Counter offer email: 12 templates & examples

You have decided to counter the offer.

Now you need to write the email.

A good counter offer email does not need to be long. It needs to make four things clear:

• You are interested in the role.
• You want a specific part of the offer changed.
• You have a reasonable basis for the request.
• You are giving the employer a clear next step.

If you are still deciding whether to counter or what to ask for, start with SalaryGuide’s How to Counter a Job Offer.

If you need the broader salary-negotiation framework first, use How to Negotiate Your Marketing Salary.

Choose the right counter offer email

What should a counter offer email contain?

Most good counter emails can be kept to four parts.

1. Acknowledge the offer

Thank them and make it clear that you remain interested.

2. State what you want to discuss

Do not make the reader search for the actual counter.

3. Give the relevant reason

Use the strongest relevant evidence: market data, role scope, measurable results, another genuine offer or a specific mismatch in the package.

4. Ask for the next step

That may be a direct yes/no question or an invitation to discuss the package.

For most candidates, concise is better than comprehensive.

You do not need to reproduce your entire salary research inside the email.

If you need to strengthen your market evidence first, use SalaryGuide’s Salary Benchmarking guide or review current marketing salary data.

Template 1: Standard salary counter offer email

Use when: the offer is broadly reasonable, but you want a higher base salary.

Subject: Offer for [Role] - compensation

Hi [Name],

Thank you again for the offer. I’m excited about the opportunity to join [Company] as [Role].

After reviewing the package, I’d like to discuss the base salary. Based on the scope of the role and my experience, I’m targeting [Target salary].

Is there flexibility to move the base closer to that level?

I’m very interested in the role and happy to discuss it further.

Best,
[Your Name]

Customize this template

Keep the reasoning short.

If there is one particularly important reason behind your ask - such as team responsibility, budget ownership or specialist experience - add one sentence explaining it.

Template 2: Counter offer email using market evidence

Use when: current salary benchmarks are the clearest support for your counter.

Subject: Offer follow-up - salary

Hi [Name],

Thank you again for the offer. I’m very interested in the role and the team.

I’ve reviewed the compensation against current market data for comparable [Role/level] positions with similar scope, and the range I’m seeing is closer to [Market range or target].

With that in mind, would you be able to adjust the base salary to [Target salary]?

I’m happy to discuss the benchmark and the package if helpful.

Best,
[Your Name]

Customize this template

Use market evidence that actually matches:

• role;
• seniority;
• geography;
• responsibilities;
• company context where relevant.

Avoid quoting a generic salary average if the role you are discussing is materially different.

Template 3: Counter offer email based on experience and results

Use when: your strongest case is the relevant commercial impact you have already delivered.

Subject: Offer follow-up - compensation

Hi [Name],

Thank you for the offer. I’m excited about the opportunity and the scope we discussed.

Given my experience [brief relevant responsibility] and my track record of [specific result], I’d like to discuss a base salary of [Target salary].

I believe that better reflects the experience and outcomes I would be bringing into the role.

Is there flexibility to move the offer closer to that figure?

Best,
[Your Name]

Marketing examples

Relevant evidence might include:

• improving ROAS or reducing CAC;
• generating qualified pipeline;
• increasing conversion;
• improving retention;
• leading successful launches;
• managing significant budgets;
• building teams or systems;
• improving attribution or reporting efficiency.

Use a result you can defend.

Do not inflate your personal contribution to work delivered by several teams.

Template 4: Total compensation counter offer email

Use when: base salary is only one part of the gap.

Subject: Offer package - follow-up

Hi [Name],

Thank you again for the offer. I’m excited about the opportunity and would like to see if we can get the overall package closer to what I had in mind.

I’m targeting total compensation of approximately [Target total compensation].

One structure that could work for me would be:

• Base: [Target base]
• Bonus/variable compensation: [Target or requested change]
• [Relevant additional component]

I’m flexible on the structure if there is another way to reach a similar overall package.

Would you be open to discussing the options?

Best,
[Your Name]

If you are unsure how to compare salary, bonus, equity and other terms, review How to Calculate Total Compensation before sending the email.

Template 5: Base salary is fixed - counter on another term

Use when: the employer has told you that base salary cannot move.

Subject: Offer package - alternative option

Hi [Name],

Thank you for clarifying the position on base salary.

I’m still very interested in the role. If the base is fixed at [Offered salary], could we explore [sign-on bonus / bonus structure / equity / additional PTO / another important term] instead?

A [specific request] would make the overall package work much better for me.

Is there flexibility there?

Best,
[Your Name]

Customize this template

Choose the alternative that genuinely matters.

Do not send the employer a long list of every negotiable benefit you can think of.

One clear alternative is usually easier to evaluate than six unrelated requests.

Template 6: Title or level counter offer email

Use when: the responsibilities appear more senior than the title or level in the offer.

Subject: Offer follow-up - role level

Hi [Name],

Thank you again for the offer. I’m excited about the role and the responsibilities we discussed.

Before I accept, I’d like to revisit the level of the position.

Based on the scope - particularly [senior responsibility 1] and [senior responsibility 2] - the role appears closer to [Proposed level/title] than [Current level/title].

Could we review whether the title and compensation should be aligned to that level?

I’m happy to discuss the responsibilities in more detail.

Best,
[Your Name]

Customize this template

Focus on responsibilities, not status.

If the counter follows an internal promotion, use the same structure but compare the new responsibilities with the level and compensation attached to the promotion. Keep the discussion centered on scope, market alignment and what the promoted role is expected to own.

“Senior sounds better” is not a strong argument.

Owning strategy, managing people, carrying budget responsibility or making decisions expected at a higher level can be.

Template 7: Counter offer email with a competing offer

Use when: you genuinely have another offer and would prefer this employer if the package improved.

Subject: Offer follow-up

Hi [Name],

Thank you again for the offer. I’m very interested in joining [Company], and the role remains my preferred opportunity.

I want to be transparent that I also have another offer at [Competing salary / compensation], with a decision required by [Date].

If there is flexibility to bring your package closer to [Target], that would make the decision much easier for me.

Would you be able to review the offer?

Best,
[Your Name]

Customize this template

Only use a competing offer if it is real.

You do not need to turn the email into a bidding war. The other offer is relevant context, not a threat.

Template 8: Remote or hybrid flexibility counter offer email

Use when: compensation is acceptable, but the working arrangement needs to change.

Subject: Offer follow-up - working arrangement

Hi [Name],

Thank you again for the offer. I’m excited about the role and would be happy to move forward if we can clarify one part of the working arrangement.

Would the team consider [specific remote/hybrid arrangement]?

I can remain fully available for [important meetings/team requirements], and this setup would work well for me long term.

Is that something we could include in the final offer?

Best,
[Your Name]

Customize this template

Make the request concrete.

“More flexibility” is vague.

“Two remote days per week” or “remote with monthly travel to the office” gives the employer something specific to evaluate.

Template 9: Relocation counter offer email

Use when: accepting the role requires a meaningful geographic move.

Subject: Offer follow-up - relocation support

Hi [Name],

Thank you again for the offer. I’m very excited about the opportunity and prepared to relocate for the role.

Before I accept, I’d like to discuss support for the move.

The main costs I need to account for are [moving costs / temporary accommodation / travel / other relevant expense].

Would the company be able to provide [specific relocation payment or support] as part of the package?

I’m happy to discuss the most practical structure.

Best,
[Your Name]

Customize this template

Be specific about the actual relocation requirement.

Avoid presenting every possible moving expense if only one or two items materially affect your decision.

Template 10: Earlier review or development commitment

Use when: the employer cannot meet your compensation target now, but a documented early review or development commitment could make the role work.

Subject: Offer follow-up - review timing

Hi [Name],

Thank you again for discussing the package with me.

If compensation cannot move further at this stage, would the team be open to a formal compensation review on [Date / after agreed period]?

I’d like the review to be tied to clear outcomes such as:

• [Outcome 1]
• [Outcome 2]
• [Outcome 3]

If that can be documented as part of the offer, I’d be comfortable considering the package on that basis.

Would that be possible?

Best,
[Your Name]

Customize this template

The value is in the specificity.

A vague promise to “review things later” is less useful than a clear review date and agreed performance criteria.

If your request is primarily about training, certification or another development commitment, adapt the same structure around the specific support you want.

Template 11: Follow-up after partial movement or a live negotiation

Use when: you have already discussed the counter and the employer has moved, but one point remains unresolved.

Subject: Re: Offer for [Role]

Hi [Name],

Thank you for speaking with me and for revising the offer to [Revised term].

I appreciate the movement.

The one remaining point I’d like to resolve is [Specific term].

If we can agree on [Your requested outcome], I’d be comfortable moving forward.

Please let me know if that is possible.

Best,
[Your Name]

Why this template is useful

A second email should not restart the entire negotiation.

Acknowledge what changed, identify the remaining issue and make it easy for the employer to respond.

For broader guidance on handling partial movement and final offers, use How to Counter a Job Offer.

Template 12: Decline when the final package does not work

Use when: the negotiation has reached its end and the final terms remain below what you are prepared to accept.

Subject: Re: Offer for [Role]

Hi [Name],

Thank you again for the offer and for the time you and the team have spent with me throughout the process.

After considering the final package, I’ve decided not to move forward with the role.

I really appreciate the opportunity and enjoyed meeting the team. I hope we can stay in touch.

Best,
[Your Name]

Customize this template

You do not need to provide a detailed explanation.

If compensation is the reason and you want to say so, one sentence is enough:

“Unfortunately, we weren’t able to get the compensation aligned with what I need for this move.”

Keep the relationship professional.

What subject line should you use?

Keep it simple.

Good options include:

• Offer for [Role] - compensation
• Offer follow-up
• [Role] offer - follow-up
• Offer package - question
• Re: Offer for [Role]

You do not need a dramatic subject line such as:

SALARY COUNTER OFFER REQUEST

The recruiter or hiring manager already knows what the conversation is about.

How long should a counter offer email be?

Long enough to explain:

• what you want;
• why the request is reasonable;
• what you want them to do next.

For many situations, that means roughly three to five short paragraphs.

If your email becomes a long essay containing your entire career history, salary research and every possible alternative request, edit it down.

Your supporting evidence matters.

Your ability to prioritize it matters too.

When should you use email instead of a call?

Email is particularly useful when:

• you want your counter clearly documented;
• the request is straightforward;
• you want time to choose your wording carefully;
• the recruiter has already been communicating in writing.

A live conversation can be useful when:

• several terms need to be discussed together;
• the employer needs to explain a compensation constraint;
• you are trying to resolve a partial counter;
• the conversation has become inefficient over email.

You can also use both.

Send the counter clearly in writing, then discuss it live if necessary.

For broader phone and recruiter wording, use SalaryGuide’s Salary Negotiation Script.

What not to put in a counter offer email

A long explanation of your personal expenses

Your financial circumstances may affect your private decision, but they are rarely the strongest evidence for the value of the role.

An unsupported market number

If you say the market pays [X], make sure you have credible, relevant evidence behind it.

An arbitrary percentage increase

Do not ask for 15% more simply because a blog told you that 15% is normal.

Work from the role, market, scope and package.

A threat

Avoid:

“Meet this number or I’ll walk.”

A clear boundary can still be communicated professionally.

Fake leverage

Do not invent another offer.

Every possible negotiable term

Prioritize.

A counteroffer becomes difficult to evaluate when it asks for salary, bonus, title, PTO, remote work, equity, review timing and five other items at once.

What if the offer is genuinely a lowball?

If the offer is materially below market, below the employer’s own published range or appears to reflect the wrong role level, the problem may be bigger than choosing the right email wording.

Use How to Negotiate Salary After a Lowball Offer first.

That guide focuses on diagnosing the gap and deciding how aggressively - or whether - to pursue it.

Then return to the appropriate email template once you know what you are asking for.

Before you send: counter offer email checklist

Check the email once against this list.

The offer

• Have I read the complete offer?
• Do I know exactly what I want changed?
• Have I checked the relevant market evidence where needed?

The email

• Does it make clear that I’m interested?
• Is my request specific?
• Is the reasoning relevant?
• Have I removed unnecessary backstory?
• Is there a clear question or next step?

The evidence

• Is every salary or market claim defensible?
• Have I used relevant evidence rather than a generic average?
• If I mention a competing offer, is it genuine?
• If I mention performance, can I support the claim?

The decision

• Do I know what I will do if they say yes?
• Do I know what I will do if they partially move?
• Do I know what I will do if they say no?

Once the employer agrees to revised terms, ask for the updated offer in writing and check it carefully before accepting.

SalaryGuide’s guide to accepting a job offer covers that final step.