Price Increase Email Template: Andrew Wilkinson & Tiny’s Churn-Safe Language (Copy/Paste)
Price Increase Email Template: Andrew Wilkinson & Tiny’s Churn-Safe Language (Copy/Paste)
Price Increase Email Template: Andrew Wilkinson & Tiny’s Churn-Safe Language (Copy/Paste) is the plain-English pack I use to raise prices without lighting churn on fire.
You’ll get ready-to-send emails, subject lines, and reply scripts that protect trust and net revenue.
Every line is short, direct, and churn-safe.
Copy, paste, ship.
The principles that keep churn low
Lead with clarity, not apology.
Tie the change to added value customers can feel.
Give a fair notice window and an easy bridge option.
Offer a no-haggle path to keep their current price a bit longer.
Make the CTA one click.
The structure that works every time
Subject that tells the truth.
One-line announcement with effective date.
What’s changing in one sentence.
Why now in plain English.
What stays the same.
A choice that favors retention.
A simple CTA and a human sign-off.
Copy/paste — universal price increase email (short)
Subject: Upcoming price update on {DATE}
Hi {First Name},
We’re updating pricing on {DATE}.
Your plan will move from ${Old}/mo to ${New}/mo at your next renewal.
What’s not changing: your core features, support level, and {SLA/limits} stay the same.
Why we’re updating: we’ve added {new features or outcomes} and improved {speed/reliability/security} so you get {clear benefit}.
If you renew early by {EARLY DATE}, we’ll lock your current price at ${Bridge} for {TERM} with no change to features.
Prefer the new plan now.
Click {One-Click Link} and I’ll handle the rest.
Questions.
Reply here and I’ll respond today.
Thanks for trusting us,
{Human Name}, {Title}
Copy/paste — SaaS plan with usage or seats
Subject: Pricing update and new capabilities on {DATE}
Hi {First Name},
On {DATE}, your {Plan} will update from ${Old}/mo to ${New}/mo.
What’s included now: {New Feature A}, {New Feature B}, and faster {X%} processing for {Outcome}.
Your core limits and SSO/audit logs remain.
Two options to keep it simple.
Option A: Renew for {12/24} months by {EARLY DATE} and lock ${Bridge}/mo.
Option B: Switch to {Value-Based Plan} tied to {Value Metric} so price scales only with the value you use.
Pick your path here → {Manage Link}.
If you’d like help choosing, reply “Recommend” and share users and monthly {metric}.
Thanks,
{Human Name}
Copy/paste — e-commerce subscriptions (refills or memberships)
Subject: Small price change on {DATE} + better perks
Hi {First Name},
On {DATE}, your subscription moves from ${Old} to ${New} per shipment.
What you get for staying: {Perk 1}, {Perk 2}, and priority support for missed deliveries.
If you prepay for {TERM} by {EARLY DATE}, we’ll lock ${Bridge} and include {Bonus}.
Want to pause or skip.
One click here → {Skip Link}.
We’re grateful for your loyalty.
{Human Name}
Copy/paste — marketplace take-rate update (with leakage defense)
Subject: Updated fees on {DATE} with faster payouts
Hi {First Name},
We’re updating our take rate from {Old%} to {New%} on {DATE}.
What’s new.
Next-day payouts, dispute protection, and {Insurance/Warranty} on eligible orders.
Keep your current rate.
Process {Volume} by {EARLY DATE} or enroll in Pro Tools and we’ll hold {Bridge%} through {TERM}.
Review and choose here → {Settings Link}.
Thanks for building on our marketplace,
{Human Name}
Copy/paste — services/agency retainers (productized packages)
Subject: Retainer refresh on {DATE} — same scope, better SLA
Hi {First Name},
Starting {DATE}, your retainer adjusts from ${Old} to ${New}.
Scope stays the same and we’re adding {SLA improvement or deliverable} to hit {Outcome} faster.
Two easy paths.
Lock ${Bridge} for {TERM} if renewed by {EARLY DATE}, or move to {New Package} with {bonus/reporting}.
Tell me “Bridge” or “New” and I’ll send the DocuSign today.
Thanks,
{Human Name}
Subject lines that reduce spam flags and reply friction
“Upcoming price update on {DATE} + your options”
“Your plan on {DATE}: what’s changing and how to keep your rate”
“Lock today’s price until {TERM} (quick note)”
“Small change, faster {Outcome} — details inside”
The one-paragraph “why now” that feels honest
We’re raising prices so we can keep delivering {Outcome} reliably.
Over the last {period} we added {3 concrete improvements} and increased {capacity/speed} by {X%}.
This update keeps the product healthy and lets us invest in {next roadmap item}.
The hold-rate “bridge” offer (no haggling required)
Lock your current price at ${Bridge} for {12/24/36} months if you renew by {EARLY DATE}.
Same features.
No changes mid-term.
One click to confirm → {Link}.
The “grandfather core features” promise
Your core features and saved workflows stay.
New pricing applies to new value only like {Feature A} and {Feature B}.
We will not remove capabilities you depend on.
Optional paragraph for inflation or cost pass-through
Our costs for {hosting/logistics/support} have increased materially.
We absorbed these for {period} while shipping {X, Y, Z}.
This small update keeps performance and support at the level you expect.
Reply macros for common objections
“Too expensive.”
Totally fair to ask.
If we remove {premium item}, your plan is ${Lower}/mo with the same core outcome.
Prefer full or lean to start.
“We need a discount.”
We can hold ${New} with {term/volume}.
Or we can keep ${Bridge} if you renew by {EARLY DATE}.
Which path fits your budget.
“We didn’t get value.”
Let’s fix that.
We’ll extend your current price {30 days} and set up {success action} to hit {Outcome}.
If we miss, I’ll honor ${Old} for one more term.
“Timing is bad.”
Understood.
I can grant {30–60 days} at ${Old} so you can budget.
I’ll send a one-click link now.
Procurement script (B2B, calm and firm)
Our price reflects {Outcome} with {months}-month payback at your current volumes.
We can reduce scope to {package} at ${Lower} or hold the full package at ${New} with {24/36-month} term.
Happy to document both options for your approval path.
Which should I route for signatures.
Internal approval note you can paste to your team
Goal. NRR ≥ 100% with minimal churn.
Guardrails. 30–90 day notice, bridge price available, no custom one-off deals.
Tracking. Weekly churn, downgrades, expansions, and win-backs for 4 weeks.
Owner. {Name}.
Rollback trigger. Churn > {X%} of affected cohort in 14 days.
FAQ block you can add under your email signature
When does this start.
On {DATE} at your renewal.
Can I keep my current price.
Yes if you renew by {EARLY DATE} we’ll lock ${Bridge} for {TERM}.
Are features changing.
Core features remain.
New pricing reflects {new value}.
Can I talk to a human.
Reply here and we’ll help same day.
Rollout checklist (don’t skip these)
Send to pilot cohort (5–10%) first.
Turn on billing preview and usage alerts.
Publish a help-center FAQ before you mail the rest.
Tag replies with [Price-Update] so you can triage fast.
Review metrics at Day 2, 7, and 14.
Extra templates for edge cases
Apology/reset (if a prior increase went sideways).
We moved too fast on pricing.
We’re restoring ${Old} through {DATE} and adding {Value} before any future change.
You’ll have {60 days} notice next time and a bridge option.
Legacy “grandfather forever” clarification.
Your legacy plan remains.
If you choose {New Feature/Capacity}, the new price applies.
Otherwise, nothing changes.
Annual contracts mid-term.
No mid-term change.
New pricing starts next renewal.
Renew early by {EARLY DATE} to lock ${Bridge} for {TERM}.
Microcopy that lowers churn on your billing page
“Lock today’s price until {DATE} →”
“Keep current rate for {TERM} (one click)”
“See what’s new and decide later →”
“Talk to a human about options →”
What to measure the two weeks after you send
Open rate and reply rate.
Voluntary churn and downgrade rate.
Expansion and early-renewal take-rate.
Support time-to-first-response on price threads.
If NRR ≥ 100% and churn stays normal, roll to the remaining cohort.
One-page version you can paste into Intercom or Zendesk
Header. Price update on {DATE}.
1. What’s changing. ${Old} → ${New} at renewal.
2. What’s not. Your core features and support.
3. Why. {Outcome + 3 tangible improvements}.
4. Options. Lock ${Bridge} by {EARLY DATE} or switch to {Plan}.
5. Action. {One-Click Link}.
6. Help. Reply here.
Final tips that save the relationship
Be specific about new value.
Offer one fair bridge path.
Use real names on the signature.
Reply same-day with options, not arguments.
End every message with one clear CTA.
Conclusion
Price Increase Email Template: Andrew Wilkinson & Tiny’s Churn-Safe Language (Copy/Paste) gives you the exact words, offers, and reply scripts to raise prices without spiking churn.
Run a small pilot, ship the bridge offer, and keep the CTA one click so NRR stays ≥ 100% while trust stays high.
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