There are 11 types of emails you'll send when you launch a business. Here's a template for each that will help you gain new clients and keep your old ones loyal.
- Adrian Granzella Larssen is a content strategist, editorial director, and founder of Sweet Spot Content. Eight years ago, she was the first employee at The Muse.
- When she began her freelance content strategy business, she recruited all of her clients in her first year with one email.
- But once she sent out that magical email, she needed to effectively communicate with her stable of freelance clients. She found herself sending out versions of the same important emails again and again.
- Here, she's shared her templates for professional, effective versions of every possible email that a freelancer will need to send when working with a client.
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When people ask me how I started my freelance content strategy business, I always respond the same way:
It was one magic email.
That email was so powerful that it brought me 100% of my clients my first year in business. So powerful that several friends have used their own version and had similar results. So powerful that I wrote about it in this article - and included a template that anyone can adapt.
But then what? Best case scenario, you send a similar email, and you have yourself some freelance gigs - along with a whole host of other communication needs. How do you send a proposal to potential clients? What about invoicing? What do you say when you don't want to take a project on - or when someone isn't happy with your work?
Here, I've collected some of the other most important emails I send as a freelancer - all in easy copy-and-paste templates that you can steal for yourself.
The "hire me" email
When to send: When you come across a "looking for freelance help" post on Facebook, LinkedIn, or other communities you're part of, and the work seems right up your alley. (Or, when someone responds to your "Hey, I'm freelancing now" email!)
Pro tip: Responding quickly is important - many companies looking for help are flooded with responses from interested parties. But also take the time to personalize the message and the work samples you send - it'll go a long way.
Subject: [Project name]: Reaching out from [source you found the project]
Hi [Name],
Hope this email finds you well! I'm a freelance [job title] and just saw your post on [site/source] about looking for help on a [project type]. I'd love to help out.
My background: [1-2 sentences about your background, including the types of projects and clients you've worked on that specifically relate to the project].
You can see some of my work on my website here: [link]. In addition, here are a couple of links to my client work that's similar to your project - they [reason why these work samples are related to the project at hand]:
[Link to work sample 1]
[Link to work sample 2]
My rates are typically [rates per project]. Please let me know if you'd like more information or to hop on a call. I'd love the opportunity to work together!
All the best,
[Your name]
Read more: One email I wrote brought in 100% of my clients after I started my business - here's the template
The proposal email
When to send: After you've had an intro call to understand the client's needs. Of course, some projects may be as straightforward as writing a few blog posts or designing a logo, but other times, a company may look to you to tell them what they need.
Pro tip: A good proposal should outline the specific deliverables of the project, an estimated timeline, and pricing. I also like to include a "how I can help" paragraph summarizing the project goals and desired business results.
Subject: Proposal: [Project name]
Hi [Name],
Thanks so much for chatting last week. It was great to connect with you and hear more about what you're working on.
I'd be very excited to help you [result you'd be helping the client achieve] and have attached a proposal for working together. As you'll see, I recommend [brief details of the project, e.g., "a 12-week engagement with six specific deliverables"], which is outlined here along with an estimated timeline and pricing. Note that this is a proposal and not our formal agreement, which I'll send along if we decide to move forward.
Please let me know if you have questions or would like to discuss - I'm happy to answer questions or make adjustments based on your feedback.
Look forward to hearing your thoughts,
[Your name]
The "terms and conditions" email
When to send: Right after someone has expressed that they want to hire you, but before you start working on the project.
Pro tip: Having a contract in place might seem overly formal, but ask any freelancer who's been burned before: It's helpful to have the project details spelled out from the get-go. Download one on LegalZoom or ask your freelancing friends to repurpose their templates.
Subject: Project agreement
Hi [Name],
Thanks so much for your email. I'm thrilled about working together!
To officially kick things off, I'm attaching a project agreement, outlining our timeline, deliverables, and fee schedule. You can e-sign it using a tool like DocuSign or HelloSign.
In the meantime, here's what you can expect for next steps:
[Outline the next steps for kicking off the project once the client signs the contract.]
Please let me know if you have any questions. I'm so looking forward to this project.
Thanks,
[Your name]
The "out of budget" response email
When to send: When a potential client responds to your proposal with the dreaded, "Sorry, this is out of our budget."
Pro tip: If it's a company you really want to work with - for instance, it'd be a big name on your portfolio, or it's a project you're particularly passionate about - it might make sense to discount your rate. Otherwise, a better move is offering a scaled-down version of your services at a price that'll fit their budget.
Subject: Revised proposal
Hi [Name],
Thanks so much for your email and your candor. I completely understand the nature of tight budgets. With that said, I'd still love the opportunity to work together and wanted to offer a couple of options.
First, we could extend the timeline a bit and break the fee down into multiple payments. Would that help give your budget any wiggle room? I'd also be happy to adjust the scope, and I've attached another proposal that outlines what I can offer based on a smaller budget.
Please let me know if either of these options would work. I know that I could help you achieve your goal of [business result] and would love to work together!
All the best,
[Your name]
The "scope creep" email
When to send: When a client asks you to do something that wasn't outlined in your original agreement.
Pro tip: When sending proposals, I always include a line that says: "Any work in addition to these deliverables will be billed at an hourly rate of $XXX" - which makes the following email much, much easier to send.
Subject: [Description of task]
Hi [Name],
Thanks for sending this over! I can definitely take on [out of scope task] and have it to you by [date]. Just a quick reminder that since it wasn't outlined in our original agreement, my hourly rate will apply. It shouldn't take me more than about X hours to complete, but let me know if there's a cap on the time you'd like me to spend on it. Otherwise, I'll get on it shortly!
Thanks,
[Your name]
The "I'm too busy" email
When to send: When you're up to your eyeballs in work (every freelancer's dream, right?) and you need to turn down a project.
Pro tip: If it's a client you would be interested in working with in the future, make sure you leave the door open. Say you'll follow up in a few weeks when things calm down - and then actually do!
Subject: Thanks for thinking of me
Hi [Name],
Thanks so much for thinking of me for this project! While I'd absolutely love to help out, I'm completely at capacity with other projects for the next [timeline].
If you have any flexibility in your timing, I could help out after [date] - let me know if that would work. If not, I'd love to be kept in mind for future projects. I'll plan to check in with you in a few weeks when things calm down!
All the best,
[Your name]
The "I'm not the right fit" email
When to send: When someone reaches out to you about a project that you don't want to take on or aren't quite the right fit for.
Pro tip: While it can be hard to turn down work (especially when you're first starting out!), remember that saying "yes" to a project you're not excited about may mean needing to say "no" to one you ARE excited about down the line. So it's worth it to be thoughtful about the clients you're taking on. On the fence? Take this Client Screening Quiz from digital strategist Erin Flynn.
Subject: Thanks for thinking of me
Dear [Name],
Thanks for reaching out to me. While your project sounds very interesting, it's not the type of work I'm taking on at the moment - I think you'd benefit more working with someone who [why other freelancers might be a better fit than you].
Here are a few other folks in my network who might be a better match:
- [Recommendation 1]
- [Recommendation 2]
Please let me know if I can make any introductions, and best of luck on the project!
Warmly,
[Your name]
The invoice email
When to send: At the end of a project or at the end of a month, if you're billing on a recurring basis.
Pro tip: Streamline your invoices by sending them on the same day - I like to tackle them on the last business day of the month - and by using a tool that makes it easy to create, keep track of, and duplicate invoices (I use FreshBooks). While this could be a throwaway email, I like to use it as an opportunity to thank clients for the opportunity to work together.
Subject: Invoice: [Your name] - [Month]
Hi [Name],
Attached please find my invoice for our work together in [month] / on [project].
As always, thanks for the opportunity to work together. It's been fantastic collaborating with you, and I'm excited to see what we can do next month and beyond!
Best,
[Your name]
The "haven't received your payment" email
When to send: When the deadline you put on your invoice has come and gone.
Pro tip: The first time someone misses a payment, it's worth giving them the benefit of the doubt - after all, things do sometimes fall through the cracks. But if a client repeatedly has trouble sticking to your agreed-upon timeline, consider whether it might be time to find some more responsible companies to do business with.
Subject: Invoice payment due [date]
Hi [Name],
Hope you're having a great week. I just wanted to check in as I haven't yet received payment for my latest invoice, which was due on [date]. (I've attached it here again for your reference.)
Please let me know when you've sent the payment so I can look out for it.
Thanks,
[Your name]
The "I'm sorry you're not happy" email
When to send: When a client responds to something you've submitted by saying they're not happy with the end result.
Pro tip: This is one of those situations in which it's best to step outside your inbox and take the conversation offline. First, though, be honest with yourself: Did you miss the mark? Or was this a case of unrealistic client expectations? Go into the conversation with a few ideas about how to proceed accordingly.
Subject: Talk this week?
Hi [Name],
I really appreciate you sending over this feedback. I'd love to understand a bit more about your specific concerns and walk through a few options for how to proceed. Are you available for a quick phone call tomorrow?
I look forward to speaking.
[Your name]
The "let's work together again" email
When to send: When you could use some new work, it's always worth connecting with people who've hired you in the past.
Pro tip: Keep a running list of all of your clients, past and present, so it's easy to keep track of those you should reach out to in the future.
Subject: Thinking of you - hope all is well!
Hi [Name],
I hope all is well! I was thinking about you, as I just saw [something that made you think of the client; for example, a recent news feature or social media post].
Also, I thought I'd check in and see if you have any upcoming needs. I loved working with you on [project name], and I'd love the opportunity to collaborate in the future. Let me know if I can be of service!
Cheers,
[Your name]
Adrian Granzella Larssen is the founder of Sweet Spot Content, which helps early-stage companies and entrepreneurs create authentic, engaging content. Previously, she was the first employee and editor-in-chief of TheMuse.com, a content-first career destination. She's also the author of Your Year Off, a digital guide to traveling the world inspired by her experience traveling to 30 countries in 12 months. (Say hi and follow her travels on Instagram.)