Ever send an email thinking, “can’t hurt to try”?

That’s exactly how one of the highest-performing campaigns I ever ran started.

It wasn’t a product launch email.
There was no discount in sight.
No fancy graphics designed in Canva.

So what was it?

Just a few customer quotes pulled straight from reviews.

I dropped them into an email alongside some lifestyle photos, hit send… and waited.

The next day: 6 orders.
The day after: another 6.
Then a dozen more.

By the end of the week, that single email had pulled in over £2,000 in sales (which was a lot for the brand at the time).

So of course, I thought - can we do this again?

We tried it 6 weeks later. Same results (!!). Since then, that client has reused the same format over and over, swapping in new reviews and new photos. Every time, it converts - especially with first-time shoppers.

Reviews are your most underused sales asset

Most brands tuck a review at the bottom of an email, almost like an afterthought.

But have you ever made reviews the entire focus of a campaign?

You don’t need to write much. You don’t need clever copy.
You just need to show what your customers are already saying.

Here are three simple ways to do it:

1. 5-star favourites

Highlight your bestsellers and pair each with a short review + a “Shop Now” button.
Pro tip: a checkerboard-style layout works beautifully here.

2. Bestsellers for a reason

Overlay 3–4 short quotes directly on product photos.
Keep it casual, keep it visual. A simple coloured overlay in Canva makes the text pop.

3. Screenshots = Sales

Instagram tags. Story replies. DMs. Facebook comments.
Crop them. Paste them straight into an email. Let your customers’ own words do the work.

Why it works (again and again)

It builds trust instantly (nothing beats social proof).
It’s repeatable - you can send this style of campaign every 6–8 weeks to new audience segments.
It’s easy - no long copy, no overthinking, just plug and send.

And the best part? You don’t need a new campaign idea every single week. Sometimes the best strategy is simply reusing what’s already working - because what’s true once is usually true again.

Ready to put this into action?

If you’re not sure where to start - or how to make reviews feel natural in your emails - that’s exactly what I help with inside The Email Fix, my done-for-you Klaviyo audit for Shopify brands.

You’ll get:
🔍 A full review of your flows, campaigns + sign-up forms
🧭 A mapped-out customer journey strategy (including campaign ideas like this one)
✏️ Wireframes ready to build
🎨 A fresh template to refresh your design instantly

Book your Email Fix audit here