How You Should Announce a Price Increase

A strong price increase email answers the customer’s biggest questions immediately.

Your customer wants to know:

1. What is changing?
2. How much will the new price be?
3. When does the new price begin?
4. Why are you increasing the price?
5. Does the customer need to do anything?
6. Are there other options?
7. Who can the customer contact with questions?

If your message answers those questions clearly, you reduce confusion and unnecessary follow-up messages.

When you need additional ideas for professional customer communication during an important service change, these Professional Outage Email Templates can also help you structure notices that are clear and customer-focused.

What You Should Include in Your Price Increase Email

Your email does not need to be long. However, it should include enough information for your customer to understand exactly what is happening.

A Clear Subject Line

Do not hide the purpose of your message behind a vague subject line.

You can use subject lines such as:

• Important Pricing Update Effective [Date]
• Upcoming Change to Your [Plan or Service] Price
• Your New Pricing Begins on [Date]
• An Update to Our Pricing
• Pricing Update for [Product or Service]
• Important Account Pricing Change
• New Rate for [Service] Beginning [Date]

A Short Thank-You

Start by acknowledging your customer’s business.

You can write:

“Thank you for continuing to choose [Company Name].”

This immediately gives your email a respectful tone.

The Exact Change

Whenever possible, clearly state the current price and the new price.

For example:

“Beginning October 1, your monthly rate will change from $49 to $55.”

That is much clearer than writing:

“Our prices will be increasing slightly.”

The Effective Date

Give customers a specific date.

Avoid phrases such as:

• soon
• in the coming weeks
• next month

Instead, write:

“The new price will take effect on October 1, 2026.”

A Brief Explanation

Your explanation can be simple.

You may be increasing prices because of:

• higher material costs
• increased supplier prices
• increased shipping expenses
• expanded customer support
• additional features
• improved products
• increased labor costs
• investments in equipment or technology
• expanded services

You do not need to explain every business expense.

Customer Options

If customers have choices, tell them.

You might allow a customer to:

• renew early at the current rate
• switch to another plan
• choose annual billing
• use a loyalty discount
• purchase before the increase
• change service levels
• contact you to discuss the account
• cancel according to your existing terms

This is especially important when you have a continuing subscription or service relationship.

10 Copy-and-Paste Price Increase Announcement Email Templates

Replace the bracketed information with your own details before sending any template.

1. Straightforward Price Increase Announcement Email

Subject: Pricing Update Effective [Date]

Dear [Customer Name],

Thank you for choosing [Company Name]. We appreciate the opportunity to continue serving you.

We are writing to let you know about an upcoming change to the price of [Product or Service].

Beginning [Effective Date], your price will change from [Current Price] to [New Price] per [month/order/service/year].

This adjustment will help us continue providing you with [quality products/reliable service/customer support/features or other benefit].

You do not need to take any action if you would like to continue your current service. The new price will automatically apply beginning on [Effective Date].

If you have questions about this change, please contact us at [Email Address/Phone Number].

Thank you for your continued business. We appreciate your trust in [Company Name].

Sincerely,

[Your Name]
[Title]
[Company Name]

2. Price Increase Email for Loyal Customers

Subject: An Important Pricing Update and Thank You

Dear [Customer Name],

You have been a valued customer of [Company Name], and we sincerely appreciate your continued support.

We want to give you advance notice of an upcoming pricing change.

Beginning [Effective Date], the price of your [Product, Plan, or Service] will change from [Current Price] to [New Price].

We have worked to keep our pricing stable while continuing to invest in [customer support/product quality/new features/service improvements]. This adjustment will allow us to continue providing you with the level of service you expect.

Because you are a valued customer, we would also like to offer you [loyalty discount/current-price extension/credit/special renewal option].

You can take advantage of this offer before [Deadline] by [Instructions].

If you have any questions, please reply to this email or contact us at [Contact Information].

Thank you again for being part of [Company Name].

Warm regards,

[Your Name]
[Company Name]

3. Small Business Price Increase Announcement

Subject: A Small Change to Our Pricing

Dear [Customer Name],

Thank you for supporting [Business Name]. Your business allows us to continue doing what we do, and we truly appreciate it.

Starting on [Effective Date], our price for [Product or Service] will change from [Current Price] to [New Price].

We are making this adjustment because of increases in [materials/supplies/operating expenses] while continuing to maintain the quality and personal service you expect from us.

Any [orders/appointments/projects] confirmed before [Cutoff Date] will continue to receive the current price.

The new price will apply to [orders/services/appointments] beginning on [Effective Date].

If you have any questions about the change, please contact us at [Contact Information].

Thank you for your understanding and continued support.

Sincerely,

[Your Name]
[Business Name]

4. Subscription or SaaS Price Increase Email

Subject: Your [Plan Name] Pricing Is Changing on [Date]

Hi [First Name],

Thank you for using [Product or Service Name].

During the past [Time Period], we have continued improving your experience by adding [Feature 1], [Feature 2], and [Feature 3].

To support these improvements and continue investing in [support/security/reliability/new features], we are updating the price of your [Plan Name].

Beginning [Effective Date]:

Current price: [Current Price]

New price: [New Price]

Your existing features will continue, including [Important Benefit 1], [Important Benefit 2], and [Important Benefit 3].

If you would like to review other plans, you can do so here: [Plan Link].

You may also [renew annually/lock in your current rate] before [Deadline] by visiting [Link].

If you have questions about your account, contact us at [Support Contact].

Thank you for choosing [Company Name].

Best,

[Your Name]
[Company Name]

5. Product or Ecommerce Price Increase Email

Subject: Pricing Update for [Product Name]

Dear [Customer Name],

We want to let you know about an upcoming price change for [Product Name].

Beginning [Effective Date], the price will change from [Current Price] to [New Price].

The adjustment reflects changes in [materials/manufacturing/shipping/supplier costs] while allowing us to continue providing you with the quality you expect.

If you would like to purchase [Product Name] at the current price, you can place your order before [Deadline].

Order here: [Product Link]

As a thank-you for being a customer, you can also use [Discount Code] before [Expiration Date] to receive [Discount].

Thank you for supporting [Company Name].

Best regards,

[Your Name]
[Company Name]

6. B2B Price Increase Announcement Email

Subject: Pricing Update for [Company or Account Name]

Dear [Customer Name],

Thank you for your continued partnership with [Your Company Name].

We are contacting you in advance of your upcoming [renewal/contract period] to let you know about an adjustment to our pricing.

Beginning [Effective Date], the rate for [Services, Products, Seats, Units, or Scope] will change from [Current Price] to [New Price].

This adjustment reflects our continued investment in [service capabilities/support/security/staffing/technology/product quality].

Your updated service will continue to include:

• [Benefit or Service 1]
• [Benefit or Service 2]
• [Benefit or Service 3]

We would be happy to review your account and discuss available options, including [annual agreement/multi-year pricing/volume pricing/alternative plan].

Please contact [Account Representative] at [Email/Phone] before [Date] if you would like to discuss the change.

We appreciate your business and look forward to continuing our relationship.

Sincerely,

[Your Name]
[Title]
[Company Name]

If you are communicating with another company about a broader business relationship, you may also find these Partnership Proposal Letter Samples useful.

7. Service Business Price Increase Email

Subject: Updated Service Rates Beginning [Date]

Dear [Customer Name],

Thank you for trusting us with your [Type of Service] needs.

We are writing to give you advance notice that our service rates will be changing beginning on [Effective Date].

Your current rate:

[Current Price]

Your new rate:

[New Price]

We have made every effort to keep our rates competitive while continuing to provide you with [reliable scheduling/skilled service/high-quality materials/personal support].

Your appointments scheduled before [Date] will [remain at the current rate/be charged according to the existing agreement].

You do not need to do anything if you would like to continue your service.

If you would like to discuss your service schedule or available options, please contact us at [Phone/Email].

We appreciate your business and look forward to continuing to serve you.

Sincerely,

[Your Name]
[Business Name]

8. Wholesale or Reseller Price Increase Email

Subject: New Wholesale Pricing Effective [Date]

Dear [Customer Name],

Thank you for your continued business with [Company Name].

We are writing to notify you that our wholesale pricing will be updated beginning on [Effective Date].

The new pricing reflects changes in [supplier costs/material costs/freight/manufacturing expenses].

You can review the updated price list here:

[Price List Link]

Orders submitted and confirmed before [Cutoff Date] will receive the current pricing, subject to [availability/current ordering terms].

The new pricing will apply to orders placed beginning on [Effective Date].

If you would like information about volume pricing, minimum order quantities, or other purchasing options, please contact [Representative Name] at [Contact Information].

Thank you for your continued partnership.

Best regards,

[Your Name]
[Title]
[Company Name]

9. Price Increase With Grandfathered Rate

Subject: Your Current Price Is Staying the Same Until [Date]

Dear [Customer Name],

We are updating the price of [Product or Service] beginning on [Effective Date].

The new standard price will be [New Price]. However, because you are an existing customer, your current price of [Current Price] will remain unchanged until [Grandfather Date].

You do not need to take any action during this period.

Beginning on [Grandfather Date], your rate will change to [New Price].

If you would like to keep your current pricing longer, you may have the option to [renew early/change to annual billing/sign an extended agreement] before [Deadline].

You can review your options here:

[Link]

If you have questions, please contact us at [Contact Information].

Thank you for your loyalty to [Company Name]. We appreciate the opportunity to continue serving you.

Warm regards,

[Your Name]
[Company Name]

10. Short Price Increase Announcement Email

Subject: Price Update Effective [Date]

Hi [First Name],

Thank you for being a customer of [Company Name].

Beginning [Effective Date], the price of [Product or Service] will change from [Current Price] to [New Price].

This adjustment will help us continue providing you with [brief benefit or service].

You do not need to take any action if you would like to continue.

If you have questions or would like to review your options, contact us at [Contact Information].

Thank you for your continued business.

Best,

[Your Name]
[Company Name]

How You Can Make Your Price Increase Easier for Customers to Accept

Your wording matters, but the way you introduce the increase matters just as much.

Give Your Customers Notice

Whenever practical, tell customers about the increase before they see it on an invoice or credit card statement.

Avoid letting the first sign of a price increase be a larger charge.

If an agreement, subscription, law, or industry rule requires a particular notice period, make sure you follow the applicable requirement.

Explain the Reason Without Overexplaining

Customers usually need a reasonable explanation, not your complete financial history.

You can say:

“To continue providing the service and support you expect, we are updating our pricing.”

You do not need several paragraphs explaining every expense.

Remind Customers of the Value They Receive

Do not make your entire email about your increased costs.

Remind customers what they receive.

For example:

“Your plan continues to include unlimited support, automatic backups, and access to all new features.”

This shifts part of the conversation from price to value.

Give Customers a Clear Next Step

Tell customers exactly what happens next.

For example:

“No action is required. Your new rate will automatically begin on October 1.”

Or:

“Renew before September 15 to keep your current rate for another 12 months.”

Clear instructions reduce confusion.

If your customer needs to respond formally or request an alternative arrangement, your Business Request Letter Sample provides additional formats for professional business communication.

Should You Apologize for a Price Increase?

You can acknowledge that a price change may affect your customer without making the announcement sound like an admission that you are doing something wrong.

Instead of writing:

“We are extremely sorry that we have no choice but to increase our prices.”

You can write:

“We understand that pricing changes are important, so we wanted to give you advance notice and clearly explain what is changing.”

That wording shows respect without weakening your message.

How You Should Explain Why Your Price Is Increasing

Keep your explanation specific enough to be credible but short enough to remain focused.

If Your Costs Increased

You can write:

“Due to increases in material and supplier costs, we are adjusting our pricing beginning on [Date].”

If You Expanded Your Service

You can write:

“As we have expanded our support and added new services, we are updating our pricing to support these improvements.”

If You Improved Your Product

You can write:

“Over the past year, we have added [Features]. Our updated pricing will allow us to continue improving the product.”

If You Have Not Raised Prices for Years

You can write:

“We have kept our pricing unchanged for [Number] years. Beginning on [Date], we will be making an adjustment to support the continued quality of our service.”

How You Can Handle Customer Questions After a Price Increase

Prepare your customer service team before you send the announcement.

Your team should know:

• the effective date
• the old price
• the new price
• which customers are affected
• why the price is changing
• whether existing contracts are affected
• available discounts
• downgrade options
• cancellation procedures
• renewal options
• who can approve exceptions

You should also prepare a short standard response for common questions.

If your company sends other sensitive customer notices, you can compare your communication strategy with these Professional Outage Email Templates.

When You Should Send a Price Increase Reminder

If you announced your price increase well in advance, consider sending a short reminder before the effective date.

Your reminder can say:

Subject: Reminder: Your New Price Begins [Date]

Hi [First Name],

This is a reminder that the price of your [Product or Service] will change from [Old Price] to [New Price] beginning on [Effective Date].

No action is required if you would like to continue your current service.

If you would like to review your options before the change, please contact us at [Contact Information].

Thank you for being a customer.

Best,

[Your Name]

A short reminder can prevent customers from overlooking your original notice.

If you need to follow up on other business communications, see these Follow-Up Letter Templates for additional wording ideas.

Common Price Increase Email Mistakes You Should Avoid

Hiding the New Price

Do not force customers to visit another page just to discover how much they will pay.

When possible, state the new price directly.

Using a Vague Effective Date

Do not write:

“Prices will increase soon.”

Write:

“Your new price begins October 1, 2026.”

Writing Too Much

A long explanation can make a straightforward business decision sound more complicated than necessary.

Explain the reason, state the change, and tell the customer what happens next.

Sounding Defensive

Avoid language that sounds argumentative or overly apologetic.

Keep your tone respectful and confident.

Forgetting Existing Agreements

Before announcing a price increase, review any applicable customer agreements, subscription terms, contracts, renewal provisions, and notice requirements.

Making the Customer Contact You for Basic Information

Your email should already answer the main questions.

Customers should not have to call you just to learn the effective date or new price.

Sending the Email From an Unfamiliar Address

When possible, send important customer communications from a recognizable business name or sender.

Forgetting to Prepare Customer Support

Your staff should know about the increase before customers contact them.