How to use customer reviews in your emails to build trust and drive sales
For small businesses, email marketing can feel like shouting into the void—unless you’re using social proof. Customer reviews, star ratings, and user-generated content (UGC) are proven trust-builders that make readers sit up, pay attention, and feel confident clicking “buy.”
If you’re a founder-led brand or a creative Shopify store, incorporating reviews into your email strategy isn’t just smart—it’s essential for building trust and driving more sales.
Why customer reviews work so well in email marketing
They build trust
Trust is the backbone of any online purchase. Including customer reviews or testimonials in your emails gives your readers the confidence to shop with you. When they see real people sharing positive experiences, it reinforces the idea that your products deliver.
Think of it this way: when a potential customer sees glowing 5-star reviews, they’re more likely to think, “This is worth it. Everyone else loves it—I probably will too.”
They ease buying hesitations
Buying online can be tricky. Customers often wonder:
Will this work for me?
Is it worth the price?
Can I trust this brand?
Showcasing testimonials and reviews directly in your emails helps squash these doubts. Happy customer stories make new buyers feel reassured, secure, and ready to take the plunge.
Customer-generated photos or UGC bring your products to life in a way polished, professional images can’t. Seeing your products in action—through real customer snaps—lets readers imagine themselves using (and loving) what you sell.
“Pro tip: Including star ratings or a quick review snippet is an easy way to grab attention and add social proof without overwhelming the design.”
How to use customer reviews in your emails
Feature star ratings: Feature your top-rated products with a star rating and a short review. It’s visually appealing and makes an instant impact.
Share customer stories: Include one or two testimonials that highlight specific wins, like:
“These earrings haven’t tarnished, and I wear them every day—even in the shower!”Showcase user-generated content (UGC): Photos from happy customers using your products make your emails relatable and engaging. Bonus: They’re perfect for product-based Shopify businesses that want to show off items “in the wild.”
Display review counts: Got 300+ reviews on your best-selling product? Share that number. It immediately sparks curiosity and builds credibility.
Create themed emails: You could even create an entire email around a glowing review or feature “Customer of the Month” for a personal touch that makes readers feel seen.
Why this works for Shopify businesses
For Shopify store owners, blending customer reviews with email marketing is a low-effort, high-impact strategy. It builds trust, drives traffic to your store, and increases sales—all while keeping your emails engaging and authentic.
Struggling to plan out your next email strategy?
If you’re ready to combine social proof with emails your audience actually wants to read, check out my 1-hour 90-Day Email Masterclass. You’ll walk away with a clear plan for 3 months of engaging emails—no blank screens, no stress.
