The right way to communicate a car wash price increase is to be clear, confident, and value-driven - while using CRM segmentation to ensure the message fits the customer.
Avoid apology-heavy language, inflation excuses, or vague statements. Instead, explain what’s improving, when it takes effect, and reassure members that no immediate action is required.
Most operators focus on how much they’re increasing prices.
Customers focus on why - and whether they still feel respected.
In practice, churn after a price increase is driven less by the dollar amount and more by:
Surprise
Poor timing
Tone that signals instability or desperation
This is where messaging - not math - determines the outcome.
These phrases increase anxiety and cancellation risk:
Signals a lack of control and temporary thinking.
Frames the change as a mistake instead of a decision.
Triggers loss aversion without offering reassurance.
The fastest way to break trust.
Rule: If the message sounds defensive, reactive, or rushed - expect churn.
High-performing operators anchor price increases to stability and improvement, not cost recovery.
Clarity
What’s changing
When it takes effect
Value
What customers are getting more of
Reliability, speed, equipment, experience
Reassurance
No action needed
Membership benefits remain intact
Confidence
Calm, direct language
No over-explaining
A successful price increase is rarely a single message. The safest approach is a short, predictable communication sequence that removes surprise.
30 days before increase
Email announcement explaining the change and reinforcing value.
21 days before increase
SMS reminder focused on reassurance and "no action needed."
7 days before increase
Final short reminder via SMS and email.
After increase takes effect
Optional confirmation message reinforcing appreciation and service commitment. Nobody does this, but I think it is a fantastic nod to your business-customer respect.
Subject: An Update to Your Music City Car Wash Membership
At Music City Car Wash, we’re committed to delivering a fast, consistent, and high-quality wash every time you visit.
To continue investing in our equipment, locations, and overall experience, the monthly price of your membership will adjust from $29 to $32 monthly starting March 1.
Your membership will continue uninterrupted, and no action is required on your end.
Thank you for being a valued Music City member. We appreciate the trust you place in us every time you visit.
Music City Car Wash
Starting March 1, your membership price will adjust slightly ($29 to $32 monthly) as we continue improving the wash experience. No action needed - your plan stays active.
Thanks for being a member!
STOP2EndMsgs
Subject: Reminder: Membership Update Starting Soon
Just a quick reminder that your Music City Car Wash membership price will update ($29 to $32 monthly) on March 1.
We’re continuing to invest in the speed, reliability, and quality you expect every visit.
No action is required. Your membership will continue as usual.
Music City Car Wash
One more friendly reminder for your awareness:
Your membership update begins March 1.
Thanks for trusting us with your vehicle!
STOP2EndMsgs
Subject: Thank You for Being a Music City Member
We appreciate you being part of Music City Car Wash.
Your continued membership allows us to keep investing in the experience you rely on - clean cars, fast lanes, and dependable service.
We look forward to seeing you at the wash.
Some states require advance notice for subscription price changes, often 30 days or more, and may mandate specific delivery methods or wording. Your team should review any pricing changes and legal risk with your own counsel; this is simply a quick consideration list when doing so.
This communication structure is compatible with stricter states because it:
Provides written notice at least 30 days in advance
Clearly states the effective date of the price change
Avoids ambiguous language
Confirms that no immediate action is required
Best practice for regulated states:
Send the 30-day notice via email
Retain delivery and timestamp records in your CRM (automatic with Rinsed)
Avoid shortening the timeline below the legal minimum
Operators should always confirm state-specific requirements, but a clear 30-day email-first approach satisfies most subscription notice laws.
Although you may think you have every member's contact information, nobody has 100%. On-site signage provides notice to those customers who you can't reach digitally. Most members will visit at least once per month, so I recommend installing this signage 30 days in advance, somewhere between the kiosk and tunnel entrance, to ensure every car drives by it.
We’re investing in a better wash experience.
Membership pricing updated March 1.
Ultimate Wash $29 to $32 monthly.
Thank you for being a Music City Car Wash member.
Not every customer should receive the same message - or the same treatment.
Long-tenured, high-frequency members
Consider delayed increases or softer language
Low-usage or newer members
Lead with value reinforcement and clarity
At-risk members
Trigger reassurance messaging before and after the change
This is where CRM-driven automation reduces churn - not the price itself.
Sending one message to everyone
Over-justifying the increase
Hiding behind “costs” instead of owning improvements
Announcing the change instead of guiding customers through it
No. Apologies imply error. Confidence builds trust.
At least 30 days for memberships. Retail price changes have fewer requirements; usually, signage a week out is most common.
Tip: Use retail price increases as an added tool to convert more retail to memberships.
Yes - but use segmentation and timing to reduce risk.
Poorly communicated ones do. Clear, value-based messaging typically does not.
Customers don’t cancel because prices change.
They cancel because the relationship feels unstable.
Clear messaging, calm tone, and CRM-powered segmentation turn price increases into a non-event, not a churn spike.