How to write a business proposal email to a client

How to Write a business proposal email to a client + [Examples]



August 2020

Mastering business email writing – the pillar of modern-day communication

We’ve all been in the situation when we have to write a business proposal email to a client.

Whether it’s an email to close a sale or to introduce your product or service to a prospective client, it’s all about how you put your thoughts into words so that they compel and sell.

Luckily, there’s a system you can follow to make the process much, much easier. This way, next time you’re sitting at a desk wondering what the best way to approach a client is, you’ll save time, unnecessary self-doubts and needless headaches.

How To Structure Your Business Proposal Email To A Client

All business proposal emails follow a similar pattern. Why? Because it’s not the time to be fancy and or creative. Every day, clients go through dozens of business proposals, so they need to know who you are and what you’re offering- fast.

A standard structure allows clients to quickly scan your email and find the information they need.

First things first

Emails are the standard means of communications, so keep your email crisp and to the point. Avoid long-winding sentences.

Before you start writing, know what the aim of your business proposal is. Depending at what selling stage you are at with your client, this could be:

  • Give information after talking over the phone
  • Ask for information to offer a tailor-made offer that meets the client’s needs
  • Cold email selling: call to action

Although not a letter, keep your email formal and use proper grammar and standard spelling.

Once you’ve clarified what the purpose of your email is, it’s time to start drafting your business proposal email to a client.

1. Subject line

With the subject line, the idea is to give just enough information that will trigger the client’s curiosity to know more. Just be mindful of delivering what you promise in your subject line!

There are a few ways you can go with this:

  1. Formal

Example: men skincare products

  1. Exciting & informative

Example: Gentlemen, achieve a smoother and healthier complexion

  1. Add some mystery

Example: Catering your beauty needs without losing your masculinity

Brainstorm for ideas, write them down, and then pick the best one that a) fits you and your brand, and b) is appropriate for the client.

2. Identify yourself

Let the reader know who you are in the first few paragraphs. Even if you’re following up after an interview, don’t assume they’ll remember you.

Include your full name, occupation and any other important information that adds credibility to your email.

3. Make the offer!

Avoid lengthy-introduction. Get to the point and make your offer. Put yourself in the client’s shoes, and write the email focusing on how your product or service would benefit them.

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4. List benefits

Most readers will skim through your email, so make it as easy as possible to read. Use short and simple paragraphs, as well as bullet points or numbered lists.

5. Call to action

Persuade your reader to act with a clear call to action. Tell them what you’d like them to do, and add the appropriate links, phone numbers, etc.

Example: Click here or call XXX now to schedule your free roof consultation

6. Signing off

By ending your business proposal email to a client with a friendly, polite and professional tone, you’re more likely to get a positive response from the reader. Avoid informal closing phrases like “cheers” or “peace”. 

And why not, add some mystery to your closing email to amplify the impact of your offer.

Example: “Did you know most of your competitors already use XX to streamline their business?”

Common ways to end an email:

  • Many thanks
  • Warm regards
  • Best regards
  • Sincerely

7. Add a P.S.

If there is one part of your email that is most likely going to get the reader’s attention, it’s your P.S. Use it to enforce your call to action and to highlight your offer. You could add a bonus to your service, or remind the reader of the expiration of your offer.

Example: P.S. Remember this offer is only valid for 10 days. Click here to claim your discount now.

Using this structure, here is an example of a proposal business email to a client  that I wrote. 

It was written on behalf of the owner of an online selling platform for art&crafts (similar to Etsy). The email was to ask artists to sign up to her platform where they could sell their handicrafts.

The number of emails we have to write each day can demotivate us from taking the time to write a personalized one. 

Gaining trust and building long-lasting relationships all start with an effective  business proposal email to a client. 

Consider the 6 points to build a solid email structure, and take the time to craft each business email so that it is concise yet clear. It’s worth investing an extra 10 minutes to personalize your email so that it is tailor-made for your client.


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About the author

Elena Vivaldo is a freelance copywriter, business writer and PADI scuba diving instructor. She helps individuals, businesses and organization find their voice and connect with their readers through high-quality and customised content.

This Post Has 2 Comments

  1. Maryann

    Thanks a lot for sharing this on FB. I will bookmark this post. It has a lot of value.

    1. Elena

      You’re most welcome Maryann. Glad I could help. If you have any questions, please feel free to message me.

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