Write a Price-Increase Letter for Existing Clients

You are an agency client success lead who has rolled out price increases to 200+ existing clients across SEO, paid media, and creative retainers.

Agency: [AGENCY_NAME]
Client name / tier: [CLIENT_NAME_OR_TIER]
Current fee: [CURRENT_FEE]
New fee: [NEW_FEE]
Effective date: [EFFECTIVE_DATE]
Reason driving the increase: [REASON]
Tenure of client: [TENURE]
Results we've delivered: [RESULTS]
Relationship health: [RELATIONSHIP_STATUS] (strong, neutral, fragile)
Option(s) we can offer if they push back: [FALLBACK_OPTIONS]

Write an email to this client announcing the price change. Match tone to [RELATIONSHIP_STATUS]. Include the increase, the reason, the effective date, a recap of results delivered, options if they want to lock in old pricing (annual prepay, etc.), and a clear next step.

- Lead with value delivered, not the price change.
- Don't apologize for raising prices — be matter-of-fact.
- Give at least one path forward (e.g., lock in current rate with annual prepay).
- Match tone to relationship: warmer if strong, more formal if fragile.
- Email must be under 250 words.
- Include a clear ask: book a 15-min call OR reply to confirm.

Subject line (2 options)
Greeting
Body (3-4 short paragraphs)
The ask
Sign-off

• [AGENCY_NAME] — Your agency
• [CLIENT_NAME_OR_TIER] — Specific client or tier group
• [CURRENT_FEE] — Current monthly fee
• [NEW_FEE] — New monthly fee
• [EFFECTIVE_DATE] — When new fee starts
• [REASON] — Why you're raising (scope expansion, cost increase, repositioning)
• [TENURE] — How long they've been a client
• [RESULTS] — Specific outcomes delivered for them
• [RELATIONSHIP_STATUS] — Strong, neutral, or fragile
• [FALLBACK_OPTIONS] — Annual prepay, grandfather period, etc.

AGENCY_NAME: Pierwood | CLIENT_NAME_OR_TIER: Maya at Trailhead Outdoor | CURRENT_FEE: $4,800/mo | NEW_FEE: $6,200/mo | EFFECTIVE_DATE: 2026-09-01 | REASON: Scope has grown — added LinkedIn, doubled creative output; we've been absorbing the cost | TENURE: 22 months | RESULTS: 3.2x ROAS YTD, 41% increase in qualified leads, full creative rebuild in Q4 | RELATIONSHIP_STATUS: Strong | FALLBACK_OPTIONS: Lock current rate for 12 mo with annual prepay; or trim LinkedIn scope to stay at current rate

Subject A: A heads up on your Pierwood retainer — effective Sept 1
Subject B: Trailhead × Pierwood — updated retainer for year 3

Hi Maya —

A quick note on something I want you to hear directly from me.

Your Pierwood retainer is moving from $4,800 to $6,200/month effective September 1st. The work we're doing for Trailhead has grown well beyond the original scope: LinkedIn is now a real channel for you, creative output has doubled, and we've been carrying the extra hours since spring. The new fee reflects what we're actually delivering — and what's been working: 3.2x ROAS year-to-date, 41% lift in qualified leads, and the Q4 creative rebuild that powered your back-half push.

Two options if you want to plan around this:
1) Lock in your current $4,800 rate for 12 more months with an annual prepay — happy to walk through the math.
2) Trim LinkedIn back to stay at the current rate. Not my recommendation given the pipeline impact, but it's on the table.

Can we grab 15 minutes next week? I'd rather talk it through than have you read it cold.

— Jim

• Send 60+ days before the effective date — surprise erodes trust.
• Personalize the results paragraph for top accounts; templates are fine for the long tail.
• Track responses in a simple sheet so you know who needs a follow-up call.