# How to follow up with users who visited your pricing page

> Which pricing page visits deserve an email, when to send it, and what to say, with example upgrade emails built on what each user did around the visit.

Source: https://behavly.io/guides/pricing-page-follow-up · Updated October 10, 2026

A pricing page follow-up is an email to a signed-in user who looked at your plans, written to answer the question that sent them there: usually whether a plan covers what they are trying to do, and what it takes to get there. A pricing visit is one of the clearest intent signals a product gets, and also one of the most ambiguous. The same page view can mean “ready to buy”, “checking whether I am about to hit a limit” or “comparing you with someone else”. The follow-up works when it is built on what the person did around the visit, not on the visit alone.

This guide is about your own signed-in users, the people already in your product. An anonymous visitor on your pricing page has not given you an address or permission to write, and is not someone to email. For the general approach of writing to users based on what they do, see [the behavioral email guide](https://behavly.io/guides/behavioral-email).

#### Which pricing page visits deserve a follow-up?

Not every visit. Someone who glances at pricing on day one, before doing anything in the product, is checking what they are getting into. An email about plans at that point pushes a decision they are not ready to make. The visits worth answering are the ones that come with context:

| What happened | What it usually means | Follow up? |
| --- | --- | --- |
| One visit, early, little product use | Curiosity, or checking cost before investing time | No. Let onboarding do the work |
| Visited right after hitting a plan limit (seats, projects, usage) | They are blocked now and looking for the way through | Yes, and soon. This is the strongest signal on the list |
| Repeat visits within a few days | Actively deciding | Yes |
| Visited after inviting teammates or using a team feature | The team, not the individual, is becoming the buyer | Yes, about the plan for a team |
| Switched between monthly and yearly, or opened one plan’s details | Narrowing to a specific plan | Yes, name that plan |
| Started checkout and left | Something stopped them at the last step | Yes, about the likely blocker: billing method, invoices, approval |
| Read pricing alongside docs for one feature (SSO, API, exports) | Checking a requirement | Yes, answer the requirement directly |
| Paying customer viewing pricing | Could be an upgrade, could be downgrade or cancellation research | Carefully. See [churn prevention emails](https://behavly.io/guides/churn-prevention-emails) |

#### Read the visit in context

Three questions turn a page view into something you can write to:

- **What did they do before?**: How deep their use goes: how many projects, teammates, records or sessions. This is what tells you which plan fits, and it is the raw material for a recommendation in their numbers rather than yours.
- **What did they look at on the page?**: How far they scrolled, which plan they opened, whether they toggled billing periods or read the FAQ. Someone who stopped at the top saw prices; someone who read the comparison table was matching features.
- **What did they do after?**: Went back into the product, left entirely, or opened checkout and stopped. Each leads to a different email, and an upgrade in the meantime means no email at all.

#### When to send a follow-up email after a pricing page visit

Not within minutes. An email that lands while the pricing tab is still open feels like being watched, and it interrupts a decision the person was in the middle of making on their own. A few hours later, or the next morning during their working hours, reads as a timely note instead.

| Situation | When to send | What the email does |
| --- | --- | --- |
| Hit a limit, then viewed pricing | Same day, within their working hours | Explains the plan that removes that limit and what carries over |
| Repeat visits, no limit hit | The next working morning | Recommends one plan from their own usage |
| Left checkout | The next working day | Addresses the most likely blocker, and offers a person for anything else |
| Trial ending soon | Fold it into the trial-ending email | One message, not two. See [trial-to-paid emails](https://behavly.io/guides/trial-to-paid-emails) |

One email per signal is the rule. Send a second only when a new signal arrives, such as another visit or another limit hit, not because a timer ran out. And check right before sending that they have not already upgraded: an upgrade email to someone who just paid is the fastest way to make a new customer feel like a target.

#### What to say in an upgrade email

- **Recommend one plan, and say why in their numbers.** “You have four teammates and 12 active projects; Studio covers both” does the comparison for them. Pasting the whole pricing table hands it back.
- **Say what carries over.** People hesitate to upgrade when they are unsure whether their data, settings or history survive the switch. One sentence settles it.
- **Answer the blocker you can see.** If they hit a limit, name it. If they read the SSO docs, say which plan includes SSO. If they left checkout, mention invoicing or annual billing if those exist.
- **Do not pretend you did not notice, but do not narrate.** “Since you are weighing plans” is fine. A timestamp of their visit is not.
- **One link, straight to checkout or the plan page with their account selected.** Every extra click between the email and the payment step is a place to stop.
- **Send from a person who can answer.** Pricing questions often need a human: procurement, security reviews, invoices in another currency. A reply-able address catches those.
- **Skip the discount.** If pricing visits reliably produce an offer, people learn to visit pricing and wait. Annual billing, if you have it, is already the discount most buyers expect.

#### Pricing page follow-up email examples

These use Larkspur, a made-up project-tracking tool for small agencies, with a Solo plan and a Studio plan. Each email answers one situation from the table above.

After hitting a plan limit

> Subject: Your fourth client project and the Studio plan
>
> Hi Marco,
> 
> You’ve just set up a fourth client project in Larkspur, one more than the Solo plan holds. Studio covers up to 15 projects and keeps the time logs you’ve already recorded on the first three.
> 
> Upgrading takes a minute, and your projects stay exactly as they are.
> 
> Here’s Studio with your workspace already selected: [link]
> 
> Aisha

After repeat visits, with a team forming

> Subject: Larkspur for you, Jo and Ben
>
> Hi Marco,
> 
> Jo and Ben have both logged time in your workspace this week, which makes the three of you a team. On Studio each of them gets their own login, so their hours stop going through yours and show up under their own names in client reports.
> 
> You can add them in the same step as upgrading.
> 
> See Studio for three people: [link]
> 
> Aisha

After leaving checkout

> Subject: Paying for Larkspur by invoice
>
> Hi Marco,
> 
> If the card step is what held up your Studio upgrade, many agencies need an invoice for their accountant instead. Larkspur can bill your company monthly or yearly by invoice, with your VAT number on it.
> 
> Enter your billing details once and the first invoice arrives the same day.
> 
> Set up invoice billing: [link]
> 
> Aisha

After comparing monthly and yearly

> Subject: Studio, monthly or yearly
>
> Hi Marco,
> 
> At your current pace of four client projects and about 60 logged hours a month, Studio fits comfortably. Paying yearly works out to two months free, and you can switch to monthly at renewal if your client load changes.
> 
> Both options are on one page, with your workspace filled in.
> 
> Compare them here: [link]
> 
> Aisha

#### Mistakes to avoid

- **Emailing every pricing view.** Day-one curiosity is not buying intent. Wait for context: a limit, repeat visits, a team forming.
- **Sending within minutes.** Speed reads as surveillance here, not service.
- **“Any questions about pricing?”** It is the upgrade-email version of “just checking in”: it asks the reader to do the work of figuring out what you could tell them.
- **Five emails off one visit.** A single page view does not justify a sales sequence. One email, and a second only on a new signal.
- **Missing that they already upgraded.** Check right before sending, not when the email was queued.
- **Treating every paying customer’s visit as an upsell.** Some are researching a downgrade or a cancellation. Look at their usage trend before deciding which email they need.
- **Trying to identify anonymous visitors.** Buying data to put names to strangers on your pricing page erodes trust and is a legal risk in many places. Write to people who signed in or gave you their address.

#### How to run pricing page follow-ups in Behavly

Behavly ties each pricing visit to the signed-in person who made it, alongside everything else they did, and writes the follow-up from that history.

1. Install the tracking snippet from **User Activity → Setup** on every page your signed-in users see, including the pages where they view plans and billing. The snippet detects the signed-in session itself; there is no identify call.
2. See who has been looking. In **User Activity → Identified Users**, filter **Pages visited** with something like `pricing, /billing` and set **Last seen** to the last 7 days. Each row shows the person’s pages and sessions, and opens their own heatmap.
3. Turn that group into an audience by describing it as a pattern in plain language, such as “people who visited /pricing and were seen in the last 7 days”. You see who matches and how many before anything is saved, and a saved pattern re-runs on current data each time it is used.
4. For an always-on follow-up, create a Behavly-Agent campaign in **Campaigns → New Campaign** with that pattern as who enters. Behavly re-checks the group every 10 minutes and each person enters once, the moment they qualify.
5. Add a **Plain text by Behavly Agent** step and use **Instructions for Behavly Agent** to say what the email is for, for example: recommend the one plan that fits what they have used, say what carries over, one link to upgrade. Behavly writes it for each person from their own activity.
6. If your product sends an `upgraded` event with `behavly.track`, set it as the path’s **Goal**, turn on **They reach the goal** under **Leave the path when**, and use **Skip if they already did it** so anyone who upgrades never gets the email.
7. Keep the default **Sending window** (weekdays, 9:00 AM to 6:00 PM in each person’s timezone) so nothing lands in the middle of the night. Use **Preview** to read the email for a real person, and turn on **Hold Behavly-written emails for approval** so you approve the emails before they go out.

Emails go out from your own mailbox, connected in **Settings → Email**. Replies, including the procurement and invoicing questions, arrive in the Inbox with the person’s site history attached, and **Reply with Behavly** drafts an answer for you to edit. The Agent’s step results show sent, opened, clicked, replied and reached goal, so you can see which email produced upgrades rather than just opens.

> Note: Agents are on Starter and above. On the free plan, a one-time campaign to the same pattern covers the people who looked at pricing this week.

_Heatmaps open on your own pages, for everyone or for one person._

## Questions

### Should you email someone right after they visit your pricing page?

No. Wait a few hours, or until the next morning in their timezone. An email that arrives while they are still on the page feels like being watched and interrupts a decision they are making on their own.

### Can you follow up with anonymous pricing page visitors?

Only once they have signed in or given you their address. An anonymous visitor has not given you a way, or permission, to write, and buying data to identify them erodes trust.

### What should an upgrade email say?

Which plan fits what the person has already done, why in their own numbers, and what carries over when they switch. End with one link to the plan or checkout with their account already selected.

### How many follow-up emails should a pricing page visit trigger?

One. Send a second only when a new signal arrives, such as another visit or a plan limit, and stop the moment they upgrade or reply.

### Should a pricing page follow-up include a discount?

Not by default. If pricing visits reliably produce an offer, users learn to visit and wait; answer the real blocker instead, whether that is a limit, a missing feature or a billing method.

## Related

- [Trial-to-paid emails: what to send during a free trial, based on usage](https://behavly.io/guides/trial-to-paid-emails)
- [Churn prevention emails: what to send when usage drops](https://behavly.io/guides/churn-prevention-emails)
- [Filtering The Visitor Lists](https://behavly.io/help-center/user-activity/filters)
- [Behavly Agent Campaigns](https://behavly.io/help-center/campaigns/behavly-agents)