Want a Free Email Marketing Proposal Template?

What's in This Template?

  • A winning framework that helps you create your own magnetic proposals
  • Sample content that shows you understand clients' deepest frustrations and are offering a comprehensive solution
  • An easy to customize layout that walks you through quickly creating a completely unique proposal
  • And more!

Email Marketing Proposal Template: Save Time and Get More Clients

Despite the explosion of podcasts, video and social media content, email marketing remains the most profitable strategy to bring in business.

Helping clients build a list and cultivate relationships is an invaluable skill. Your email marketing proposal is the perfect opportunity to convey this value.

How can you do this well?

Writing an effective proposal requires a different approach than writing a marketing email. You need to know what to say, what to leave out, and how to arrange everything in a way that gets results.

There is a lot of confusion about this topic. So let's clear up the mystery and discuss how to make email marketing proposals work for you!

What is an Email Marketing Proposal?

The email marketing proposal serves as an introduction to potential clients. It's your chance to recommend a solution that solves their most frustrating business problems. The best proposals include these details while offering compelling reasons to hire you.

In some ways, the process is similar to writing a marketing email.

There is certain information you need to get across. But you also have to find reasons to get people to want to keep reading and eagerly anticipate the next email hitting their inbox. It's a mix of information and persuasion.

Because you do this for a living, you have a leg up over others, like programmers or graphic designers, who have less experience with marketing strategy. And that's a good thing, because the bar potential clients are using to judge you is higher.

Clients won't give you the chance to market to their customers if you can't market yourself in your proposals. Here are a few key things you need to make them work.

Persuasive Structure and Key Elements

Every email you send is different…

But patterns emerge. Regardless of the audience or content, you'll probably need a compelling subject line, plenty of white space, and a call to action. These elements show up time and time again.

This is similar to how it works for email marketing proposals. Some marketing plan projects are much more complicated than others, but they all share key elements every client is looking for.

Hitting on these elements, in a structure that has been tested and proven to get attention, increases your chances of winning gigs.

What do you need to include?

Here are the most common elements in small-scale email marketing projects. (Think launching a single marketing campaign or writing an autoresponder sequence.)

Small-scale email marketing project elements

  • Goals and challenges. Discuss the major business pain point that drove the client to get help with their email marketing. Building an email funnel – and nurturing leads there – is just a means to an end. Use this section to describe that end. It might be increasing revenue or reclaiming market share. Or lowering customer acquisition costs while growing the business.
  • Email marketing solution. Set out which service(s) you recommend to address the client's major pain point. Briefly break down what each service is, as well as how it will benefit the client. Don't assume the client already understands the full potential of email marketing!
  • Fees. Describe how much it will cost to deliver the services you recommended in the previous section.
  • Next steps. Give simple, concrete steps for clients to take (signing the proposal electronically, submitting payment, etc.) to start the project. Ask them to act now, when your proposal is still at the top of their mind.

The elements above work great for short-term, one-off projects. But sometimes email marketing is much more involved, with consulting, research, and ongoing content creation and reporting.

Here are some of the most common elements for large-scale email marketing projects:

Large-scale email marketing project elements

  • [Client's] email marketing goals. Start with the conversation already happening in the client's head: their business problems. Overview how they are using email marketing now, where they are falling short, and opportunities to better connect with customers.
  • Project recommendations. Recommend email marketing services (research, consulting, list segmentation, content creation, campaign design and management, etc.) tailored to address the client's specific need. It might be a matter of getting more leads into an existing email campaign, creating a funnel from scratch, or something in between. How will your services work as a package to help the client?
  • Project scope. Set out which deliverables and services are included, and what the client is responsible for. Will you guarantee a flow of new email subscribers into the funnel? From cold or existing traffic? Does the client need help with landing pages, webinars, or back-end selling?
  • Timeframe. Simplify complex marketing projects by laying out which things will happen when. Use a table to help clients visualize the process and key milestones. Some things (like writing autoresponder sequences) will be one-time only. Others (like reporting) will be ongoing.
  • Pricing
  • About us. Tell clients what it is about you – your expertise, experience, team – that makes you the best choice for their email marketing project. Keep it short, sweet, and client-focused.
  • Case studies. Include a few examples of successful past projects. For each one, describe your process and the end results for the client. Focus on the key metrics, like ROI, list size, and engagement.
  • Getting started
  • Agreement

The Discovery Call: Questions to Ask Before Writing Your Proposal

As an email marketing expert, you understand that knowing your audience will make every message you send more effective.

You can apply this thinking to your proposals as well. Instead of just skimming the request for proposal (RFP) and regurgitating the requirements, you can go deeper.

Nothing replaces a quick call or meeting to truly understand your potential clients. This doesn't take long. It shows the clients that you're committed to the project. And, if you ask the right questions, you can come away with insights you would never find in written RFPs.

Here are a few questions to get you started:

  • Are there any brands or competitors that you think do email marketing really well? What do you like about them?
  • Do you have a brand philosophy you want us to convey in your email messaging?
  • Do you segment your email list right now? If so, how do you do it?
  • Have you worked with an email marketer before? If so, how was the experience? What did you like/not like about it?
  • How are you using email right now? Lead nurturing, news and product updates, special promotions, all of the above?
  • How are you using email to engage previous customers and motivate them to buy again? Is a back-end funnel something you would be interested in?
  • How big is your list right now, how often do you mail them, and how is the response? (this is the “show us the data” question)
  • What are the strong points in your existing email funnel? Which areas do you think could be improved? At which stages does engagement drop off?
  • What does successful email marketing look like to you? Which metrics are you using to define success?
  • Which email marketing software do you use right now? How happy are you with it? (you might recommend alternatives if the platform doesn't offer the capabilities they need)
  • Which resources do you have available to work with us?
  • Which traffic sources will supply your email funnel? Will subscribers come from new marketing efforts or existing traffic?
  • Who is your target audience? Do you have demographic, behavioral, and/or survey data to fill us in? Have you created use cases or customer personas?

Including these answers in your proposals will give you a serious edge over competitors. Because you've done the digging to hone in on the key issues, clients will read the proposal and feel like you're reading their minds.

One More Thing...

Writing proposals doesn't have to be a nightmare anymore. Keep the tips above in mind. You'll save a lot of time and frustration by following a proven formula. Then it just becomes a matter of adapting that formula to suit each unique project.

Ready to get started?

Check out these free email marketing proposal below.

Preview: Email Marketing Proposal Template

Email Marketing Proposal Template Cover Image

Helping You Get Results

Helping Get Results

An email marketing campaign is a great way to directly reach your customers, and elegantly written content can do more than keep potential customers informed about what your organization is up to— it can lead to valuable conversions. To ensure that you’re grabbing your customers’ attention and reaching as many people as possible, you need expert advice in setting up your email marketing campaign. At {my_company}, we’re committed to helping you maximize the potential of your campaign, and by inviting us into your confidence we can help you by:

  • Tailoring your email marketing campaign to your specific industry context and scale of operations.
  • Making sure that your messages are functional and beautiful across email clients and platforms, including mobile and tablets.
  • Coaching you on campaign design and maintenance, including hands-on training with popular email marketing application MailChimp.
  • Helping you build your contact list to reach the maximum number of potential customers.
  • Offering one lead-nurturing campaign for your marketing site and one for your blog.
  • Providing a post-purchase email campaign to help with up-sells and increase repeat purchases.

Experts Helping You Help Yourself

{client_name} deserves the best email marketing campaign that it can muster. {my_company} will train you on the tools you need to design a beautiful and effective campaign, and we’ll make sure it’s ending up in the right inboxes.

By retaining us, {client_name} can be sure that you are receiving the most up-to-date advice according to current best practices in the areas of:

  • Effective email copywriting
  • Targeted campaigns that offer higher conversion rates, including lead-nurturing and post-purchase campaigns

A Customized Package For {client_name}

A Customized Package

To meet {client_name}’s needs, as described above, we recommend the following email marketing services as part of this project:

MailChimp Coaching

{my_company}’s consultants will guide you through the process of setting up and refining your campaign using leading email marketing application MailChimp.

Design and Copywriting

{my_company} will tweak or overhaul your campaign’s appearance and help you produce the most persuasive copy.

Precise Campaign Execution

{client_name} needs to get its messages to the potential customers who are most likely to convert. {my_company} will help you build a robust subscription list that focuses on quality rather than just quantity, including a lead-nurturing campaign focused on conversion and a post-purchase campaign focused on up-sales.

Email Marketing Consulting Services
  • MailChimp Training – We will guide you through the use of the web’s leading email marketing application.
  • Design and Copy Support – We will help you design and write a beautiful, informative, and effective campaign.
  • Subscription List, Lead-Nurturing Campaign, and Post-Purchase Campaign – We will deliver a mutually-agreed-upon number of quality subscribers who are likely to convert.

Why Choose {my_company}?

{client_name} needs to use its time doing what it does best: providing great [describe industry/service/product]. By working with {my_company} to design and execute an email marketing campaign, {client_name} can focus on running its organization while we take care of making sure that your campaign is as attractive and effective as possible.

  • {my_company} is experienced with designing campaigns using MailChimp and training our clients – Our team has experience building and tweaking many different types of email marketing campaigns in many different industries and sectors. We know how to get the best out of MailChimp, and we have a proven record in training our clients in its use.
  • {my_company}’s team is dedicated to helping you reach your users where they are – We know that a slick, functional email campaign is not the ultimate goal of your organization. You are in the business of [client’s business], and we know that you want to reach the highest number of customers possible. We always keep this goal in mind, and work closely with you to make your subscription list grow while targeting it precisely at those who will be most likely to take advantage of your services.
  • {my_company} delivers effective copywriting – {client_name} can rest assured that {my_company} offers the highest quality email copywriting. Our team of writers are constantly monitoring trends and updating their approach accordingly, leading to higher conversion rates and up-sales.

Project Timeline

If {client_name} chooses {my_company} to provide email marketing services, our timeline would proceed as follows:

Phase Activities Completion
MailChimp Coaching In-person or online meeting between stakeholders at {client_name} and {my_company} to train in the proper use of MailChimp’s email marketing application. Service customization will be agreed upon and timelines set. 03/15/XX
Copywriting Support and Subscription List Building {client_name} will receive copywriting support and {my_company} will provide an updated list of quality subscribers, including a lead-nurturing campaign and a post-purchase campaign. 05/30/XX
Consultation Meeting or Further Service Customization In-person or online meeting between {client_name} and {my_company} to discuss progress and renew the terms of the consultancy, including adding or removing services. 07/10/XX

Next Steps

To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:

  • Accept the proposal as-is, and agree to select services at the kick-off discussion
  • Discuss desired changes with {my_company}
  • Finalize and sign the contract
  • Submit an initial payment of 50 percent of total project fee

Next Steps

Once completed, {my_company} will contact {client_name} to schedule a project launch meeting to make introductions and gather information before beginning the work.

We are happy to make changes to project scope on {client_name}’s request at any time, but this may be subject to additional billing.

Terms and Conditions

{my_company} assumes {client_name} has permission from the rightful owner to use any code, scripts, data, and reports provided by {client_name} for inclusion in its materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.

{my_company} retains the right to display web content elements as examples of their work in their portfolio and as content features in other projects.

This agreement becomes effective only when signed by agents of {client_name} and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].

The agreement contained in this contract constitutes the sole agreement between {client_name} and the {my_company} regarding all items included in this agreement.