Annual Review Testimonial Request

A year-end email template that reflects on the customer's annual journey and requests an updated testimonial capturing their long-term experience.

Suggested Subject Line

Your {year} in review with {company_name}

Template

annual-review-request.txt

Hi {customer_name},

As we wrap up another year, I wanted to take a moment to reflect on your journey with {company_name}.

Over the past {months/year}, here's what you've accomplished:
- {milestone_1}
- {milestone_2}
- {milestone_3}

Those results are impressive, and we're proud to have played a part in your success.

As we head into {next_year}, I have a request: would you be willing to share an updated testimonial about your experience? Your perspective as a long-term {customer/client} is especially valuable because it shows the sustained impact of {product/service}.

Share your story here (2-3 minutes): {testimonial_link}

Whether it's a quick paragraph or a short video, your words carry real weight.

Here's to an even better {next_year}!

{your_name}
{company_name}

Tips for Using This Template

Include specific milestones or metrics from their account. This shows you pay attention and reminds them of the value they've received -- which primes them for a positive testimonial.

Year-end is a natural reflection point. People are more willing to share experiences during review and planning periods.

Long-term customer testimonials are uniquely valuable because they demonstrate sustained value and reduce the 'honeymoon period' objection that prospects have about newer testimonials.

Send this in the first two weeks of December, or in January as a 'year in review' reflection.

When to Use This Template

Send at the end of the calendar year, at the customer's annual renewal date, or at any significant anniversary milestone. Works best for customers with 6+ months of engagement who have achieved measurable results.

Frequently Asked Questions

How often should I request updated testimonials from existing customers?

Once a year is the right cadence for update requests. Pair it with a natural milestone (year-end, renewal, anniversary). Updated testimonials from long-term customers are incredibly valuable because they demonstrate staying power and ongoing satisfaction.

Should I replace old testimonials with updated ones?

Don't delete old testimonials -- add the updated ones alongside them or in a 'latest' section. Having testimonials from different time periods shows consistent quality over time. Some prospects prefer recent testimonials; others are impressed by a track record.

What if the customer's experience has declined over the year?

Only send annual review requests to customers with positive engagement signals (high NPS, active usage, recent positive support interactions). If their experience has declined, use the year-end touchpoint for a retention conversation instead, not a testimonial request.