Price Increase Email Examples: Here’s How to Say It

A price increase announcement is a delicate matter for both companies and their clients. Businesses are often forced to adjust prices in response to rising costs, inflation, or expansion needs to sustain the production of their product or service. At the same time, they also have to break the news to customers in a way that doesn’t push them toward a competitor. That alone puts additional stress on already challenging circumstances.

Some companies become overly defensive. Others try to downplay the situation as if it’s not a big deal. There are also those who delay the announcement for as long as possible. But none of these approaches are a good strategy, and all of them lead to the same outcome: more frustration at a later point.

So, how do you announce a price increase in a way that doesn’t damage your relationship with customers? That’s exactly what we’re going to talk about in this article. We’ll walk through what to say, when to say it, and how to say it. We’ll also go over every key part of a strong template for price increase communication and show you real-life price increase email examples from companies that got it right.

Price Increase Email: When and Why to Send

Common triggers for price changes

Businesses typically decide to write a price increase email when certain conditions arise. For example, you may need to adjust pricing because costs have gone up (due to rising material, production, or labor expenses) or economic factors like inflation make current rates hard to maintain. For example, the recent rising of tariffs in the U.S. led many big companies, such as Nike and Adidas to increase prices on their sportswear. 

Another common trigger is product improvements or added services—if you’ve upgraded features or quality, a higher price point may be justified to reflect the greater value customers receive. 

Finally, market conditions can play a role as well. If competitors’ rates are higher or your business is in high demand, you might choose to raise prices accordingly. In other words, whenever your costs or value proposition change significantly, it may be time to consider a price adjustment. The key is to frame it positively for your customers and explain that you are investing in better service or quality, and the price change makes it possible to maintain this quality on a due level.

Timing considerations

Deciding when and how to announce price increase updates is as crucial as it is sensitive. It’s best to give customers plenty of advance notice before the new prices take effect. Many experts recommend providing at least 30 days’ notice (and sometimes 60–90 days for long-term clients or bigger spikes) so customers can adjust their budgets.

Try to avoid announcing increases during especially tough economic times or when your clients might be experiencing additional financial stress. Instead, align your price increase notification with a positive context if possible. It can be the launch of a new feature or the start of a new fiscal year when businesses review budgets. Also, be mindful not to raise prices too frequently. Regular, predictable adjustments (for example, no more than once a year) are easier on the mind and won’t make your business look unreliable.
 

Key Components of a Price Increase Email

🔹 Subject line tips

A price increase email is a sensitive and often uncomfortable matter. So, the first temptation is to make your subject line a bit vague to soften the blow. But honestly—that’s your biggest mistake. You should let your customers know right away what the email is about, especially if you want to avoid big disappointments later. Use clear, professional lines like “Upcoming Pricing Changes” or “Important Update to Your Subscription Plan.” This makes sure your price increase notification is understood (and more likely—accepted) from the very beginning.

🔹 Personalized greeting

Personalization matters in any kind of communication, but even more so when it comes to sensitive news. And yes, a price increase letter to customers definitely counts as that. As a minimum, use your customer’s name if you can. Then thank them for being with you and trusting your product. This way, you’ll show that you’re talking to them directly, like a real person.

🔹 Reason for the price increase

This is where honesty really matters. People can tell when you’re trying to hide behind words. So don’t use corporate labels like “market shifts” or “business realignment”—no one understands what they mean anyways. Instead, be upfront: if it’s product cost, inflation, or shipping prices—just say it. Your customers live in the same reality, and they’ll understand. 

🔹 Effective value reinforcement

Once you’ve shared the why, the next thing your customer wants to know is, “What do I still get out of this?” That’s where value reinforcement comes in. Remind them of what they’re already enjoying or tell them how the new price allows you to do even more for them. Advantages may vary from faster support to better quality—whatever it is, say it proudly. In other words, highlight the positive sides of the price increase. And if you’re not adding anything new, just remind them of the consistency and care they already know you for.

🔹 New pricing details

Here it is even more important to be clear and transparent, as people need to know what’s changing. For example, “Your plan will go from $39/month to $45/month” is an example of clear upfront communication. So, don’t try to hide it in the middle of your message, as it won’t help you. The clearer the numbers, the less room for confusion or frustration. And if you’re using a price increase email template, this is one of the most important parts to be clearly formatted.

🔹 Timeline and effective date

Let people know when the new pricing kicks in. Give them a clear effective date like “starting July 1” or “on your next renewal after August 15.” If there’s any difference for new customers vs. existing ones, mention that too. Advance notice matters—this is how to inform customers of a price increase without surprising them in an unpleasant way. It gives them time to process, budget, or even reach out if they have questions. Respecting their timeline = respecting the relationship.

🔹 Gratitude and customer appreciation

Don’t forget to say thank you. In a moment when you’re delivering news that might not be welcomed, gratitude can be a game changer. So, show them that you understand their frustration and that you’re aware this might be a change for them. No matter if they’ve been with you for years or just a few months—this part of the price increase letter to customers reminds them that you are seeing them as part of your story.

🔹 Contact information for questions

Finally, make it easy for them to reach you. A simple line like “If you have any questions, just reply to this email or reach out to our support team” prevents them from feeling lost. You can also link to an FAQ if needed. The key thing is—show you’re open to conversation and not just sending a notification of a price increase and disappearing.

How to Inform Customers of a Price Increase: Tone and Style Guidelines

🔹 Empathetic and professional

Acknowledge, at least implicitly, that you understand this is not the best news for the customer. For example, “This was a difficult decision for us, and we understand it may impact you” shows that you are in the same boat with your customers about this decision. At the same time, avoid sounding defensive or blaming external factors too much (even if rising costs are the cause, the focus should be on the solution, not complaining about the problem). Similarly, don’t be overly apologetic either. In fact, stay confident about the change. Over-apologizing can send the message that even you don’t believe that your product is worth this increase. 

Pair that empathy with a professional approach: stick to the facts, don’t make jokes about the price change, and definitely avoid any language that trivializes the impact on the customer. 

🔹 Maintain brand voice

No matter how you phrase your message, make sure it sounds like you. If your brand is known for being casual and upbeat, write your price increase email in the same friendly tone. On the contrary, if your brand voice is normally more formal, maintain that formality while still sounding human. The idea is that the email shouldn’t feel like it was written by a different company. 

Keeping a consistent voice also means being honest and transparent. Don’t suddenly fill your message with legal terminology or formal jargon if that’s not how you usually communicate. Think of this as any other important announcement: it should align with the tone you use on your website, social media, and other customer service communications. 

Price Increase Email Example from Circles 

Here Circles uses a smart strategy for announcing an increase in prices. First of all, it creates initial excitement with its introductory “We are incredibly excited about Circles coming up in September” sentence. Second, it announces the price increase in advance. 

So, on the one hand, they manage to alleviate any sudden disappointments by making the announcement well in advance, and second, they encourage attendees to book their spot early to avoid overpaying. By using a positive tone and early warning, the company turns a price increase announcement into a saving opportunity that comes as good news!

Price Increase Email Template

If you are looking for a short sample letter to inform customers of a price increase, take a look at the following example:

This email is very straightforward about what’s happening—the company is increasing the price and saying it upfront. It also has all the important elements of a professional yet considerate price increase email, such as the exact date of the price increase, the new sum to be paid, and appreciation of long-term relationships with the client.

By following similar steps, you can personalize this template for your company’s new prices and circumstances.

To Sum Up

As we’ve seen throughout this article, even such a delicate matter as a price increase can be turned into a positive experience if approached the right way.

In the end, customers are people just like marketers. And most of them understand the realities of life. Political and economic conditions change, and businesses, like anyone else, have to adapt.

The key is to communicate that truth honestly. If you manage to show your clients that this isn’t just a cold financial move but a necessary step your company is going through—they’ll get it. Especially if you ensure that you can keep delivering the same level of quality. Even with a slightly higher price tag attached.