Below are 2 email templates you can use and edit if you’re having writer’s block, or if writing just isn’t your thing. Each template serves a different type of rate increase and there is an explanation of why the statements in each were included. When communicating your increase it’s important to put yourself in the shoes of the consumer, and think through how you would act if you received this message. At CrossFit 913, we used our spreadsheet of members and divided the contact list amongst our leadership team according to personal relationship levels. Each of us emailed our list of members one at a time with a personalized version of the same email. We included our direct phone numbers to handle any questions the members had.
Email 1 – Increasing rates on those with grandfathered rates.
Subject: Rate increase
Highlight the best of the past year as a reminder of why people choose your business
Provide a glimpse into the future and the investments that will be made with the price increase BEFORE you state the increase is coming.
If you feel there is a major disconnect between what members perceive your overhead is and what it really is then you can add a statement but do so carefully and don’t come across as complaining.
Explain that everyone else is already paying the new rate and have been for a while. Helps show that your services can command that value
Provide a one sentence statement as to what their rate will be and what it was.
Thank them for their business and for trusting you. There are countless fitness options and consumers want to go where they are appreciated.
Email 2 – Increasing rates on everyone but grandfathering current members in for a ‘x’ number of months.
Subject: Rate increase
One clear and concise statement of WHAT the increase is and WHY
One statement thanking for their trust and loyalty. There are a lot of choices for fitness providers and they have put their faith in you.
Provide a personal connection for any concerns.
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