The difference between a 20% quote conversion rate and a 60% conversion rate often comes down to how you communicate. Fast, professional, and personalized email responses build trust and move deals forward. Slow, generic, or unclear emails kill momentum and lose sales.
This guide provides 7 copy-paste email templates for every stage of the B2B quote process, from initial acknowledgment to win-back. Use these templates as a starting point and customize them to match your brand voice.
Why Email Templates Matter
B2B sales teams waste hours every week writing the same emails over and over:
- "Thanks for your quote request, here's our pricing…"
- "Just following up on the quote I sent last week…"
- "We can offer a discount if you increase your order volume…"
Email templates solve two problems:
- Consistency — every customer gets the same quality of response, regardless of who handles their quote
- Speed — respond in minutes instead of hours by using pre-written templates
Speed matters in B2B sales. A Harvard Business Review study found that responding to leads within 1 hour increases conversion rates by 7x compared to waiting 24 hours. Templates help you respond faster without sacrificing quality.
Template 1: Initial Acknowledgment (Within 1 Hour)
Use this template immediately after receiving a quote request. The goal is to confirm receipt and set expectations for when they'll receive a detailed quote.
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Subject: Quote request received — we'll get back to you within [timeframe]
Hi [Customer Name],
Thanks for your quote request for [Product Name]. We received your inquiry and are reviewing the details now.
You can expect a detailed pricing proposal from us within [timeframe, e.g., "2 business hours" or "end of day"]. In the meantime, here's what happens next:
- We'll review your requested quantity and specifications
- We'll prepare a custom quote with pricing, lead times, and payment terms
- We'll send you a PDF quote via email
If you have any questions or need to modify your request, just reply to this email.
Best regards,
[Your Name]
[Your Title]
[Your Company]
[Phone Number]
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Why this works: It reassures the customer that their request didn't get lost and sets a clear timeline. Even if you don't have pricing ready yet, sending this email within 1 hour keeps the conversation warm.
AddToQuote tip: Use Shopify Flow triggers to send acknowledgment emails automatically when a quote is submitted (requires Advanced plan).
Template 2: Detailed Pricing Proposal (With PDF Quote)
Use this template when sending the actual quote with pricing. Attach a professional PDF and include a summary in the email body.
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Subject: Quote #[Quote Number] for [Product Name]
Hi [Customer Name],
Thanks for requesting a quote for [Product Name]. We've prepared a custom pricing proposal based on your needs.
Quote Summary:
- Product: [Product Name]
- Quantity: [Quantity]
- Unit Price: [Price per unit]
- Total Price: [Total price]
- Lead Time: [e.g., "7-10 business days"]
- Payment Terms: [e.g., "Net 30" or "50% deposit, 50% on delivery"]
I've attached a detailed PDF quote with full specifications and terms. This quote is valid for [number of days, e.g., "30 days"] from the date of this email.
Next Steps:
- Review the attached quote
- Reply to this email with any questions
- Let me know if you'd like to proceed — I can create an invoice immediately
Looking forward to working with you!
Best regards,
[Your Name]
[Your Title]
[Your Company]
[Phone Number]
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Why this works: The email body provides a quick summary, but the PDF attachment is the official quote document. Including clear next steps reduces friction.
AddToQuote tip: Generate PDF quotes directly from the quote detail page and attach them automatically to emails using the "Send Invoice" button.
Template 3: Follow-Up #1 (No Response After 3 Days)
Use this template 3 days after sending the initial quote if the customer hasn't responded.
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Subject: Following up on Quote #[Quote Number]
Hi [Customer Name],
I wanted to follow up on the quote I sent you on [date] for [Product Name].
I know you're busy, so I wanted to check in and see if you had a chance to review the pricing. Do you have any questions or need any clarifications?
If the timing isn't right, no problem — just let me know and I can follow up at a better time.
Best regards,
[Your Name]
[Your Title]
[Your Company]
[Phone Number]
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Why this works: It's polite, non-pushy, and gives the customer an easy out if they're not ready to proceed. Many customers simply forget to respond, so a gentle reminder can recover 20-30% of quotes.
Template 4: Follow-Up #2 (No Response After 7 Days)
Use this template 7 days after the initial quote if the customer still hasn't responded.
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Subject: Can I help with anything on Quote #[Quote Number]?
Hi [Customer Name],
I haven't heard back from you on the quote I sent for [Product Name], so I wanted to reach out one more time.
If the pricing isn't quite right, I'm happy to discuss options like:
- Volume discounts for larger orders
- Flexible payment terms
- Alternative products that fit your budget
If you've decided to go in a different direction, no worries — I'd love to hear your feedback so we can improve for next time.
Just reply to this email or give me a call at [Phone Number] if you'd like to discuss.
Best regards,
[Your Name]
[Your Title]
[Your Company]
[Phone Number]
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Why this works: It acknowledges that the customer may have objections (price, timing, fit) and offers to problem-solve. Offering alternatives (volume discounts, payment terms) can re-engage customers who thought the deal was off the table.
Template 5: Quote Approved — Invoice Sent
Use this template when the customer accepts the quote and you're sending an invoice.
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Subject: Invoice for Quote #[Quote Number]
Hi [Customer Name],
Great news — I've created your invoice for [Product Name]!
Invoice Details:
- Invoice Number: [Invoice Number]
- Total Amount: [Total price]
- Payment Terms: [e.g., "Net 30" or "Due upon receipt"]
- Payment Methods: [e.g., "Credit card, bank transfer, or check"]
I've attached the invoice to this email. Once payment is received, we'll begin production with an estimated delivery date of [date].
If you have any questions, just reply to this email or call me at [Phone Number].
Thanks for your business!
Best regards,
[Your Name]
[Your Title]
[Your Company]
[Phone Number]
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Why this works: It confirms the next steps clearly and reinforces the delivery timeline. Customers appreciate knowing exactly what happens after they pay.
AddToQuote tip: Use the "Create Invoice" button in the quote detail page to generate a Shopify draft order and send the invoice link automatically.
Template 6: Quote Expiring Reminder
Use this template 5-7 days before a quote expires to create urgency.
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Subject: Your quote for [Product Name] expires in [X days]
Hi [Customer Name],
I wanted to give you a heads-up that your quote for [Product Name] (Quote #[Quote Number]) expires on [expiration date].
If you're still interested, just reply to this email and I can extend the quote or help you place your order.
If the timing isn't right, no problem — I'm happy to send a fresh quote whenever you're ready.
Best regards,
[Your Name]
[Your Title]
[Your Company]
[Phone Number]
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Why this works: Expiration dates create urgency without being pushy. This template gives the customer an easy way to extend the quote if they need more time.
Template 7: Win-Back (Lost Quotes)
Use this template 30-60 days after a quote is marked "Lost" to re-engage the customer.
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Subject: Any updates on your [Product Name] project?
Hi [Customer Name],
I wanted to reach out and see how your [Product Name] project is going. I know we sent you a quote a few weeks ago, and I'm curious if anything has changed.
If you're still looking for [Product Name], I'd love to help. We may have new options available, or I can revisit pricing if your needs have shifted.
If now isn't the right time, no worries — feel free to reach out whenever you're ready.
Best regards,
[Your Name]
[Your Title]
[Your Company]
[Phone Number]
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Why this works: It keeps the door open for future business without being aggressive. Many B2B projects have long timelines, and customers may return months later when they're ready to buy.
Tips for Personalizing Email Templates
While templates save time, personalization improves conversion rates. Here's how to customize these templates:
- Use the customer's name — "Hi Sarah" beats "Hi there"
- Reference specific products or quantities — "your quote for 500 units of custom packaging" is more personal than "your quote"
- Match your brand voice — if your brand is casual, adjust the tone ("Hey Sarah" vs "Dear Ms. Johnson")
- Add context from previous conversations — "As we discussed on the call yesterday…"
- Use email signatures with headshots — builds trust and makes emails feel less automated
Setting Up Email Notifications in AddToQuote
AddToQuote sends email notifications at key stages of the quote process. Configure your preferred email provider and customize templates:
- Navigate to Settings → Email Provider in AddToQuote
- Configure your email service (Gmail OAuth, Outlook OAuth, AWS SES, SendGrid, Resend, or Mailgun)
- Customize email templates in Settings → Notifications
For automated workflows, use Shopify Flow (available on Advanced and Enterprise plans) to trigger actions like sending emails, updating stages, or assigning team members when quote events occur.
Frequently Asked Questions
How quickly should I respond to quote requests?
Respond within 1-2 hours for best conversion rates. Studies show that responding within the first hour increases conversion by 60% compared to waiting 24 hours. Use automated email notifications to ensure you never miss a quote request.
What should I include in a quote email?
A quote email should include: personalized greeting, summary of what was requested, detailed pricing breakdown, clear next steps, contact info for questions, and a professional PDF attachment with your branding. Avoid walls of text — use bullet points and clear formatting.
How many follow-ups should I send?
Send 2-3 follow-ups over 7-14 days. First follow-up after 3 days (check in), second after 7 days (offer to answer questions), third after 14 days (final reminder or win-back). Space them out to avoid being pushy.
Should I attach PDFs or link to them?
Attach PDF quotes directly to emails. Most B2B buyers expect a downloadable quote they can forward to decision-makers. Links work for online quote pages, but PDFs feel more official and are easier to share internally.
How do I handle price negotiations by email?
Acknowledge the request professionally, ask clarifying questions (budget constraints, volume flexibility), and propose alternatives (volume discounts, payment terms, bundled pricing). Avoid saying "no" outright — frame it as "here's what we can do within your budget."
Bottom Line
Fast, professional email communication is the difference between winning and losing B2B quotes. These 7 templates cover every stage of the quote process, from initial acknowledgment to win-back. Use them as-is or customize them to match your brand voice.
To save even more time, set up auto-notifications in AddToQuote so customers receive instant acknowledgments and follow-ups without manual work. Install AddToQuote from the Shopify App Store to start automating your quote emails today, or book a free demo to see the app in action. For more B2B sales tips, read our B2B Quote Management Guide.
AddToQuote Team
B2B Commerce Experts
Helping B2B merchants streamline their quote management and close more deals.
