How to do price increase emails

The dos and don’ts: a case study of Zwift

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Two months ago, I started virtual cycle trainer Zwift to help train for a triathlon.

At the time, it was raining outside, it was cold, and my bike had gathered so much dust from lack of use.

If you don’t know Zwift, think Peloton for cycling keen beans.

For £12.99 a month, it was super cheap for the value.

However, now the weather has started to heat up. I’m out on my bike more now in the **fresh** London air.

But last week, I got this email:

Important changes to your subscription

🚨🚨🚨

It was a price rise email — not an easy thing to do by any means. And not just any price rise: near 40%.

Even though I love the product, the email was lacklustre.

Not only because I’m a new user and I’m not ‘hooked yet’ (this was the third email I received from them ever) but also because of the content of the email.