Price increases are never fun to announce — but when you send a clear, respectful heads-up before it happens, you can keep trust intact and even strengthen loyalty.
The best price hike emails don’t dance around the news. They get to the point, explain the “why,” and give people time to react — whether that’s locking in the current rate or adjusting their plan.
In this post, you’ll find 9 price increase email examples — a mix of real emails from SaaS companies and copy-paste templates you can use. All written to be honest, simple, and human.
Let’s get into it.
Contents
What is a SaaS Price Increase Email?
A SaaS price increase email is a message you send to let users know that your pricing is going up—and what that means for their current plan.
It’s one of those emails every SaaS business has to send eventually. Whether you’re adjusting for inflation, adding more value, or just changing your business model, a clear and respectful price increase email helps you communicate the “why” behind the change—and avoid surprising your users.
When done right, this email keeps trust intact, reduces churn, and gives users time to adjust or upgrade.
Why Send Price Increase Emails for Your SaaS?
The main reason is obvious: you’re raising prices and need to be transparent about it. But it’s not just about giving notice—it’s also about positioning the change in a way that makes sense to your users.
In 2024, 42% of SaaS companies adjusted their prices, with an average increase of 20%. Price increase emails are a chance to reset expectations, remind users of the value they’re getting, and even reinforce long-term loyalty.
1. Set clear expectations and avoid backlash
No one likes surprises—especially when it comes to billing. Giving users a heads-up about a price increase shows that you respect them and their budget.
It also gives them time to upgrade, downgrade, or ask questions before the change takes effect.
2. Re-sell the value of your product
If you’re increasing prices, you better remind users what they’re getting. A good price update email highlights the improvements you’ve made, the new features added, or the growth of your service.
You’re not just charging more—you’re delivering more.
3. Keep churn low during the transition
When people feel blindsided or confused, they’re more likely to cancel. But when you explain the why clearly and offer options (like locking in the old price or switching plans), you reduce the risk of losing them.
Even if they don’t love the increase, they’ll respect the transparency.
When Should You Send Price Increase Emails?
You should send price increase emails at least 2 to 4 weeks before the change takes effect—enough time for users to process the news, ask questions, and take action if needed.
Timing can make or break how the message lands.
1. 30 days before the billing change
This gives users a full billing cycle to prepare, especially if they’re on annual or high-value plans. It also gives your support team room to handle any pushback or plan changes.
You don’t want to notify someone after they’ve been charged more.
2. After rolling out major product updates
If you’ve recently added new features, improved performance, or redesigned parts of your product, this is the best moment to align that with a price increase.
It makes the new pricing feel earned—not random.
3. During a new fiscal year or company milestone
Many SaaS businesses adjust pricing at the start of a new year, quarter, or growth phase. That timing makes the change feel part of a bigger business evolution—not just a money grab.
It also helps you tie the email to a narrative: growth, improvements, and what’s coming next.
Listed: 9 SaaS Price Increase Email Examples (Real Emails + Copy-Paste Templates)
Price increases are tough to announce — but they don’t have to feel like a gut punch. When you communicate clearly, lead with value, and keep the tone calm and respectful, users actually get it. Below are 5 real examples from SaaS brands that handled it well — followed by 4 email templates you can plug into your own price change flow.
1. Figma – Ending a Free Beta with a Paid Plan Rollout
This email from Figma is about transitioning FigJam from a free beta to paid pricing. It’s not a traditional price increase — but it hits the same beats. They announce a clear deadline (February 1), then explain what users have gained during the beta and how pricing will work moving forward. The email gives users confidence that the product is worth paying for by listing real features they’ve added recently.
It’s well-structured: clear headline, bullet list of value, and exact pricing breakdown for each plan. Figma also anticipates confusion by explaining that unpaid users will become viewers by default — no surprise charges. Overall, this is a great example of how to turn a pricing change into a smooth transition.
Why it works: It sets expectations early, includes real pricing details, and tells users exactly what happens if they don’t act. The tone is clean, friendly, and informative — no pressure.
2. Disney Bundle (Hulu + Disney+ + ESPN) – Straightforward Reminder
This email from Disney+ (including Hulu and ESPN+) is all about clarity. They lead with a one-line summary: your price is going from $12.99 to $13.99. No fluff, no emotional appeal — just the facts. Then they tell you exactly what to expect, including when the new price will hit and how to cancel if you’re not okay with it.
Even though it’s transactional in tone, the structure works well for high-volume consumer services. People scanning for info get what they need right away. There’s no pressure to upgrade or explanation of added value — just a straight-up pricing change.
Why it works: It doesn’t try to spin the price change. Instead, it respects the user’s right to decide whether to stay or go. That honesty builds long-term credibility.
3. Notion – Price Justified by Value and Roadmap
Notion’s price increase email is one of the most balanced examples out there. They start with a quick story: it’s been five years since they launched the Plus plan, and it’s grown a lot. Then they show exactly how — bullet points listing new features, product milestones, and upcoming improvements.
The second half introduces the price increase ($2 more per month), with a very smart move: existing users can renew on annual billing to lock in current pricing for one more year. This isn’t just a pricing update — it’s a thank-you, a roadmap, and a user-friendly heads-up all in one.
Why it works: It leads with value. Notion makes the price increase feel earned by showing how much more the user is getting. The grace period softens the blow and rewards loyal users.
4. Upwork – Fee Change Framed Around Flexibility
Upwork’s change wasn’t just a price hike — it was a switch from flat pricing to variable service fees. That’s harder to explain, but they pulled it off with clean formatting and clear sections. First, they introduce what’s changing (the fee range), then immediately reassure users by listing what’s staying the same.
This email is a great example of managing a shift that could worry users. Instead of trying to hide details, Upwork makes them visual and skimmable. It’s designed to calm concerns and avoid unnecessary support volume.
Why it works: It breaks down changes with easy visuals and bullets. The format feels fair and easy to understand — and the message is framed as future-focused and user-centered.
5. Pipedrive – Calm, Contextual, and Low-Friction
This Pipedrive pricing email is built for loyal users. It opens by recognizing the company’s growth over 12 years and the value they’ve added. Then it announces the new price point ($19.90/month) and gives a clear start date — the user’s next renewal. No drama, no “act now” pressure, just a smooth, polite explanation.
What stands out is the tone: mature and respectful. They emphasize that no action is required and give a direct link to billing settings for transparency. It’s the kind of email you read and think, “Okay, that makes sense.”
Why it works: It’s calm, clear, and positions the increase as reasonable. No buzzwords. No vague “value” claims. Just a short explanation and a date.
6. Template: Upgrade Justification – Lead with Features
If your product has improved significantly, your users need to hear about that before you mention a price bump. This template sets the stage by showing how far your platform has come — and then positions the price change as a reflection of that growth.
It’s not about inflating the value. It’s about helping users see it. This works especially well if your platform has launched major features, integrations, or UX upgrades in the past year. Anchor the price to the momentum.
Hey {firstName},
Over the past year, we’ve added a lot to {productName}:
– {Feature1}
– {Feature2}
– {Feature3}
To continue supporting our product and team, we’re updating our pricing. Starting {date}, your plan will increase to {newPrice}.
No action is needed — your subscription will update automatically.
As always, we appreciate your trust. Let us know if you have questions 👉 {ctaLink}
– {yourName}
Other subject lines:
- Pricing update (and what it means for you)
- A quick note about your plan
- We’ve grown — and our pricing is too
- Small change, big improvements
- Your subscription is changing soon
Why it works: Leads with value and avoids drama. Makes the change feel like part of ongoing product growth.
7. Template: Short + Direct – For smaller increases
Sometimes a short email is best. Especially when the price increase is minimal or expected. This template keeps things quick, polite, and crystal clear — no added tension.
Use this when you just need to announce the change, not justify it.
Hey {firstName},
Just a quick note — starting {date}, your {planType} plan will increase from {oldPrice} to {newPrice}.
No action is needed — your billing will update automatically.
Thanks for being with us. If you have any questions, we’re always here 👉 {ctaLink}
– {yourName}
Other subject lines:
- Quick heads-up about your billing
- Upcoming change to your plan
- Plan update effective {date}
- A small change to your subscription
- Your monthly rate is changing
Why it works: Sometimes short is best. This format keeps things efficient and respectful.
8. Template: Legacy Pricing Phaseout – For older users
If you’re phasing out outdated pricing tiers, this is your moment to communicate with care. Legacy users don’t like surprises — but if you show them what’s new and make the upgrade feel worth it, you’ll keep them around.
This template keeps the focus on what they gain, not what they lose.
Hey {firstName},
We’re phasing out our legacy plans to keep things simpler and more aligned with our current offering.
On {date}, your plan will move to {newPlanName} at {newPrice}.
You’ll get access to:
– {Feature1}
– {Feature2}
– {Feature3}
If you’d like to review your plan options, you can do that here 👉 {ctaLink}
We’re grateful you’ve been with us — and we’re here to help with the transition.
– {yourName}
Other subject lines:
- Sunsetting older plans
- Important update to your subscription
- Your plan is evolving
- Moving to our new pricing
- Change coming to your legacy plan
Why it works: Honest, clean, and focused on helping legacy users feel respected — not pushed.
9. Template: Prepaid Renewal Reminder – Discount before increase
This template is great when you want to give existing users a way to avoid the new pricing — by renewing early or switching to an annual plan. It rewards loyalty while creating urgency.
Use this for upsells, annual bumps, or long-time customers you don’t want to lose.
Hey {firstName},
We’re updating our prices starting {date}. But here’s the good news — you can lock in your current rate for another year by renewing early.
If you renew before {cutoffDate}, you’ll keep the current pricing for 12 more months 👉 {ctaLink}
Thanks for being part of {productName}. We truly appreciate you.
– {yourName}
Other subject lines:
- Lock in your current price
- Avoid the upcoming increase
- Keep your pricing by renewing early
- Price change ahead — here’s how to keep your rate
- Secure your current plan pricing
Why it works: Instead of surprising users, you give them control and a reason to act. It feels fair — and drives prepaid conversions.
How to Improve Your SaaS Price Increase Emails
Answer: A good price increase email is honest, clear, and gives users enough time to react. You’re not just announcing a higher number — you’re reinforcing the value behind it. If you do it right, you’ll keep trust and maybe even boost retention.
- Be transparent about what’s changing and when
- Explain why the price is going up (improved features, inflation, etc.)
- Reinforce what they’re getting — upgrades, support, new tools
- Give them a deadline and honor current pricing until then
- Add a comparison: “Your plan was $X, will be $Y”
- Keep the tone confident, respectful, and not apologetic
This kind of email is all about tone and timing. Done well, it reminds users why they chose you — and why it’s still worth it.
Raising prices? Timing and tone make all the difference
→ Encharge helps you get both right — automatically.
A price increase email isn’t just about the new number — it’s about how and when you tell your users. Encharge lets you send personalized price updates based on plan, renewal date, and user behavior — so it feels like a heads-up, not a surprise.
- Trigger price increase emails before renewal — based on billing cycles
- Personalize by plan, usage, or how long they’ve been a customer
- Build follow-up flows for replies, upgrades, and questions
- Works with your email, CRM, and product data — all in one
- Trusted by 1,000+ SaaS teams to keep customers, even when prices go up
Most people don’t cancel over a price hike — they cancel over how it’s handled. Encharge helps you handle it right.
FAQ for SaaS price increase email examples
1. How do you write a SaaS price increase email?
A price increase email should be transparent, respectful, and clear about the value users will continue to receive. Don’t bury the news—be upfront, then explain the “why.” With Encharge, you can segment users by plan or tenure and send the right version of the email automatically.
How to write it:
- Start with the main message: what’s changing and when.
- Share the reason behind the price increase (e.g., improved features, higher costs).
- Use Encharge to personalize the email and send it at scale.
2. Should I offer a legacy pricing option to current customers?
Offering legacy pricing or a grace period to existing users can ease friction and reduce churn. It’s a gesture of goodwill that can make a price hike easier to accept. With Encharge, you can automatically tag loyal customers and send them a separate, tailored offer.
How to do it:
- Segment long-time or high-value users.
- Create a version of your price email with a “lock-in” option.
- Use Encharge to send it only to qualified users.
3. How do I reduce churn after a SaaS price increase?
To reduce churn, communicate early, highlight added value, and offer support or flexible options. Avoid sounding defensive—focus on what users gain. Encharge helps you track who opened the email, who’s at risk, and send follow-ups as needed.
How to handle post-announcement churn:
- Watch for drop-off or downgrades after the email.
- Follow up with high-risk users offering support or one-time discounts.
- Automate recovery flows in Encharge with behavior-based triggers.
4. Can I automate price increase emails?
Yes—you can fully automate price increase emails to roll out by region, plan type, or billing cycle. With Encharge, you can send different versions to different user segments, monitor engagement, and trigger follow-ups if someone hasn’t opened or responded.
How to automate the process:
- Tag users by pricing plan, region, or subscription date.
- Create multiple email versions based on conditions.
- Use Encharge to handle sending, tracking, and follow-ups.
5. How do I announce a price change without hurting trust?
Honesty, transparency, and timing are key to maintaining trust. Don’t sugarcoat it—just explain the change, show the value, and offer support. With Encharge, you can deliver this message with empathy, precision, and personalization.
How to keep trust intact:
- Be clear about the date, the reason, and the benefit.
- Offer legacy pricing or one-time discounts if possible.
- Use Encharge to send thoughtful, user-first messaging at scale.
