For local businesses, customer reviews and testimonials are among the most powerful tools to build trust and credibility. Including them in your email campaigns can boost engagement, encourage sales, and strengthen relationships with your audience. This article explores how to maximise customer feedback in your email marketing.

Why Customer Testimonials Work

Testimonials and reviews provide social proof, showing potential customers that others have had positive experiences with your business. This can be incredibly impactful for local businesses, as people often value recommendations from peers in their community. Highlighting reviews in your emails can make your messages more relatable and persuasive.

Ways to Use Customer Reviews in Emails

Here are some ideas for incorporating testimonials into your email campaigns:

• Highlight a Featured Testimonial: Include a standout review in your email to showcase what makes your business special.
• Include Star Ratings: Display an average star rating for your products or services to reinforce customer satisfaction.
• Share a Success Story: Use a customer’s detailed experience to demonstrate how your business has solved problems or provided exceptional value.
• Add Quotes to Your Promotions: Enhance your promotional emails by adding short quotes from happy customers about the featured product or service.
• Use Reviews for Social Proof: For event invites or seasonal offers, include feedback from previous attendees or buyers to build excitement.

Tips for Choosing the Right Reviews

Not all reviews are equal. Here’s how to choose the most effective ones for your emails:

• Pick specific and detailed reviews, as these are more convincing than generic praise.
• Use testimonials highlighting benefits relevant to the email’s purpose or target audience.
• Include a mix of text reviews, star ratings, and photos (with permission) to add variety and visual appeal.

Formatting Your Email

To ensure your testimonials have the desired impact, format them carefully:

• Use Clean, Simple Design: Make the review easy to read with clear fonts and enough white space.
• Include Attribution: Add the customer’s first name and location (if appropriate) to make the testimonial more relatable.
• Link to More Reviews: Include a button or link directing readers to additional reviews on your website or a trusted review platform.

Automating Testimonial Emails

Platforms like GoHighLevel can help you automate emails featuring testimonials. You can create dynamic content showcasing reviews based on customer segments or campaign goals. GoHighLevel offers a 14-day free trial, with plans starting at $US97 a month, making it easy to manage your email marketing efficiently.

Build Trust with Your Audience

Incorporating customer reviews and testimonials into your emails is a simple yet effective way to connect with your audience. By showcasing real experiences and feedback, you can build trust, encourage engagement, and strengthen relationships with your customers.