Build-Your-Own test invitations: Best practices

Learn about best practices and tips from UserTesting's marketing team to write an engaging email invitation for your Custom Network.


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Email subject line


Email subject lines are arguably the most important component of your emails. Consider the following:

  • Shorten subject lines.
    • Try to keep the subject line to 50–60 characters in length.
  • Ask a question
    • Phrasing your subject as a question can further entice audiences to open the email.
  • Use emojis strategically.
    • Using emojis increases open rates by around 25%.
    • They aren’t a quick fix, but they can make a good email subject stand out. But don’t overdo it. One emoji tends to work well.
    • This Mailpoet article includes additional tips for crafting a subject line that stands out.



Email body


When composing the body of your invitation email, consider the following:

  • Provide background information.
    • Add some context about the product, service, website, and so forth, and the kinds of tests participants can expect.
    • Participants who are frequent users of your service or product will be more inclined to respond and take part.
  • Explain the purpose.
    • Add some detail about how their feedback will be used.
    • Engage people by letting them know that their feedback is important, that it helps your team make informed decisions, and that their opinions are being heard.
  • Mention compensation.
    • Consider adding the amount the test participant will be paid if you created a paid network.
    • Participants in your networks are paid $10 for an unmoderated test, $30 for a 30-minute Live Conversation, and $60 for a 60-minute Live Conversation.
  • Use an informal tone.
  • Write in the same language.
    • Remember to write your emails to your participants in the same language in which your tests will be written.
  • Format the email.
    • Add some style, emphasis, or direction to your email by using bold text, italics, and bulleted lists.
    • Check out our Shortcuts for Formatting Text article for more information.



Button copy


  • Use 1-4 words for the call-to-action.
    • Keep button text within 40 characters and, ideally, four words for maximum effect.
  • Start with a verb.
    • Lead with an action—give users a clear, short instruction that they can carry out by clicking the button.
    • For example: “Take the test," “Start now," or “Give feedback."
  • Be direct.
    • Try to avoid wordplay or anything that might be confusing to some audiences.
    • It’s always best to err on the side of being overly clear when writing good button copy.



Email distribution

  • Email invitations are sent in batches.
  • For example, if you are looking for five participants to complete your test, we will send five emails every hour to participants who match your audience criteria.
  • This process will continue until the test sessions are completed, or the list of contributors who match your criteria has been exhausted.
  • Qualified participants will see the test notifications on their dashboard if they're logged into UserTesting; if they are not logged in, they will receive an email notification.




As you prepare to send out your email invitation to contributors, keep a few things in mind: 

  • Once you have launched your test, the custom invitation can no longer be edited.
  • Double-check the content of the email. Try to avoid including specific references to the time or date unless you're certain that you will send the invitation on time. 
  • Be sure to remind your participants whether the test requires them to use a PC, Mac, or mobile device.
  • Keep in mind that if you mention payment for a paid network, participants who opted out of receiving payment will still see payment details in the email invitation.

Note: There is no control over who is invited other than the ability to filter people out based on the attributes collected.



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