build trust and credibility among potential customers. We greatly value your support in sharing your experience with others, and we're confident that it will inspire confidence in those considering our services.

Warm regards,

[Your Name]

[Your Position]

[Your Company Name]

3. Review request with embedded survey after a support interaction

Subject line: We value your feedback; share your experience with us!

Hello [Customer's Name]. 

We hope you’re doing well. As a company committed to providing [insert value proposition], we value your satisfaction above all else. 

That’s why we’re contacting you today – we genuinely want to hear about your recent support experience.

[Survey image  + link] 

We appreciate your willingness to share your feedback.

Warm regards,

[Your Name]

[Your Position]

[Your Company Name]

4. Customer feedback request email template

Subject line: Your Feedback Matters to Us!

Dear [Customer's Name],

I hope this email finds you well. At [Your Company Name], we constantly strive to improve our products and services to meet the needs of valued customers like you. That's why we are reaching out today to request your feedback.

Please take a few moments to share your thoughts and experiences by completing a brief survey. Your feedback will remain confidential and only be used internally to help us serve you better.

[Insert Survey Link]

We genuinely appreciate your time and effort in providing us with honest feedback. 

Warm regards,

[Your Name]

[Your Position]

[Your Company Name]

5. Email template for an employee performance review

Subject: We Value Your Insights on Our Customer Service Team

Dear [Customer's Name],

As a valued customer, your opinion truly matters to us. 

We are following up with you to kindly request a moment to evaluate your latest interaction with [Support Agent Name]. 

Your valuable feedback will significantly assist us in identifying areas of strength and improving customer experience.

Please take a moment to provide feedback through a brief survey.

[Insert survey link]

We genuinely appreciate your time in helping us provide exceptional customer service.

Warm regards,

[Your Name]

[Your Position]

[Your Company Name]

6. Product improvement online review request

Subject line: Help us build a better [Product/Service] for you!

Dear [Customer's Name],

At [Your Company Name], we constantly strive to provide you with the best possible products and services. Your satisfaction is our top priority. We would love it if you could share your thoughts and improvement ideas for [Specific feature]. 

Your input will contribute to our ongoing efforts to elevate this feature and provide a better experience for you. 

Warm regards,

[Your Name]

[Your Position]

[Your Company Name]

How to send a review request email

You’ve mastered the theoretical part of review request emails, and now it’s time to reach out with one to a segment of your audience. 

In the next steps, we’ll walk you through the process of setting up, testing, and sending review request emails using Mailtrap.

Create your copy and Mailtrap account

For demonstration purposes, let’s assume you’re a business owner wanting to collect feedback from customers who made a purchase in the past month.

For the copy, you can use something along the lines of:

Dear [Customer's Name],

I hope you’re enjoying your purchase of [Product Name] from [Your Store Name]. 
We appreciate having you as a customer and would love to hear your thoughts on your experience. Your honest review will help us continuously improve our products and services.

Sharing your feedback is simple and only takes a moment. If you’d be willing to write a review, please visit: [Product Page Link]
As a token of our appreciation, we’d like to offer you [mention any incentive or reward] toward your next purchase after submitting your review. We sincerely value your opinion and look forward to using your insights to serve you even better.

Thank you for choosing [Your Store Name] and for taking the time to share your experience.
Warm regards,

[Your Name] [Title / Position] [Your Store Name] [Contact Information]

Once you’re ready with the copy, go ahead and create an account in Mailtrap.

This can be done by signing up for free via Google, GitHub, Office 365 account, or your email.

Lastly, to finish the setup step, add and verify your domain by following the instructions from this help center page. 

Pick an email list 

Assuming that you’ve uploaded your contacts to Mailtrap, to send your review request emails to the right recipients, you’ll have to filter them by subscription status, email, or lists.

So, in the case of collecting feedback from customers who made a purchase in the past month, you’ll want to create a list of contacts who have made a purchase and are currently subscribers

To do this, head to Lists -> Create List. Then, go to Contacts, and through the page, populate your new email list,

Create an email template 

Next, the fun part – designing your template.

In Mailtrap, designing an email template requires only a few clicks using the drag-and-drop mechanism or some code for the HTML editor. 

Along with these two tools, Mailtrap users also get access to a free image library, AI image generation, AI recommendations for catchy copies, and much more for creating their email campaigns, with all of it located in the Mailtrap dashboard under Email Marketing -> Create New Campaign -> Edit Campaign or Templates -> Create New Template.

Bonus: SMS review templates

Text messages are an excellent way to follow up after a series of unopened review emails due to their high open rates. 

You have numerous options when you ask for review via SMS. Here are some popular forms of customer feedback that work well with text messages:

• NPS surveys
• Facebook/Google reviews
• Product reviews
• Reviews for in-person visits
• Customer service reviews
• Reviews from valued customers
• Social media reviews
• Referral requests

Keep your texts short, to the point, and focus on the desired outcome: to encourage your customers to leave a review. 

Here are three examples of SMS templates:

SMS review request template 1

Hey [Customer’s Name], it's [Brand] here! 😄 We're thrilled you chose us for [product or service]. Could you spare a moment to leave us a Google review and help us improve our star rating? Thank you for being so supportive! [Link to the Google Page]

SMS review request template 2

Hi [Customer’s Name], 👋 this is [Your Name] from [Company Name]. I wanted to check and see if you had a chance to review us. We would love to hear your feedback! 📝 [Link with CTA included].

SMS review request template 3

Hey [Customer’s Name], this is [Company Name] checking in! 👋 We'd love to hear your thoughts on your recent experience with us. Can you take a moment to leave a review? 🙏 Your feedback is invaluable and helps us shape our services to meet your needs. Thanks for being one of our most loyal customers! [Link to the Review Page]

Adding relevant emojis to your SMS review requests can make your message more engaging and personal. Feel free to customize these templates based on your brand voice.

How to take action for effective review management

When managing online reviews, taking proactive steps can significantly impact your business’s reputation and customer satisfaction. By implementing these actionable tips, you can enhance your review management strategy and further engage with your customers.

Follow up with gratitude

After customers leave a review, show your appreciation by sending a follow-up email. Acknowledge the value of their feedback and let them know how it helps your business improve.

Monitor and respond to reviews

Regularly monitor review platforms to stay informed about new reviews. Respond promptly to reviews, addressing any concerns or highlighting positive experiences. 

Avoid being pushy

When sending follow-up emails or reminders for reviews, be mindful not to be pushy or aggressive. Respect customers’ time and decisions. 

Learn from feedback

Feedback is a valuable source of insights for your business. Take the time to analyze the common themes, suggestions, and areas for improvement highlighted in reviews. Use this feedback to adjust the email marketing strategy, develop your product, and deliver an even better customer experience.

Wrapping Up

Choosing the right words and sending the request emails at the perfect time can make all the difference in capturing your customers’ attention and encouraging them to share their experiences. By embracing the benefits of emails, you can enhance your brand’s reputation and drive more conversions throughout the customer journey.