By market guidance, a noticeable share of roles in digital and affiliate marketing are posted without a stated salary range — on WEB-HH the career cluster lists around 1,897 active vacancies, and 47% of them are remote. That means terms are often discussed after the interview, and knowing how to write a counter offer becomes part of the hiring conversation.
This guide covers the practical side: how to structure a counter offer, which wording works, how to decline an offer without burning bridges, and the mistakes that most often derail salary negotiations in 2026.
What a counter offer is and when to write one
A counter offer is your alternative version of the hiring terms. You receive an offer with fixed parameters — base pay, grade, format, bonuses — and return a letter or document with amended points. A counter offer makes sense when the offer broadly fits but specific conditions sit below your expectations or the market range for your grade and vertical.
When a counter offer is justified
A counter offer works in three cases: you have a competing offer, you know the market range for your role, or you need to change format rather than money — for example switching to full remote. In digital roles, where a range is often not stated (as in some listings from the affiliate and media buying jobs section), a counter offer is a way to clarify the company's budget, not just to negotiate up.
When to decline instead
If the offer differs from your expectations fundamentally — say the role requires office work and remote is non-negotiable for you — a counter offer only delays the process. In that case a clean decline saves time for both sides.
What to include in a counter offer: structure
A working counter offer has five blocks: thanks for the offer, confirmation of interest, the specific change requested, the rationale, and a deadline for the reply. The shorter and more concrete the wording, the higher the chance the recruiter or hiring manager aligns the change quickly.
Five essential elements
- Thanks. One sentence for the offer and the time spent interviewing.
- Interest. State plainly that the role is interesting and you want to move forward.
- Specifics. Not "I'd like more", but "I propose discussing the base at level X" or "please consider a fully remote arrangement".
- Rationale. One or two facts: your experience, market ranges for the role, a competing offer.
- Deadline. Say by what date you expect a reply — it keeps the process moving without sounding like pressure.
Counter offer scripts: wording examples
A salary counter offer example: "Thank you for the offer — the role is genuinely interesting to me. Given my experience in media buying and current market ranges for this grade, I would like to discuss the base at the upper end of the range. Happy to talk details within three business days." The blocks stay the same: thanks, interest, request, context, deadline.
Example for work format
If the issue is format rather than money: "Thank you for the proposal. The role matches my goals, but a fully remote arrangement is essential for me. Could you confirm whether that is possible — in that case I am ready to accept." In digital, where a large share of roles are remote, this request rarely comes as a surprise.
Example for grade and responsibilities
Sometimes it pays to ask for a grade rather than money: "I propose revisiting the offer at senior level, with ownership of campaign optimisation and mentoring juniors. That matches the tasks we discussed at the interview." This kind of counter offer shows you are ready to give more, not only take.
How to decline an offer: three channels
Declining an offer is a short message without excuses or excess detail. The channel depends on how you communicated with the team: email, messenger, or a short call. The structure is the same either way: thanks, decision, a brief reason (no obligation to reveal where you are going), best wishes.
Decline letter: template
"Thank you for the offer and for the time the team spent interviewing me. After careful consideration I have decided not to accept — I am moving forward with another option that better fits my current goals. I appreciate your openness throughout the process and wish the team success in the search." You can send this without naming the alternative.
Declining by phone or messenger
If the conversation was warm, a call is appropriate: it takes a couple of minutes and leaves a better impression. In a messenger, the decline reads the same as the letter, just shorter. The key is to state the decision clearly, without "I'll think about it" phrasing that leaves the recruiter in limbo.
Common mistakes in counter offers and declines
The most common mistake is bluffing about a competing offer you do not have. In the digital hiring market, word travels. The second is writing a long emotional message — it lowers the chance your terms get approved. The third is going silent after a decline, leaving the recruiter guessing.
What to avoid in a counter offer
- Ultimatums and deadline pressure without justification.
- Vague lines like "I'm worth more" without tying to grade or market ranges.
- Several demands at once — salary, format and bonuses in one letter reduce your control over the negotiation.
- Naming colleagues for comparison — it reads as crossing boundaries.
What to avoid when declining
Do not criticise the company, do not share personal reasons, and do not over-apologise — declining is a normal part of the market. If the recruiter asks for feedback, give it in neutral terms: it keeps the contact alive for future roles. It also helps to ask them to keep you in mind — some companies come back months later with a new offer.
How to state a number in a counter offer
Anchor the number to the market range for your grade and vertical, not to your personal expenses. If the listing does not state a range, use an open salary overview — for instance, the salary overview by role section collects indicative ranges for digital specialists at different levels.
What if the range is not disclosed
Ask directly: "What range is budgeted for this role, and is there room to revisit it?" The answer usually shows how flexible the company is. If the budget is closed, you do not have to decline immediately: discuss bonuses, a six-month review or learning budget. Non-financial terms sometimes deliver more than a base increase.
Grade comparison: how counter offers differ
The logic of a counter offer depends on level: juniors have a harder case, seniors an easier one. Below is a qualitative comparison by tasks and negotiating position. For exact ranges per grade, refer to the overviews above and adjust for vertical and work format.
| Grade | Tasks | Negotiating position |
|---|---|---|
| Junior | Execution under supervision, learning | A counter offer is rarely appropriate: discuss training and a review in six months instead |
| Middle | Independent work on a project, ownership of results | A counter offer can be justified with market ranges and experience |
| Senior | Strategy, mentoring, impact on team results | A counter offer on grade and scope is standard practice |
In digital and affiliate the vertical matters: ranges in some niches differ noticeably from the broader market. Before writing a counter offer, study how roles in your specialisation are structured — for example via media buyer jobs.
Hiring negotiations in 2026: what changed
Remote work has become the norm for a large share of digital roles: on WEB-HH 47% of active listings in the career cluster are remote. That shapes counter offers — where money used to dominate, format, time zone and flexible hours now come up more often. It helps to define in advance what is critical for you and where you can concede.
How to prepare for the conversation
Collect facts: the range for your grade, your results in the previous role, any alternative options. Write your counter offer talking points on a single screen and keep it in front of you during the call. For written discussions, use a template — it lowers the risk of emotional wording. More material on the topic is in the career guides section and on the WEB-HH blog.
Checklist before sending a counter offer or decline
Before sending, check: the message is under 200 words, it opens with thanks, it contains one concrete condition or decision, it states a deadline, and it carries no emotion or blame. If it is a decline, make sure the wording is unambiguous.
Quick check
- The decision is stated plainly, without "maybe".
- There is one key point, not a list of grievances.
- A reply deadline is given (for a counter offer).
- The tone is respectful, without excuses.
- The contact is preserved for future interactions.
Frequently asked questions
Does a counter offer have to be in writing?
No, but written form reduces the risk of misunderstanding. On a call, repeat the key terms in a follow-up message so both sides share the same wording. A verbal counter offer suits quick format clarifications, while a written one works best when money or grade is involved.
What if the company rejects my counter offer?
Ask what else they can discuss beyond base pay: bonuses, a review in six months, learning budget, format. If nothing fits, decline politely. Declining after a counter offer is normal practice and does not close the door for future contact with the company.
How to decline when they push for an answer right now?
Take a pause: "I need to think it through; I will come back with an answer within two business days." This is a standard request and does not read as weakness. Deadline pressure without a reason is a signal about company culture, and it is worth weighing in your decision.
Can I make a counter offer without another offer in hand?
Yes, if you anchor it to market ranges for your grade and vertical. Do not bluff about a competing offer you do not have: in the compact digital market such details surface. The argument "the market for this role is X" sounds honest and works just as well.
What to write in a decline if I do not want to reveal the new employer?
A neutral line is enough: "I have accepted another offer that better matches my current goals." You do not have to name the company, vertical or terms. What matters is thanking them for their time and wishing them success in the search.
Does declining affect your reputation in the digital community?
No, if the decline is handled correctly and on time. A clear decision and a polite close are valued more than silence. Recruiters often come back to candidates who behaved professionally before, especially on a market where some vacancies are reposted.