Shownotes:

When SaaS companies raise their prices, the internet explodes – but why do some brands face massive backlash while others skate by unscathed? If you're Jess Haney, you don’t just follow the drama, you collect over a dozen pricing increase emails, analyze the social media storms that follow – and distill the patterns into a must-read report. From Canva's rollback to Kit's creator rebellion, discover what makes customers rage-quit versus grudgingly accept – and the three non-negotiables that could save your next price increase from becoming a PR disaster.

About our guest

Jess Haney is the founder and head strategist of Open Loop Studio — a lifecycle email agency for B2B SaaS companies with free trials who are ready to increase conversions and turn trial users into revenue.

Ideas you don’t want to miss

(4:45) Why companies should take social media price increase rants seriously – even if they seem overblown (6:34) The crucial (and easily reversible!) mistake that sends angry customers to social media (9:36) The only reality where brands get positive reactions to price increases – and how to spin that to your advantage (16:48) Jess's non-negotiable rules for price increase emails (hint: no-reply = no-no) (20:38) The Kajabi paradox: why a well-written email still generated massive complaints (24:42) What Jess swipes religiously (and it's not promotional emails)

Links from this episode

Take 76% off the complete email toolkit with our Black Friday Blowout Bundle. And as an Email Swipes listener, you get an extra 10% off with coupon code 10OFFBFCM25!

Grab Jess's free Price Increase Email Report to see what 10+ SaaS companies did right (and wrong) with their pricing announcements

Follow Jess on LinkedIn and YouTube or book a lifecycle call

Listen to Ep. #30 with Rand Fishkin about SparkToro's intentional approach to customer communication

Revisit Ep. # 42 for how I handled Detrack’s pricing increase email – and compare my approach to the insights Jess shared today

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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♻️ This is a replay episode originally aired on September 25, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

Let’s dive into the strategies and methods used in the SparkToro feedback-slash-winback email, featured in Episode 30.

Ideas you don’t want to miss

(03:54) Takeaway 1: 1:1-style personal emails don’t have to be (or usually shouldn’t be) all or nothing

(04:48) Takeaway #2: Flex those humility muscles before asking for customer feedback

(05:55) Takeaway #3: Use email content to take shared values further

(08:00) Takeaway #4: Learn (and use) your customers’ lifecycle

(08:49) Takeaway #5: Use choice to increase relevance when you don’t have the right data

(09:17) Takeaway #6: Don’t blindly follow your competition

(10:02) Takeaway #7: Understand screen fatigue and cut whatever you can

Links from this episode

Take a look at the emails we featured in Ep. 30

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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

Subscribe to Email Swipes and never miss another episode

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Shownotes:

♻️ This is a replay episode originally aired on September 18, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When your audience only needs your software inconsistently, how do you distinguish between disappointment or product misalignment – and natural lifecycle usage? If you’re Rand Fishkin, you send an all-rounder email that collects product feedback, updates churned customers, and improves the world’s home Italian cuisine – all at the same time.

About our guest

Rand Fishkin is cofounder and CEO of SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter.

Ideas you don’t want to miss

(08:42) How SparkToro tag teams their email communications – and how each sender flavors their emails with unique perspectives

(11:50) The unique lifecycle of the SparkToro customer – and the even more unique response and encouragement of the SparkToro team and communications

(19:11) How feeding bias into the email copy actually improves responses and gives the team better feedback

(19:57) How they keep this email updated, without maxing out the team

(21:31:) Why you shouldn’t use cream in your pasta – and what you should do instead

(22:33) The simple filter that helps the team deprioritize the requests that won’t serve their core customers

(27:01) The changes Rand wants to make to this email (and every other email he sends)

Links from this episode

Take a look at the emails we’re talking about today

Discover the websites, blogs, podcasts, social accounts, and publications that reach your audience with SparkToro

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Connect with Rand on LinkedIn

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

Subscribe to Email Swipes and never miss another episode

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♻️ This is a replay episode originally aired on February 26, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

Let’s dive into the strategies and methods used in the Semrush case study email, featured in Episode 36.

Ideas you don’t want to miss

(02:58) Takeaway #1: Use 1-off communications as a testing playground

(04:15) Takeaway #2: Don’t just collect data, use it too

(05:27) Takeaway #3: Make room for the crazy

(05:51) Takeaway #4: Share, collaborate, and build in public

(06:08) Takeaway #5: Change up the sender name and branded elements to create a pattern interrupt

(08:05) Takeaway #6: Tap into your teams for insights

(09:05) Takeaway #7: First strategy, then copy

Links from this episode

Take a look at the emails we featured in Ep. 36

Explore more on how teams vs. customers view brands in our episode with Bit.ly

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

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

Subscribe to Email Swipes and never miss another episode

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Or find on your favorite podcast player

♻️ This is a replay episode originally aired on February 19, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

What happens when you’re reviewing email performance and a team member suggests combining your two best emails? If you’re Taylor Raffa of Semrush, you agree – and develop a home run email that wins again and again across all products and price points.

About our guest

Taylor Raffa is the Mass Email Team Lead at Semrush, a leading SaaS platform for digital marketing. Her team crafts engaging newsletters, drives impactful campaigns, and fosters a strong culture of connection. With over a decade of international email marketing experience across diverse industries, Taylor has worked in the US, France, and now the Netherlands.

Ideas you don’t want to miss

(02:40) How Semrush (brilliantly) structures their email team

(05:12) The “wild idea” behind the template mosh

(09:15) The tangible and intangible results of this email combo

(11:18) The #1 factor Taylor thinks gave the email success

(07:15) The design elements and shifts that contributed to this email’s success

(19:06) How they've adapted the email since – across multiple price points and products

(20:10) The brand that has Taylor “smelling the store” in her inbox

Links from this episode

Take a look at the email we’re talking about today

Check out all the way-more-than-SEO offerings from Semrush

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

Get sensory overload in your inbox when you subscribe to Lush’s emails

Connect with Taylor on LinkedIn

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

Subscribe to Email Swipes and never miss another episode

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Or find on your favorite podcast player

♻️ This is a replay episode originally aired on April 09, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

Shownotes:

Let’s dive into the strategies and methods used in the Detrack pricing increase email, featured in Episode 42.

Ideas you don’t want to miss

(04:08) Takeaway #1: Create a game plan for adoption, especially when customers differ from users

(04:49) Takeaway #2: Money is not logical - even a $1 increase will bring up the migration question

(06:50) Takeaway #3: Sweep your copy for show vs. tell

(07:56) Takeaway #4: Add a curiosity element to clear subject lines to entice opens

(08:40) Takeaway #5: Sweep your copy for specificity

(10:10) Takeaway #6: Don't get too cute with transactional emails or crisis emails

Links from this episode

Take a look at the email we featured in Ep. 42

Check out the Slack pricing change email that inspired additions to this Detrack email

Edit like a pro with the Copyhacker’s copy sweeps method of editing

Plan more effective emails with my Ecomm Playbooks (especially the Transactional Emails Playbook or the Crisis Emails Playbook) or SaaS Success Pack

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

Subscribe to Email Swipes and never miss another episode

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Or find on your favorite podcast player

♻️ This is a replay episode originally aired on April 02, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

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

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

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Google Podcasts

Or find on your favorite podcast player

♻️ This is a replay episode originally aired on May 28, 2025. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

Let’s dive into the strategies and methods used in the Four Sigmatic Black Friday email, featured in Episode 48.

Ideas you don’t want to miss

(2:04) Takeaway #1: Vet your projects using the Four F’s

(3:02) Takeaway #2: The best copy marries creativity AND data

(4:06) Takeaway #3: Pretty emails can (and should!) be persuasive

(4:43) Takeaway #4: Let your customers fill your content calendar by mining reviews for email ideas

(6:07) Takeaway #5: My creative brainstorming process (lots of words, a little magic)

(7:06) Takeaway #6: Make sure your segmentation strategy is pulling its weight (I know, I’ve said this one 100x before!)

Links from this episode

Take a look at the emails we featured in Ep. 48

Dig into the 4 F's framework in Michal Eisik’s Profitable Freelancer

Listen to how Drizly, PowerUp Toys, and Awara marry pretty and persuasion. There are lots more examples in my Ecomm Playbooks too!

Turn customer reviews into email campaigns with my Campaign Ideation Masterclass - just 31 minutes for $43

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Free consult when you sign up to Kit (formerly ConvertKit) using this affiliate link. Terms and conditions here.

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

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

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Google Podcasts

Or find on your favorite podcast player