How to ask a customer for a testimonial or case study (email templates)

Last updated: October 20, 2026

Most customers are glad to help after a good experience; it's just that nobody asks them, or the ask is vague. This guide covers the best moments to ask for a testimonial or case study, how to put the request together, and three email templates you can use as they are.

When to ask

The best moment is right after the customer has seen a result and told you about it. Watch for these:

They gave you a high score in a satisfaction survey.
They thanked your support team or account manager.
They shared their first concrete result: "this month we managed to do X for the first time".
They renewed or upgraded.
You finished a project together successfully.

There are moments to avoid too: don't ask while a support ticket is open, during an invoice or pricing conversation, or in the customer's busiest season.

How to ask

Make it personal: the person who knows the customer should ask, not a mass email.
Say why them: mention a specific result they achieved.
Be clear about time: "it takes about 10 minutes".
Say what will be used, and where: website, proposals, social media.
Stress their approval: "nothing is published until you approve it".
Make it easy to say no: a pressured ask produces a weak story.

Template 1: The first ask

Subject: A quick favor

Hi [Name],

Congratulations again on [the concrete result you achieved together]. We'd love to share it with companies like yours.

Would you help us turn your experience into a short case study? [A call / a short written interview] takes about [time]. We'd like to use the story [on our website and in sales proposals].

We'll send you the draft before anything goes live; nothing is published until you approve it. If you'd rather not be named, we can keep it anonymous.

If now isn't a good time, no problem at all, just let me know.

Thanks,
[Your name]

Template 2: The follow-up

If there's no reply within a week, follow up once. After a second follow-up, let it go; wearing the customer out hurts the relationship.

Subject: Re: A quick favor

Hi [Name],

I know you're busy, so I'll keep this short: could you spare [time] for the case study I asked about last week? If it's easier, I can send the questions in writing and you can answer whenever suits you.

If it's not a good time right now, I completely understand.

[Your name]

Template 3: Sending the draft for approval

Subject: Your case study is ready for your approval

Hi [Name],

Thank you so much for your time. Attached is the draft from our conversation.

Could you check these in particular:
- Do the quotes say what you meant?
- Are the numbers correct, and OK to share?
- May we use your name, title and company logo?

Feel free to write any changes straight into the draft. We'll publish once you approve.

[Your name]

What needs permission

Ask about each item separately; "they approved the story" may not mean they approved every detail:

Company name and logo.
The person's name, title and photo.
Numbers: some companies share percentages but not amounts.
Where it's used: website, proposals, social media, ads.

Get approval in writing and keep it. Be ready to take the story down if the customer ever withdraws it.

If the customer says no

Thank them and close the topic. "No" often means "not now"; you can ask again in a few months, after a new result. You can also offer something smaller, such as an anonymous story or a one-sentence quote.

Making the ask easier

When the customer says yes, you can send a link instead of asking for a meeting slot: with CaseMagnet AI your customer answers the questions on their phone whenever they like, at most two reminders go out, and your customer approves the story with a single link. For what to ask in the interview, see the customer interview questions guide.