7 steps to an effective business proposal email

Regardless of the reason for sending your proposal email, there are typically seven steps you’ll take to craft one. If you’re looking to write your own email rather than use a proposal email template, consider the steps below. If you’d rather use an email template for your proposal, find the appropriate one in the following two sections and customize it as necessary. 

1. Express your gratitude: Directly after your greeting or right before your signature, take one sentence to tell the potential client you’re thankful for them taking the time to read your proposal. 

2. Define the problem and financial impact: Here, you’ll want to explain the problem your products or services solve. This is the start of your pitch and should be a few sentences long. Remember to define how the problem can impact the client’s finances, since that’s how you’ll justify them spending money on your solution. 

3. Explain the desired outcome: Here, you’ll continue your pitch with a few sentences explaining how your products or services will solve their defined problem. 

4. Propose your solution: Now is the time to briefly explain your products or services. Talk about key features, potential add-ons and what makes your solution the best.  

5. Propose your price: In one or two sentences, propose your price for the products or services. 

6. Explain how you’ll reduce any associated risks: Now that you’ve told them why your products or services are the best choice, take a moment to explain how you’ll reduce any associated risks. Consider including any guarantees, warranties or return policies here. 

7. Tell them what you want them to do next: The last sentence of your proposal should be your call to action (CTA) . Tell the potential client the next step they should take if they’re interested in your proposal. You might ask them to reply with any questions, request a free trial or schedule a sales call. 

Email template for a proposal (formal)

A formal email may be appropriate to any potential client you don’t have a professional or personal relationship with. The first email sent to a prospective client should generally be formal, but switching to an informal email proposal template may be appropriate if you’ve been working with a client for many years. 

Dear [client’s first and last name],

Thank you for taking the time to consider our [products/services]. I know your time is valuable, so I’ll keep this short. My name is [your name], and I’m reaching out on behalf of [company name]. We help [people/businesses] like yours to [briefly define the problem]. [Go into further detail about the problem and explain the financial impact.] But, [company name] understands that a better outcome is [explain the desired outcome]. 

That’s where we come in. 

[Propose your solution] [Propose your price]

If you’re hesitant, we want you to know [explain how you’ll reduce associated risks].

I’ve also attached some information about our [products/services] to help you better understand our proposal. If you have any questions or comments, please contact me at [email] or [phone number]. Let’s arrange a meeting to discuss this further.

Sincerely,

[Your name][Job title][Company name/Information]

Here’s an example of what this template might look like when you customize it:

Dear Parth Patel,

Thank you for taking the time to consider our services. I know your time is valuable, so I’ll keep this short. My name is Alyssa Vega , and I’m reaching out on behalf of Fathom Digital. We help businesses like yours increase their online presence. If your company doesn’t have a large online presence, you could miss out on significant sales and many opportunities to improve your brand’s image. But, Fathom Digital understands that a better outcome is to grow your online presence, increase your profits and connect organically with your customer base.

That’s where we come in.

We offer a range of digital marketing services to suit the needs and budget of any company. We think our Beginner Package, which starts at $199, would be an excellent fit for you. This package includes help with your blog and social media accounts. Plus, you can add backlinks and on-page copy to your package for a small additional price!

If you’re hesitant, we want you to know that we offer a Satisfaction Guarantee on all our packages. We even offer a no-obligation, risk-free consultation. 

I’ve also attached some information about our services to help you better understand our proposal. If you have any questions or comments, please contact me at Alyssa Vega @fathomdigital.com or (123) 123-4567. Let’s arrange a meeting to discuss this further.

Sincerely,

Alyssa Vega Sales RepresentativeFathom Digital

Email proposal template alternative (informal)

You might use an informal email template for your proposal if you’ve worked with a client for many years or are reaching out to someone you have a long-standing professional or personal relationship with. Informal may also work if your company’s brand voice is playful, friendly and upbeat. 

Hi [client’s first name]!

Thanks for taking the time to consider our [products/services]. I know your time is valuable, so we’ll make this as short as possible! 

At [company name], we know that [define problem]. But, [define the desired outcome]. 

… and that’s exactly how we can help.

[Propose solution] [Propose price]

If you’re hesitant, don’t worry, we get it. [explain how you’ll reduce associated risks]

I’ve also attached some information about our [products/services] to help you better understand our proposal. If you have any questions or comments, please contact me at [email] or [phone number]. [CTA]

Sincerely,

[Your name][Job title][Company name/Information]

Here’s an example of what this template might look like when you customize it:

Hi Parth!

Thanks for taking the time to consider our products. I know your time is valuable, so we’ll make this as short as possible!

At Fathom, we know that life gets messy. But it doesn’t have to stay that way! 

…and that’s exactly how we can help.

We offer high-quality, eco-friendly cleaning products that can help you keep your home (or office) clean in less time — and while helping the environment! We offer starter packages that include all your must-have cleaning supplies, including our reusable paper towels, eco-friendly sponges and natural, all-purpose disinfectant. Our beginner package starts at only $29.99, but we offer larger packages and add-on products for when you have bigger messes to clean, too!

If you’re hesitant, don’t worry, we get it. That’s why we offer a free sample box with trial sizes of our most popular products. It’s yours free — just pay shipping! 

I’ve also attached some information about our products to help you better understand our proposal. If you have any questions or comments, please contact me at Alyssa Vega@fathom.com or (987) 234-2323. Let’s get you a free sample box today!

Sincerely,

Alyssa VegaCustomer Service RepFathom

A business proposal can help you present new services, products or solutions to a potential client. If you’re new to crafting proposal emails, just follow the seven steps above to create one that’s effective and engaging. Or, you can use one of the proposal email template examples above to streamline the process.

Frequently asked questions about business proposals

What are the 4Ps of business proposals?

Price, product, promotion and place. The 4Ps are a business strategy you can use to approach business proposals. 

What’s the difference between a business plan and a business proposal?

A business plan is a document that details how a business intends to reach its objectives and goals. On the other hand, a business proposal is a sales document (or email) you send to tell a client about your products and services.