Make sure an email sales proposal is not your first contact with the client. Use email, phone calls and face-to-face visits to establish rapport with the client, get to know your client's needs and business and make yourself known before sending a sales proposal over email.
Frame your sales proposal in terms that are relevant and understandable to your client. Attach your complete proposal to the email as a PDF or Microsoft Word document. Type the executive summary of your sales proposal into the email, but leave the details in the attachment.
Keep the wording in your proposal attachment simple, brief and compelling. Make it memorable by opening your proposal attachment with a two-sentence story that paints a vivid picture of a desirable business outcome made possible with your services.
Write your executive summary first and let its tone and content guide the rest of your proposal. Address the client's need or problem, provide an expected outcome, present the solution and issue a call to action, all in about four or five sentences. Emphasize what you can provide for the client and what makes you unique. Place your client's request for proposal (RFP) next to you and refer to it as you write your sales proposal. Address all of your client's specific questions in your proposal.
Edit your proposal before sending it to the client. Review it for grammatical and punctuation errors as well as for accuracy and clarity. Remove passive voice sentence constructions and edit the names of any other companies that may be in the document if you are working from a template that you have used for other proposals. Explain all acronyms and eliminate jargon.
Send your email in the morning. Follow up with a phone call later in the afternoon or the next business day.