All articles

How to Write an Email Marketing Proposal

Marketing12 mins
Sarah Taylor|Updated Dec 22, 2023
Woman on laptop doing email marketing

Writing a good email proposal can feel like a balancing act. You want to be concise and to the point, but at the same time, you must include enough detail to persuade and inform. And this challenge is precisely what makes the ability to write an email marketing proposal so valuable.

It's not just about jotting down your thoughts or services; it's about connecting with the person reading your email, understanding what they need, and explaining how you can help them in a way that resonates.

In this article, we'll guide you through writing a proposal that grabs attention in the competitive email marketing industry and makes a compelling case for your email service.

What is an email marketing proposal?

An email marketing proposal outlines a plan for a successful email marketing campaign or a series of campaigns.

The main goal of this proposal is to connect your knowledge of email marketing and your potential client's needs. A carefully crafted explanation of why email marketing is essential and how it can be used effectively to benefit the business (or how you can improve on their existing email efforts).

You're telling a story that links the client's goals to the current market situation and shows how your planned email marketing efforts can make a positive difference. It is also your chance to show how well you understand your target audience. You can explain who they are and what they like. You can also show how to skillfully use tech and data to ensure you're sending your emails to the right people, at the right time; therefore, delivering an attractive return on investment.

Here is Qwilr’s Email Marketing Proposal Template to give you a better idea of what one looks like.

The steps to write an email marketing proposal & Key elements to include

Writing an email marketing proposal may seem overwhelming at first, but it's really about putting the right pieces together. Let us guide you through the most critical steps and tell you what to consider.

1. Understand the audience

Understanding the client's target audience lays the foundation for a campaign that speaks to the people you want to reach. Start by gathering thorough information about the target audience.

You need to know more than just their age or where they live. What are their interests? What challenges are they facing? This detailed knowledge is essential to write emails that speak directly to them. You’re sending more than messages; you are providing solutions.

Regular market research and social media monitoring can ensure that the content of your emails is fresh and engaging.

2. Define clear objectives

You need to clearly define the specific objectives of your email campaign to achieve them. Do you want to make more people aware of your brand? Increase sales? Increase customer loyalty? Promote a new product? You need to be precise here. Different goals require different approaches.

Each email campaign goal should support your client's overall business goals. For example, if your client wants to grow their business, your email campaign should focus on acquiring new customers, tapping into fresh markets, or upselling to current customers.

Your goals should be specific and measurable (I won’t wheel out the SMART acronym here; I’m sure you know it by now!). You should also specify how you will measure these goals.

3. Choose an email marketing proposal template

Your chosen template should set the tone for your proposal and ensure it's professional and easy to read. It must organize your ideas clearly and make your proposal visually appealing. The look of your proposal can be just as influential as the information it contains.

Your template should also ensure that the proposal is easy to read. Look for clear fonts and a layout that isn't too cluttered. A disorganized template can distract from your main points.

When choosing a template, think about user-friendliness too. Think about how your customer will read the proposal. Is it easy for them to find what they're looking for? Does navigation feel natural? A good template will guide the reader smoothly through the content.

4. Present your strategy

Here, you set out your comprehensive plan for achieving your goals.

Start by outlining the different types of emails you plan to send, such as newsletters that inform your audience about the latest updates, drip sequences with educational content, or invitations to events or webinars. Promotional emails that highlight special offers or services are also important.

Personalized messages should be part of your strategy. Tailoring emails to the recipient's interests or previous interactions with the brand is vital to increase engagement.

The frequency of your emails is another critical component. It's crucial to find the right balance here. You want to stay in the minds of your target audience without overwhelming them. The frequency you choose – be it a weekly newsletter or a bi-weekly promotion – should match both the nature of your content and the preferences of your target audience.

5. Showcase your content plan

The content forms the heart of your campaign. You can use this section to display sample content you plan to include in your customer's emails. It's also where you show how your email will pique the target audience's interest and fulfill their needs. Consider some sample subject lines or plans to A/B test and optimize based on open rates.


You can start by outlining the content you want to include in the emails. Perhaps you're thinking of content that educates the audience on the latest industry trends, tips about the client's products, or helpful how-to guides. This type of content informs while positioning the client as an expert in their field.

Consider the importance of including product updates in the emails. This isn't just about selling but also keeping the target audience informed about the constant improvements and new ways they can benefit from these offers.

When it comes to content creation, it's not just about what you say, it's also about how that content builds, then fortifies, the relationship between your customer and their target audience.

6. Focus on segmentation and personalization methods

Here, you explain to your client how to make every email feel like it was created specifically for the person reading it.

Start with segmentation. This is where you divide your email list into smaller groups based on specific criteria. This might include what they buy, their age, or their interaction with previous emails. Let your clients know that this way, you can send emails just right for each group.

Then it's on to personalization. This isn't just about using the recipient's name but tailoring the entire email to their interests and past behavior. Explain how you use the information from the segmentation to customize these email sequences.

7. Provide a data analysis and reporting plan

This is where you define how you'll effectively track the campaign's success and evaluate the results. It is essential to show that your campaign is effective and results-oriented.

First, talk about the most important key figures that you'll keep an eye on. The email open rate is crucial because it shows how many people open your emails. Click-through rates are equally important because they show how many readers are engaged enough with the content to click on links.

And then there's the conversion rate, which shows how many people take the action you want them to take, such as buying a product or signing up for more information. These numbers are the heartbeat of your campaign and show you how well your emails are working.

8. Include a timeline and budget

Here, you tackle two crucial parts of your plan: when things will happen and how much they'll cost.

The timeline is where you create a realistic schedule for your entire campaign. It includes details of when you'll start your initial research, when you'll create content, when you'll send the first email, and when you'll follow up.

When it comes to the budget, outline all the costs involved in running the email marketing campaign. This includes everything from the software you'll use to additional resources such as design services and whether you include digital marketing services in addition to the emails. Break these costs down clearly so your client knows what they're paying for.

9. Propose next steps

Don't leave your prospect guessing; be really clear on what the next step in the sales process will be. Perhaps you can arrange a meeting to discuss the proposal together. Offer a few options for a meeting or say that you're willing to provide more information if they need it. You can also have an accept proposal button that allows your client to move right into the contracting phase to avoid some of the back and forth if your prospect is ready to move forward now.

An example email marketing proposal template

A template can be a useful tool to ensure that you don’t miss anything and that you don’t have to reinvent the wheel every time you send a new proposal!

Qwilr’s Email Marketing Template is designed for maximum clarity and impact, enabling your team to present a targeted, data-driven, and results-orientated proposal tailor-made for your prospective client's needs. Our digital marketing proposal is also easy to edit with your branding and then customize for subsequent projects.

Here is what ours includes:

  • Executive Summary: Here, you give a brief yet powerful overview of your proposal. It should be engaging and highlight your proposal's key points, including the main goals and the approach you plan to take.
  • Challenge: This is where you discuss the issues or opportunities the client faces with their current email marketing. It's about demonstrating your understanding of their situation and setting the stage for how you plan to address it.
  • Current Email Marketing Analysis: This part examines the client's current campaign performance. This is where you discuss what's working, what needs improvement, and how it compares with industry standards.
  • Email Marketing Strategy: In this part, you outline your proposed approach, detailing how you'll tackle their challenges and achieve the objectives. It is the core of your proposal, showcasing your expertise and creativity.
  • How We Can Help: Here, you explain your specific services and how they will benefit the client's email marketing campaign. This is your chance to shine and show what makes your services unique and compelling.
  • What Success Looks Like: This section is about building confidence. Include testimonials or case studies from past successes. It reassures the client that they are making a smart choice.
  • Our Team: Here, you will introduce the skilled professionals working on the client's campaign. Short bios and experience highlights here help build trust and a personal connection.
  • Investment: This section breaks down the costs. Be clear and transparent about your pricing, as this builds trust and sets realistic expectations.
  • Contact Us: This is your final call to action, inviting them to take the next step. Provide your contact details & encourage the client to get in touch to begin the partnership.

FAQs

What's the best format for an email marketing proposal?

The best format for an email marketing proposal is simple and clear. It's best to start with a summary, a detailed plan for the campaign, a clear timeline and budget, and end with a clear call to action. This will ensure that your proposal contains all essential information in an easy-to-understand and engaging way.

How long should an email marketing proposal typically be?

An email marketing proposal should be long enough to cover all the essential details without being overly long. Generally, a length of 5 to 10 pages is appropriate. This gives you enough space to explain the strategy, timeline, and budget without losing focus.

Delivering the right email marketing proposal

Writing a great email marketing proposal is like drawing a map for your campaign. It guides you from the beginning to the end—the path from start to success.

Begin with a clear, brief overview, then talk about the challenges and how you will tackle them. The trick to creating this proposal is to combine creativity with practical thinking and your big ideas with careful planning.


With Qwilr's email marketing proposal templates, your proposals can become more than just words on a page. They can become interactive, attention-grabbing documents that showcase what your brand stands for and what it can do. Try them for yourself today and see the difference they can make.

About the author

Sarah Taylor, Senior Content Marketing Manager

Sarah Taylor|Senior Content Marketing Manager

Sarah leads Qwilr's content marketing efforts – specialising in field marketing, campaign planning, content, brand and communications. Sarah has both agency and global corporate experience spanning Australia, Asia and the UK.