Average Quote Request Email Benchmarks
Quote request emails facilitate the exchange of pricing and proposal information between businesses and potential customers. These sales enablement emails cover the initial quote request, proposal delivery, and follow-up communications throughout the sales cycle. Because recipients have expressed explicit interest in the product or service, engagement metrics are strong, and the emails directly influence revenue outcomes.
Average open rates range from 35% to 55%, with click-through rates between 8% and 22%. Quote-to-close rates — the percentage of quotes delivered that convert to paid customers — range from 20% to 40% depending on the industry, pricing competitiveness, and follow-up effectiveness. These emails represent one of the highest-value touchpoints in the B2B and service-based business sales cycle.
Key Findings
- Quote request emails achieve open rates of 35-55%, driven by the prospect's active interest in pricing.
- CTR of 8-22% primarily from proposal document views and pricing page clicks.
- Quote-to-close rates of 20-40% reflect the qualified nature of quote request recipients.
- Proposal delivery within 24 hours of request increases close rates by 30-50%.
- Automated follow-up sequences for unopened quotes recover 15-30% of otherwise lost opportunities.
Open Rate Benchmarks
Open rates for quote request and proposal delivery emails range from 35% to 55%, with the initial proposal delivery achieving the highest open rate. Subject lines that include the prospect's company name and "Quote enclosed" or "Proposal for [project name]" achieve 20-30% higher open rates than generic subject lines. Follow-up reminder emails sent 3-5 days after proposal delivery see open rates of 30-45%, with a secondary spike when a deadline or expiration date is approaching.
Click-Through Rate Benchmarks
Click-through rates range from 8% to 22%, with proposal document views and pricing page clicks accounting for the majority of engagement. Emails that include a direct link to an interactive digital proposal rather than a static PDF attachment achieve 25-40% higher CTR. The digital format allows prospects to review pricing tiers, select options, and even approve quotes directly from the proposal interface. Follow-up emails with case studies or social proof related to the quoted service see improved CTR from prospects still in evaluation.
Best Practices
- Deliver the quote or proposal within 24 hours of the initial request to capture momentum.
- Use an interactive digital proposal format that allows prospects to review, select, and approve online.
- Personalise the proposal with the prospect's name, company, and specific requirements discussed.
- Include pricing options or tiers to give prospects flexibility and control in their decision.
- Set a clear proposal expiration date to create urgency and encourage timely decisions.
- Automate follow-up reminders at 3, 7, and 14 days for proposals that remain unopened or pending.
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Frequently Asked Questions
Quotes and proposals should be delivered within 24 hours of the initial request. Faster delivery correlates strongly with higher close rates, with same-day delivery achieving the best results. Delays beyond 48 hours significantly reduce conversion probability as prospect interest wanes.
Quote-to-close rates of 20-40% are typical across most industries, with service-based businesses at the higher end and commodity products at the lower end. Top-performing sales organisations achieve close rates above 50%. The rate depends on pricing competitiveness, sales qualification quality, and follow-up effectiveness.
Yes. Offering 2-3 pricing tiers or options increases close rates by 15-25% by giving prospects a sense of control and choice. The Goldilocks principle suggests the middle option typically becomes the most popular choice. Options allow prospects to self-select based on their budget and needs.
A three-email sequence is effective: a gentle reminder at 3 days, a value-focused follow-up at 7 days highlighting key benefits and social proof, and a final notice at 14 days referencing the proposal expiration. Each email should provide value rather than simply asking if the prospect received the quote.
B2B quote emails require more detailed information including pricing breakdowns, terms and conditions, implementation timelines, and ROI projections. B2C quotes are typically simpler with a single price and clear call to action. B2B proposals benefit from case studies and social proof, while B2C quotes focus on value and convenience.