Why Aren’t There More E-Mail Testimonials?
Testimonials add credibility to e-mail campaigns with minimal cost or effort. Here’s how to get started.
Testimonials add credibility to e-mail campaigns with minimal cost or effort. Here’s how to get started.
One of the first things I learned as a direct marketer was to include compelling testimonials in my advertising. Effectively implemented, testimonials both confirm company claims and address key satisfaction issues. These aren’t nearly as believable when the advertiser states them. Testimonials are consistently used in DRTV, direct mail, and print advertising for a reason. Why not email?
While cleaning out my spam the other day, I noticed virtually none of the messages contained testimonials. I even looked at email my company produced. Sure enough, none contained testimonials. We’re missing a golden opportunity to enhance response rates simply by letting satisfied customers help tell our stories.
Frankly, I can’t think of a valid reason not to test testimonials in email. Results may be well worth the effort. Some suggestions for adding testimonials to email advertising campaigns:
Your final, believable testimonial will have a picture, short quote, the person’s full name, hometown, and state. If it’s a business testimonial, add the person’s profession. In the case of a homemaker, state that as the profession.
OK, so how do you get these great testimonials? Chances are you already have some or can get some fairly easily:
If you decide to include testimonials in your email, let me know how they work. I’d like to share your experiences with readers. Keep reading…
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