You’re probably here because there’s real money on the line. You’ve had a good discovery call, maybe even a demo. Now it’s time to send “the proposal email” – the one that either moves the deal forward or quietly joins the pile in someone’s inbox.

Given that average B2B win rates often sit somewhere in the 20–30% range (and can be even lower in some segments), every serious opportunity matters. A big chunk of proposals fail not because the product is bad, but because the proposal and email are generic, misaligned with discovery, or hard to engage with.

Let's fix that calmly and systematically.

1. Why you need to take the proposal email seriously (how things go wrong)

Most proposal emails break down in a few predictable ways:

Generic, "about us" heavy copy. Many proposals talk more about the vendor than the customer's problem. Buyers consistently reward problem-focused communication; aligning on the problem definition can increase win rates significantly.
No clear next step. The email attaches a PDF and says "Let me know if you have questions." That's not a call-to-action; that's a stall.
No tracking or context. You have no idea if anyone opened the proposal, forwarded it to the buying committee, or ignored it. Without document analytics, you're flying blind.
Attachments get buried. People open emails on mobile, flag them for later, and never find the attachment again. Mobile email opens account for over 40% of all email opens, making attachments unreliable.
Weak or inconsistent follow-up. Follow-up emails are one of the highest-leverage levers in sales, yet most teams underuse them.

You're not just "sending a file." You're staging the next move in a buying decision where attention is scarce and alternatives are everywhere.

2. What a good sales proposal email has to do (in 2025 reality)

A strong proposal email isn't dramatic. It quietly does a few jobs extremely well:

Anchor in their world, not yours. Open by restating their problem and the outcome they care about. Problem-focused sellers consistently outperform solution-focused ones.
Summarize the proposal, don't re-paste it. A few bullets covering: scope, key outcomes, investment, timeline. The inbox is not the place for your full deck.
Make the next step painfully clear. "If this looks good, the next step is X. Here's a link to book a time / sign / add comments."
Use a trackable, updateable link – not a dead attachment. You want to be able to see engagement with document analytics and update the proposal without sending version 7-final-final.pdf. Secure document sharing platforms provide both tracking and update capabilities.
Set up follow-up. Assume they're busy. The best performers use structured follow-ups, not one tentative nudge.

That's the job description. Now let's make Peony do the heavy lifting.

3. How to send proposal emails using Peony (step by step)

Think of email as the doorbell and Peony as the proposal room.

Step 1 – Stage the proposal in Peony

Create a room per opportunity, e.g. “[Company] – Sales Proposal – March 2025”
Upload your proposal (PDF / deck / appendix docs).
This room becomes the single source of truth for that deal.

Step 2 – Configure access and control

Inside Peony:

Grant access to specific buyer emails or their domain using identity-bound access.
Set view-only for external stakeholders and disable downloads by default.
Turn on dynamic watermarking (name/email/time) so screenshots are attributable and casual resharing feels risky, not invisible.

Now your proposal isn't a loose file – it's a controlled asset.

Step 3 – Generate one shareable link

Peony gives you a link to the proposal room. You will use this:

In your proposal email
In calendar invites
In follow-up messages

If you update the proposal, the link stays the same.

Step 4 – Send the proposal email (templates)

Here are battle-tested structures you can adapt.

Template 1 – Initial proposal email

Subject: Proposal for [Project / Outcome]

Hi [Name],

As discussed, here’s the proposal for [specific outcome] for [Company].

In short, this covers: – Problem: [1–2 lines in their words] – Approach: [1–2 lines on how you’ll solve it] – Outcomes: [3 short bullets, tangible] – Investment & timeline: [headline numbers / timing]

You can view the full proposal securely here: [Peony link]

If this looks directionally right, the next step is: – [e.g. 30-minute review call with you + [roles]] – or [signoff on page X and we’ll countersign]

Does [two time options] work to walk through this together, or would you prefer to leave comments directly in the doc first?

Warmly, [You]

Template 2 – Follow-up after no response

Subject: Quick check-in on the proposal for [Company]

Hi [Name],

Just checking in on the proposal I shared last week for [outcome].

Here’s the secure link again for convenience: [Peony link]

Totally understand things are busy. If this has dropped in priority, a quick “not now” is genuinely helpful so we can both plan. If it’s still active, I’m happy to: – Walk your team through the numbers, or – Adjust scope to better fit [constraint you know they have].

What feels like the right next step from your side?

Best, [You]

Step 5 – Use Peony's analytics to prioritize follow-ups

Because the buyer views the proposal through Peony, you can see with page-level analytics:

Who actually opened it
Which accounts engaged deeply vs barely skimmed
How long they spent viewing each section

Pair this with your follow-up sequence:

More engagement → push for a concrete next step.
No engagement → a lighter "Is this still live?" nudge or disqualify.

You're no longer flying blind.

4. Other ways to send sales proposals if you can't use Peony

If Peony truly isn't an option, your next-best choices are:

Link-based proposal tools (e.g. proposal/CPQ platforms, DocSend-style viewers) – good for tracking, but often heavier to set up and not as flexible for general file sharing.
Cloud storage links (Google Drive, OneDrive, Dropbox, Box) – workable if you:
- Lock access to specific people,
- Avoid "anyone with the link," and
- Accept limited engagement analytics.
Plain attachments – only for low-stakes or when the buyer explicitly insists. You get zero control once the file leaves your outbox, with no tracking or revocation capabilities.

Whatever you use, keep the email structure from Section 2. The mechanics matter, but clarity and alignment matter more.

5. Practical setup tips (so this becomes a repeatable system)

Template your flows, not your empathy. Use templates for structure; customize the problem, outcome, and next step for each buyer. One-size-fits-all proposals are a known failure mode.
Send fast while the call is still warm. Ideally within a few hours of the meeting, while details are fresh on both sides.
Keep subject lines clear, not clever. "Proposal for [Outcome] at [Company]" beats vague or gimmicky subject lines.
Plan 2–3 follow-ups from the start. Don't improvise. Many guides now recommend at least two or three spaced follow-ups after sending a proposal.
Review your last 10 proposal emails. Ask: Did I restate their problem? Is the next step explicit? Did I give them an easy link instead of a heavy attachment? Adjust your template based on that.

If a deal is small, almost any proposal email will do. If a deal is meaningful, your proposal email is no longer an afterthought – it is the bridge between a good conversation and a signed contract.

Use Peony to host the proposal, send one clean link, and then let your email do what it's meant to do: remind them of their problem, show them a believable outcome, and make the next step feel obvious.

Frequently Asked Questions

How do you track if someone opened your sales proposal email?

Email tracking shows if the email was opened, but not if the proposal itself was viewed. Peony provides complete document analytics: see who opened the proposal, when, how long they viewed it, and which pages they engaged with.

Can you update a sales proposal after sending it?

With attachments or basic cloud links, you can't update proposals after sending. Peony lets you update the proposal behind the same secure link—all recipients automatically see the latest version without resending files.

How do you protect a sales proposal from being shared?

Peony provides identity-bound access that restricts sharing to specific email addresses or domains, dynamic watermarking to attribute screenshots, and download restrictions to prevent unauthorized distribution.

What's the best way to send a sales proposal via email?

Peony is the best solution: share your secure Peony link in the email with identity-bound access, page-level analytics, and the ability to update the proposal without resending. Avoid attachments—they get buried and provide no tracking.

How many times should you follow up on a sales proposal?

Research shows that 2–3 spaced follow-ups after sending a proposal significantly increase response rates. Use Peony's analytics to prioritize: high engagement gets a push for next steps, low engagement gets a lighter check-in.

Can you see who viewed your sales proposal?

Basic email tracking doesn't show proposal views. Peony gives you complete visibility: see who opened it, when, how long they viewed it, and which sections they engaged with most.

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How to Send Sales Proposal Email in 2025: Complete Guide to Winning Proposals & Templates