Putting prices up is the email most small business owners put off for months. They know they need to. They know costs are up. But they're scared customers will leave — so they stall, eat the margin, and eventually send a three-paragraph apology that sounds like they've done something wrong.
Here's the thing: done properly, a price-increase email loses almost no customers. People understand that rents, staff costs and suppliers all go up. What they don't understand (and don't forgive) is finding out at the till.
This is how to write the email in a way that's clear, calm, and keeps the relationship intact.
The four rules of a price-increase email
- Give notice. Two weeks minimum, four is better. Never let a customer be surprised at the counter.
- Lead with the fact, not the feelings. The first two lines should contain the new price and the date it starts. Everything else is context.
- Don't over-apologise.A single “thank you for your patience” is fine. Four paragraphs of grovelling makes the customer nervous.
- Don't over-explain.One clear reason (energy, supplier costs, minimum wage) is enough. Don't write a spreadsheet.
Five email examples, for five kinds of business
Hair salon telling regulars about a £5 increase
Subject
A small change to our prices from 1 June
Hi, A quick note to let you know our prices are going up by £5 across cuts and colour from 1 June 2026. A standard cut will be £40, and colour starts at £80. It's the first increase in two years, and it's there to cover the cost of better products (we've switched to a salon-grade range) and the rise in our team's wages. Any existing bookings in your diary before 1 June are at the current price — nothing changes there. Bookings on or after that date will be at the new rate. Thanks as always for the support. See you soon. — Rachel, Pollen, Lewes
Plumber / trade — updating a call-out rate
Subject
Updated call-out rate from next month
Hi, Heads-up that our call-out rate is going up from 1 May. Standard call-out will be £95 (from £80), and our hourly rate £65 (from £55). Fuel, materials and van insurance have all crept up over the last year and we've held prices for as long as we could. This brings us in line with other trades in the area. Existing bookings already in the diary stay at the old rate. Anything new from 1 May onwards will be charged at the new rate. As always — any questions, just ring me. — Sam, Thompson Plumbing
Café or restaurant — reprinting the menu
Subject
A small menu update from 15 May
Hi, When our new menu goes up on 15 May, you'll notice a few prices have moved. Most dishes have gone up by 50p–£1. The lamb stays where it is because we've renegotiated with our supplier — small wins. It's the first real change in eighteen months. Energy and produce have both gone up more than we can absorb, and we'd rather put prices up a little than cut corners on the food. Thanks, as always, for choosing us. See you soon. — The Anchor, Alfriston
Subscription / service business — monthly customers
Subject
Your subscription price from 1 July
Hi, From 1 July 2026, your monthly subscription will move from £35 to £39. It's the first change since we launched two years ago. In that time we've added the scheduling tool, doubled the template library, and hired two more people on support. The new price keeps that going. There's nothing you need to do. Your next invoice on or after 1 July will reflect the new rate. If you'd rather not continue at the new price, you can cancel any time from your account page — no hard feelings. Thanks for being with us. — James
Care agency — keeping families in the loop
Subject
A small fee change from September
Dear families, I'm writing to let you know that our hourly care rate will increase by £1.50 from 1 September. Our weekday rate will be £28.50 (from £27), and weekend rate £32. This is entirely about the wages we pay our carers. We're committed to paying above the sector average so we keep good, consistent staff — the same faces, week after week, that you and your loved ones know. That's what this increase funds. If you have any questions, please ring me directly on 01273 000 000 — I'd rather talk it through than leave you wondering. Warm regards, Hafid, Sussex Care
What not to write
- “Due to unforeseen circumstances …” — vague, defensive, and sounds like corporate jargon. Say what the actual reason is.
- “Unfortunately, regrettably, sadly …” — pick one emotional word at most. Piling them up makes you sound guilty.
- “We hope you'll understand …” — they will, because it's a tiny rise and you explained it. You don't need to beg.
- A long list of justifications.One sentence of reason is enough. Four paragraphs feels like you're on trial.
The 30-second version
These emails take ten minutes to write properly and two months of stalling to write badly. If you'd rather not stare at a blank screen, paste a one-line brief into WriteEasy (“Tell my salon customers prices are going up £5 from June 1”) and we'll draft the whole email in your voice. Read it, tweak a line, send.
Write the price-increase email you've been putting off.
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Try WriteEasy free →The worst price-increase email is the one that never gets sent. Your margin shrinks, your stress rises, your staff don't get a pay rise. Ten clear lines, four weeks' notice, and you're done.