B2B Marketing

Launch a New Reviews Email Campaign with 3 Free Email Templates

Published by in B2B Marketing

Only one quarter of users have written a review of their software, which means the majority of software customers are at your fingertips for reviews acquisition.   

In my opinion, the easiest way to collect reviews is to just email your customers! All it takes is a quick email blast and you’ll see the reviews start rolling in.

Launch a New Reviews Email Campaign with Free Email Templates

But I get it, there’s so much else going on that it can be difficult to get another marketing campaign off the ground. To help you out, I’ve taken care of the hard part and written the emails for you.  

Here are three email copy templates you can use in your software review acquisition campaigns. Feel free to customize the content and details to what fits your software brand best.

Template 1: General Reviews Collection Request

Your boss approaches your desk, “Why don’t we have any customer reviews on Capterra? This is top priority, so go get us some reviews.” What’s a poor software marketer to do? Even if you think your customers don’t want to hear from you right now, it doesn’t hurt to just ask them for a review. You’ll be surprised at how many will respond positively and write that review!  

Hi [First Name],

I’d like to thank you for being a valued customer of [Product]. Now that you’ve been using our software for some time, would you be willing to write a review of [Product] on Capterra? It will only take a few minutes and your honest feedback will help others like you decide if our software is right for their business.

Just follow this link to share your thoughts: Link to review form on Capterra

If there’s anything else I can help you with, please let me know!

Template 2: Celebrate a Customer Milestone

Over 247 billion emails are sent every day. That’s a lot of competition for your next reviews email campaign. And it’s also best practice to thoughtfully manage how often you’re emailing customers, to avoid being ignored or even marked as spam. My solution: add a reviews call-to-action to a related customer campaign.

For example, if you send a monthly newsletter to your customers, include a reviews CTA as one of your featured sections in the newsletter. Or, ask for a review while celebrating a software usage milestone with your customers:  

Hi [First Name],

Congratulations on sending your 100th email campaign using [Product]! We’re thrilled that you’ve been able to see so much value by using our platform.

If it’s not too much trouble, could you please write a review of of [Product] on Capterra? Just follow this link to get started: Link to review form on Capterra

We always appreciate honest and candid feedback from our customers, and you’ll even be helping potential customers of [Product] learn more about how our software helps businesses like yours. 

Thanks in advance!

Template 3: Offer an Incentive

I know I would do just about anything for a Starbucks gift card, and so would your customers! 43% of users would leave a review of their software in exchange for a reward or gift. Use the following email template to incentivize your customers to leave a review of your software. If your customers aren’t coffee drinkers, substitute whatever reward you think they would leap at, anything from an Amazon.com gift card or company swag, to a discount on their current subscription with your software.

Hi [First Name],

Thanks for being a valued customer of [Product]! I was wondering if you’d be willing to leave a review of our software on Capterra?

To show our appreciation for your honest feedback, we’ll send you a $20 Starbucks gift card! Just follow this link to leave a review and get your gift card: Link to review form on Capterra

If there’s anything else I can help you with, please let me know!   

Bonus: Capterra Reviews Contest

While not always applicable to your everyday marketing campaigns, when Capterra launches our next reviews contest, you’ll be ready to go with this email template. The email below is for our Reviews Madness competition, but you can customize the copy depending on the contest details:

Hi [First Name],

Thank you for using [Product]! We’re currently competing against 63 other software companies to see who can collect the most reviews in a March Madness-style tournament by Capterra, and we need your help to win!

Please take just a few minutes to leave a review of your experience with [Product] on Capterra at this link: Link to review form on Capterra  

Thanks in advance!

On Your Mark, Get Set, Go!

You have four reviews email campaign templates to choose from; all you have to do now is build your lists of target customers and send those emails.

What other reviews email campaigns have you run for your software product? Share your experiences and recommendations in the comments below.

Looking for Email Marketing software? Check out Capterra's list of the best Email Marketing software solutions.

About the Author

Caroline Malamut

Caroline Malamut

Caroline is the Vendor Marketing Manager at Capterra. Her love of marketing began while growing up in Philadelphia and has only grown since attending the University of Pittsburgh. In her free time she enjoys reading, spending time with friends and family, and cheering on her Philly and Pitt sports teams.


Comment by Kolang on

Great information Caroline. We actively run review/reputation management campaigns to acquire new reviews. We do this using multiple email blast campaigns with templates similar to yours. Even with email blasts, acquiring new reviews can be very challenging. I think this is predicated on a variety of negatives, including timing issues, lack of a desire to type, or in some cases, a consumer’s fear of proper expression – they love the product, but don’t know how to properly express their satisfaction. These are some of the challenges we often run into. I think an incentive-driven campaign has the potential for the greatest success because let’s face it! everyone wants something “gratis.” We will be exploring incentivising our review campaigns to encourage honest feedback for improved lead generations. Thank you for your tips.

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