The email sending your proposal is often overlooked. It’s easy to focus on the proposal and treat the email as secondary. Clients read your email first. It either prompts them to open the attachment or gives them a reason to skip it. A good proposal email is short, clear, and includes a specific call to action.
The Essential Proposal Email Formula
Subject line: “Project Proposal for [Project Name]” or “Proposal: [Project Name].” This is specific and clear. It tells the client what’s in the email without burying it in vague language.
Greeting: “Hi [Client Name],” is standard. Use their name if you have it.
Opening: Reference the conversation that led to the proposal. One sentence. “Following our meeting yesterday, here’s the proposal for the website redesign we discussed.” This reminds them of context and signals professionalism.
Attachment or link: “I’ve attached the proposal for your review” or “You can review the proposal here (link).” That’s all. Let the proposal speak.
Call to action: “Please review, and let me know if you have questions. I’m available to discuss this week.” This indicates you’re responsive and ready to move forward.
Closing: “Thanks,” “Best,” or “Looking forward to hearing from you.” Professional but warm.
Sample Proposal Email
Subject: Proposal: Homepage Redesign
Hi Sarah,
Following our meeting on Tuesday, here’s the proposal for your website homepage redesign. The proposal outlines the scope, timeline, and investment for the project.
Please review, and let me know if you have questions or want to discuss any of the details. I’m available this week for a quick call if that’s helpful.
Thanks, [Your Name]
Keep it that short. Three paragraphs. The proposal carries the detail. Your email is the bridge that gets them to open it.
Tips for Proposal Email Success
First, don’t include a second “personal” message after the professional email. You’re not having a separate conversation. One email, one message. Second, never send on a Friday afternoon or late in the day. Send Tuesday through Thursday morning. Your email competes for attention. Send when inboxes are active. Third, use a simple font and plain text formatting. Avoid colors or special formatting in the email body. Let the attachment or linked PDF be where design happens.
A proposal email should take less than one minute to read. Anything longer has too much content.
The Follow-Up Email
Three to five business days after sending, if you haven’t heard back, send a follow-up. Keep it short and friendly. Don’t apologize or imply that silence means rejection. Assume they’re busy.
Subject: “Re: Proposal: Homepage Redesign”
Hi Sarah,
Just wanted to check in and see if you had a chance to review the proposal. No rush at all — I know you’re busy. Happy to answer any questions or adjust any of the details.
Are you available for a quick call this week?
Thanks, [Your Name]
This shows attentiveness without being pushy. It also reminds them you’re engaged and ready to work.
When to Stop Following Up
Follow up once. If you don’t hear back after two emails over two weeks, move on. Send one final email: “Last note. I’ll assume this project isn’t moving forward for now. If things change, feel free to reach out anytime.” Then focus elsewhere. This closes the door professionally and keeps your reputation intact.
Using Proposal Software to Automate Timing
Proposal software like Waco3 can automate your follow-up sequence. Set a follow-up email to send automatically after five days if the proposal hasn’t been opened. Add another after ten days. This takes the guesswork out of follow-up timing and keeps you from forgetting. You can customize the messages, so they still feel personal.
Final Thoughts
Your proposal email is part of your sales system. It’s short, references your conversation, presents the proposal clearly, and shows you’re ready to move forward. Write a good email and the proposal does the rest. The email is the opening, the proposal is the conversation. Make both count.
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