How Detrack used a simple feature table in email to increase prices amidst economic uncertainty – without losing customers | Raising Rates
Description
Shownotes:
When you're a logistics app that hasn't raised prices in close to a decade – during economic uncertainty and amidst industry-wide price hikes – how do you break the news without breaking customer trust? First, craft a transparent, compassionate email – then swipe a simple progress infographic to prove value.
Ideas you don’t want to miss
(3:11 ) Why the Detrack app is “ugly” (their words!)
(4:43 ) The 2 factors that made Detrack nervous about communicating their upcoming price increase – and the hidden blessing in the negativity
(5:28 ) The basic strategy every pricing increase series needs
(5:42 ) How seeing Slack’s price increase communication influenced this email
(9:07 ) The simple solve for offer conflicts
Links from this episode
Take a look at the emails we’re talking about today
Check out the Slack pricing change email that inspired additions to this Detrack email
ADD ConvertKit consult blurb
Learn more about how legacy users need help with new feature updates in Episode 3 with Devin from Bit.ly
Leverage transactional emails with Nikki's Post Purchase Transactional Playbook
Follow Nikki on LinkedIn
Get Nikki's email musings at nikkielbaz.com/subscribe
Let me know what you thought about the episode by emailing podcast@nikkielbaz.com
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