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Price increase letter: creation rules & examples

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Have you feared informing your customers about price rises because of the possibility of losing their loyalty? Don't be scared! This is a normal part of business growth, and many customers are ready for the fact that the rates will not stand in one place all the time.

The main thing is to send a price increase notice with the right content, not day-to-day, and to observe some other subtleties. The correct approach to these emails gets a positive response from clients.

So how do you break the news about it in a way that keeps recipients satisfied? Here are some tips and rate increase letters to help you effectively communicate the change.

How to tell customers about the price increases?

To tell customers about price increases correctly, you need take a personalized approach. Address the customer by name, mention a couple of details that will relate specifically to them - the successes associated with your product, the benefits of new features that will be useful to this particular user, etc.

Learn more about the client - in addition to seeing the actual data in the CRM - use features with the in-depth search of persons/company info, view their professional social networks to update data, and communicate with the audience based on their interests now.

Enrich your existing list with new data

Update your customers data with the Enrich tool to take a more personalized approach to your audience, get fresh data about them, and not lose their loyalty.

Start it now

Also, you can include a completely new price list for your service/product, and be sure to include the date when the planned rate rises will occur.

Don't forget the reasoning, the fact that this change has to be reasonable. It's not like a subscription costs $50 a month to use tools/get services, and suddenly its price goes up a million times. Then you risk losing your clients forever, ruining your reputation.

How to tell the client the price by email?

In order to inform the clients about the pricing changes for your services through an email campaign, it's crucial to choose the right tool for sending out emails. Look for a platform where you can easily and quickly segment your audience by interests, location, subscription levels, etc. 

Then, when you will be creating your email campaign with a rate increase letter to clients, set up personalization and follow-up emails. Sequencing is important to ensure clients don't miss this update and aren't surprised by a higher subscription charge, which would definitely not please them.

What should be the perfect letter of a rate increase?

The ideal price rise letter should be short, no more than a few paragraphs. This email should be more extensive and have arguments about why this happened.

Format - no more than a few paragraphs (like in the examples below) will help the recipient quickly understand the letter's key points and take the necessary action.

Robert Brandl, the founder and CEO of  Email Tool Tester:

«The key with any pricing change email is ensuring customers understand the essential details - that a increase is happening and what that exact change entails - without needing to search for or click on additional information.

Since many recipients won't fully open emails, crucial context about the increase like the new rate and effective date should appear unambiguously within the first few sentences at the very top. Avoid dancing around the core topics or forcing readers to click links for basic details.

Get right to clearly stating key facts upfront using a format like:

«Effective April 1st 2024, [product/service] pricing will increase from [current price] to [new price]. As a valued customer, please see below for why this change is occurring. For additional details, visit [link] or contact [info].»

Simple, scannable formatting highlighting the key pieces of information first allows customers getting the gist quickly, even if they don't read further. Core details shouldn’t require hunting!»

How do you write a price increase email?

To write the perfect email for a price increase, your letter may include the following elements:

  • A clear subject line that indicates the email is about a rate rise.
  • A brief introduction expressing appreciation to the customer.
  • A straightforward statement of the price growth and the date.
  • An explanation of the reason for the increase.
  • If needed, add an apology to the email (if you didn't notify customers about the changes in the pricing in advance).

How to tell customers about a price increase: example

Let's look at an example letter based partially on the ideal structure for an email to inform clients of the price increase we’ve mentioned above.

How to apologize for price increase?

To apologize for a price increase in a fee increase letter to clients in the right way, you need to include the reasoning behind the changes (e.g., «We're raising prices to continue providing the quality and service you expect from us»), and offer an open communication to address any concerns they may have.

Polite price increase notice

Subject line for price increase email template: Important update: price changes

Hey, [Customer name],

First, let me express our gratitude for your trust and for choosing [Company Name] as your assistant in [specify the tasks you help your clients solve]. We always strive to provide the highest quality services and meet your expectations.

We would like to share with you an essential update regarding our pricing plans. As of [insert day/month/year], the prices for some of our services will be changed. This decision has not been taken lightly but is a necessary step to continue to provide you with a high-quality service.

We realize that we were unable to notify you of these changes with sufficient time, and we sincerely apologize for that. We value each of our customers and want to ensure that the transition to the new pricing is as convenient and transparent as possible for you.

We offer you [e.g., a discount for the next month of using the services].

Please don’t hesitate to contact us to discuss any details so that we can answer your questions personally. 

[Link to schedule a meeting]


All the best,


How to raise prices without losing customers? Tips & tricks

Follow a few tips to create a price increase letter:

  • Inform in advance
  • In the rate increase letter to clients specify «Why»
  • Extra benefits at the old price
  • Without going overboard apologizing

Increase price notice creation: Tip #1. Inform in advance

This is simply one of the essential rules. Communicate rate increases as soon as you decide and before the new prices take effect. Give your clients the opportunity and time to adjust to the new conditions, reconsider their budget or find an alternative.

Create several types of mailings on the topic. For example, the first email will be about the upcoming changes, the second notice of price increase with new prices, and the rest several - a reminder about it, reminding them a week or a day in advance.

So what might a rate increase reminder look like? 👇

Short sample letter to inform customers of the price increase:

Subject rate increase letter to clients: Subscription prices will change in 7 days

Hi [Customer name],

This is a quick notification to remind you that prices for the tariff plans will change in a week. 

Hurry up and switch to the tariff plan that suits you at the old price.

Button: Update the plan

Questions? Just reply to this email!


Thank you,

[Company name]

Creating notice of price increase: Tip #2. Specify «Why»

Emails like these are sent to clients with clear, concise communication that outlines the reason for the rate rise and how it affects them. 

Also, make sure to reassure clients that service quality will remain high and offer them a discount or some other incentive if they choose to stick with your business. 

Omer Usanmaz, CEO and Co-Founder of Qooper: 

«We recently communicated a price hike to our customers through email, and we wanted to be sure that the message was both transparent and positive. We took time to explain why the increase was necessary, emphasizing the value clients would still get from our product or service even with the higher cost. 

We also offered them the opportunity to respond meaningfully before implementing the rise, such as offering them discounts if they committed to a longer-term contract or purchased in bulk.

Additionally, we highlighted recent customer reviews and explained why we are still a better value than competitors or offered additional services they may not have known about before. We were pleased to see that our clients responded positively and showed loyalty despite the сhanges, proving that thoughtful communication can go a long way.»

Creating price increase emails: Tip #3. Extra benefits at the old price

Use this news as a chance to boost profits by offering customers incentives, such as a deadline to switch to a yearly plan at the previous price, before implementing new prices.

You can create a sense of urgency and drive sales by providing clients with a limited time window to purchase an annual plan at the previous rate before new prices get effective.

Additionally, this approach can help foster client loyalty by offering them a benefit for their continued use of your product/services. 

Creating letters to increase prices: Tip #4. Without going overboard apologizing

Raising prices is a common practice for each company, but apologizing for it diminishes the perceived value of the product in the eyes of customers. (You need to apologize by increasing the rate when you tell them about price changes that day.)

A company can maintain its trust and satisfaction by communicating the reasons and the continued value clients will receive. Just saying «I'm sorry» doesn't help in this case.

How to announce a price increase to clients? (+13 templates)

Look at these templates of price increase letters. They'll show you how to address your clients and not lose their loyalty. You can even use these with your AI writing tools.  Just copy, paste, and edit to suit your company and the reason for the rate rise.

With an expression of gratitude 

Price increase notice template:

Subject of price increase notice: New pricing structure for our  [Products/services]

Dear [Customer Name],

We would like to express our gratitude for being a valued and regular customer of [Company name] over the years. Your satisfaction has always been of great importance to us, and we hope that we have been able to provide you with excellent client service and products.

We wanted to inform you that due to [reason/s], we will be adjusting the price of [Product/service]. Starting [Date], the rate will change from [Amount] to [Amount] per month.

Please note that this change will allow us to continue providing better service to you and our future customers. 

If you have any questions or concerns, please do not hesitate to contact us. Our team will be more than happy to assist you.


Thank you again for your continued support, we truly appreciate it.

[Name and Job Position]

[Company name with link]

Focus on new features & benefits

1. Sample letter of price increase:

Subject of increased price notice: Making changes for a better experience

Dear [Customer Name],

Thank you for choosing our [Product name] and for placing your trust in [Company name]. I am writing to inform you that we will soon make some changes to our pricing strategy.

Due to [Reason], we have had to review our pricing strategy to ensure that [Product name] continues to provide the best value and experience for our customers. We are introducing new features such as  [New features 1/2/3] .

It's all to make the [Product name] even more useful and efficient for our customers.

As a result, we will be increasing the subscription fee by 10%. However, this increase will also come with additional benefits such as [benefit 1], [benefit 2], and [benefit 3].

You have the right to consider if you would like to switch to a new plan, and you have the option to do so. For the next [Time period], you can continue using [Product name] at the standard price. The new plans will be launched on [Date].

Please don’t hesitate to contact us if you have any questions or concerns.



[Name and Job Position]

[Company name with link]


2. Price increase notice sample:

Subject of increased price notice: Price Change Alert & Exciting New Feature Launch!

Hey [Customer name],

Exciting Times Ahead at [Your company name]!

We have some important updates and thrilling news to share with you!

⏰24-Hour Price Change Alert!

Firstly, we want to inform you that our prices will be going up in 24 hours. This is a crucial moment for you to seize the opportunity to lock in [Company/Platform name] at the current rate!

What You Need to Know:

  • 24 Hours Left: Grab your subscription at the existing price before the hike.
  • Loyal Customers Protected: If you're already subscribed, don't worry! Your current plan’s pricing will remain the same.

Button – Subscribe at the current price 


Here is the new pricing that will be live in 24 hours.

🎁 Introducing the [Name of new feature]

We are excited to announce the upcoming release of our [Name of new feature] Feature. This innovative addition is designed to revolutionize your experience with [Name of your product].

Key Benefits:

  • [benefit]
  • [benefit]

[Show img of your new feature]


Warm regards,


Add about customer success

Increase price notice:

Subject of increased price notice: A message about the changes in pricing 

Hi [Customer Name],

We are thrilled to hear that you have [Achieved specific results] with [Name of product/service]. Your success is our success, and we are glad to have played a role in helping you reach your goals.

We will change our pricing and subscription plans to continue providing great results for customers like you. The changes will take effect from [Date] and are being made to reflect the services our clients need most. You can view the updated plans and pricing here: link

As a valued customer, we would like to extend our current rates to you until [Date].

If you have any questions or concerns about the changes, please do not hesitate to contact us. Our support team is available via [Email address] or chat and will be happy to assist you.



[Name and Job Position]

[Company name with link]

Advance notice

Price increase sample letter to customers:

Subject of price increase notice: Price increase: An update on our [Products/services]

Hi [Client name],

We are excited to share our plans for 2023 with you. Next month, we will introduce 5 new integrations and a highly requested feature, [Feature]. To continue offering the best services, we will increase our prices by at least 10%.

On [Which day], we will email you the new pricing and a special offer for your current plan. 

As always, we appreciate your feedback, so please let us know if you have any questions or suggestions.


Thank you for being a valued customer.

[Name and Job Position]

[Company name with link]


Extra special offer

Letter to customers about price increase:

Subject of price increase notice: Changes in pricing plans

Hey [Customer Name],

Hope you are having a productive day/week.

We are making some important changes to our company and product offerings. Starting next month, we will increase our prices by 10% from [Date].

You can see the future prices of our pricing plans in the insert.

As our valued customer, I would like to make you a special offer. If you upgrade to an annual subscription before the end of the month, you can get it at the old price plus a 10% discount. 

Take advantage of this opportunity to save money. 

Button: Upgrade now.

If you have any questions, please contact us via reply or chat. 



[Company name] team

For free users

1. Price increase email template:

Subject of price increase notice: New prices - new opportunities! Don't miss out

Greetings [Client name],

Just so you know, as of [Date], we are introducing new plans that will better reflect the needs of our customers, as well as allow us to continue to improve [Product Name] and introduce new features.

As a free plan user, you will not be affected by these changes, but I thought you might be interested to know that if you purchase any paid plan before [Date], you can keep the current prices forever (as long as you cooperate with us).

Button: Upgrade tariff plan.

If you have any questions –  click the «Reply» button, and I'll do my best to help!


Best regards,

[Company name] team

2. Short sample letter to inform customers of price increase:

Subject for sample email on additional charges: Important: New Pricing Coming Soon to [Company name]! [Action Required] 

Hi [Name],

We wanted to inform you about some important changes to our pricing at [Platform’s name], which will be implemented on [when?].

We highly encourage you to take a moment to explore the new pricing and compare the plans we have available for you.

[IMG with new pricing]

Have you completed your trial and found that you love the tool? 

Don't delay making a decision, as subscribing now will ensure you secure the best deal ever.

We strongly recommend selecting an annual subscription, as it offers significant savings compared to the monthly plan and provides you with all the credits upfront.

Button – Subscribe now.

If you have any questions regarding the pricing change, please don't hesitate to contact me.


Explanation of need

1. Price increase sample letter to customers:

Subject of price increase notice: Upcoming Service Price Increase

Greetings [Name],

We wanted to inform you that as of [Month, Day, Year], we will be adjusting our prices by [Percentage]. 

This change is necessary due to

  • [Reason 1]
  • [Reason 2]
  • [Reason 3]
  • [Reason 4]

At [Company Name], our goal is to provide you with the highest quality [industry] services and this price rise will allow us to continue meeting these standards.

If you have any questions or concerns, don't hesitate to reach us at [Email Address], [Phone Number], or [Website].


Best regards,

[Company Name]

2. Short sample letter to inform customers of price increase due to inflation

Subject of price increase notice: Price Update Ahead

Hey [Customer's Name],

Hope you're well!

Quick heads-up: because of inflation, we're adjusting our prices a bit starting [Date]. We've tried to keep the change as small as possible, so you can continue enjoying our [products/services] without a big hit to your wallet.

Questions? Feel free to shout out.

Thanks for sticking with us!




With all advantages

Sample price increase letter to customers:

Subject of price increase notice: New prices - new features! 

Dear [Customer name],

I'm contacting you because the pricing for using our products will change in a month. You can see the future prices in the insert of this email. 

New prices - new features! 

So what will be included in the upgraded package of each plan?

  • [Advantage 1]
  • [Advantage 2]
  • [Advantage 3]
  • [Advantage 4]

If you have any objections or comments on future product enhancements, just email us at support by clicking here.


All the best,

[Your Company]

Polite price increase notice

Sample email about price changes to plans:

Subject  price increase notice: An increase in our subscription prices will [Date]

Dear [Customer name],

Hope you are having a productive week 🥰

I'm reaching out to you because the pricing for using our products will change in a month. You can see the future prices in the insert of this email. 

I'm letting you know ahead of time so that you can transition smoothly to the new pricing category by understanding how to use the new advantages in your business. Speaking of which.

  • [Benefit 1]
  • [Benefit 2]

I'm sure you're making the most of these new opportunities. I saw your results on LinkedIn in the new post and was impressed. I'm excited about your progress and wish you new heights!

If you have any questions –  click the «Reply» button, and I'll do my best to help!


Have a great day,

[Your Company]


Note. Don't forget to check the validity of the addresses before sending so that your price change notifications reach the customers. If users don't have time to change their email to a valid one and they miss this email, an unpleasant situation will arise for both parties.

Bulk email verification

Check all customer emails at once for relevancy in seconds and send out only actual email addresses. This will save the reputation of your domain, increase the opening rate, and of course, the response rate.

Start checking now

Summary: How to write a price increase notice right

  • To tell customers about price increases correctly, you need to take a personalized approach. Address the client by name, mention a couple of details that will relate specifically to them - the successes associated with your product, the benefits of new features that will be useful to this particular user, etc.
  • The ideal rate rise letter should be no more than a few paragraphs. 
  • To raise prices without losing clients, you need to send an email explaining why the price growth occurred, with a statement of your product’s value, to provide perhaps some bonuses.

About author

Marina Yunevych

I have 7+ years experience in content marketing and PR. I always try to bring my unique approach to projects, write helpful articles, guides, and interviews with valuable cases that strengthen brand identity and promote engagement. My mission now is to help small and medium-sized B2B business owners take their companies to the next level.