Send multiple emails. Send at least two versions of your pricing update email (more is okay too, if that makes sense for your situation). Our Member Messages feature is a great option for sending email campaigns directly to members of a specific plan. It’s also the most direct and accurate option for communicating a pricing update to all active members. Even if you typically use a third-party platform like Mailchimp, using Member Messages ensures all affected customers receive your emails — including any who may have unsubscribed from your third-party email list.

Clearly communicate the value included. You’ve determined your membership has increased in value, so clearly communicate that (with tangible examples!) to your customers. Use the “show, don’t tell” approach to demonstrate the real benefit they’ll continue to receive as a member.

Prepare to offer support to migrated customers. It happens — some migrated customers may be unhappy with a pricing increase. Sometimes, that’s because they didn’t see the email notifications of their plan migration and are surprised by the new amount they were charged. In some cases, they simply don’t like paying more than they paid previously. Be prepared to field these issues and resolve them as smoothly as possible. Some ideas: 

• Offer customers the opportunity to connect with you regarding any questions or concerns. You can add a simple line to your emails announcing the pricing update: “Please reply to this email if you have any questions regarding the upcoming pricing change.” This can help address concerns in advance, before the migration.
• Create a discount code that can be applied as a courtesy to customers who are unhappy with the migration. For example, X% off their subscription for the first 3 months, to ease the transition into new pricing.
• Draft a calm, professional response for your team to send (it’s easier to prepare that in advance than on the fly when responding to an issue).