Sales proposal email templates
The email that carries your sales proposal should let the client decide without opening the attachment: restate the need in one sentence, the solution, the total price, the timeline and a possible start date, then propose a specific time to talk. The full proposal lives in the PDF or link, but the essentials belong in the body of the email.
By Alvyn Detavernier, founder · published
When to use it
- After a discovery call where you confirmed the need and the budget.
- In response to a specific written inbound request.
- When you're offering several options and want to steer toward one.
- For an expansion or renewal with an existing client.
- When the proposal will be read by a decision-maker you've never met.
The templates, ready to copy.
Replace the parts in brackets with your details, proofread, send.
Template 1
Standard send with summary
Subject: [Your company] proposal: [project], $[amount]
Hi [First name], As promised, here's our proposal for [project]. The short version: - Goal: [outcome, in the client's words] - What we'll do: [scope in one line] - Timeline: [duration], with a possible start on [date] - Investment: $[amount], billed [payment schedule] The details (timeline, deliverables, terms) are in the attached document: [file name or link]. Could we take 20 minutes on [Weekday, Month Date] at [time] [time zone] to go over any questions? Best, [Full name]Template 2
Three options
Subject: [Project]: three options, and the one we recommend
Hi [First name], Following our conversation, here are three ways we can help: 1. Essential, $[amount]: [what's included in one line]. 2. Recommended, $[amount]: everything in Essential, plus [key element tied to their main need]. 3. Complete, $[amount]: everything in Recommended, plus [premium element]. We recommend option 2 because [reason tied to what the client said, for example: it covers the data migration you were most worried about]. Each option is detailed in the attached proposal. Which one feels like the best fit? Best, [Full name]Template 3
Existing client (expansion)
Subject: [Client name]: proposal for [new project]
Hi [First name], Following our [date] check-in, here's the proposal for [new project]. It builds on what we already set up together ([previous project]), which brings the timeline down to [duration] and the budget to $[amount]. If it looks good, you can sign online here: [e-signature link]. We could start as soon as [date]. Thanks, [First name]Template 4
For a decision-maker you haven't met
Subject: Proposal for [project], attention [decision-maker's name]
Dear [Mr./Ms. Last name], [Your contact's first name] mentioned that you approve [type of] projects, so I'm sending our proposal directly. It's based on two working sessions with their team. The situation: [problem in one sentence, quantified if possible]. Our proposal: [solution in one sentence]. Expected result: [measurable benefit]. Budget and timeline: $[amount], [duration]. The attached document covers our approach and references. I'd be glad to take 15 minutes if a short call would help your decision. Sincerely, [Full name] [Title], [Your company], [phone]Template 5
With validity date and start conditions
Subject: Your [project] proposal, valid through [date]
Hi [First name], Here's the final proposal for [project], including the change we discussed: [main adjustment]. It's valid through [date]. To hold a [date] start, we'll need: - the signed proposal, - the [percent]% deposit, $[amount], - [client input, for example: admin access to your current platform]. Happy to make any last tweaks. Best, [Full name]
Tips to make it work.
- Put the price in the email. A decision-maker who has to open a PDF to find the number often puts off reading it.
- Recommend one option clearly and say why, using something the client told you.
- Propose a specific meeting time instead of "let me know if you have questions."
- Name the file clearly ("Proposal-[Client]-[Project]-v2.pdf") and keep attachments small, or send a link.
- Add a validity date and what's needed to start, so the proposal reads as a plan of action rather than a document to file.
- Schedule your follow-up before you hit send: put the date in your calendar or CRM.
Mistakes to avoid.
- An email that only says "Please find attached our proposal."
- Burying the price on page 14, after the company history.
- Sending a proposal you never discussed, as a surprise.
- Offering five options, which pushes the client to postpone the decision.
- Leaving off the decision-maker you identified in the meeting.
Frequently asked questions.
What should you write when emailing a sales proposal?
Should you include the price in the proposal email?
How long should a sales proposal be valid?
How long should you wait to follow up on a proposal?
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