Unpopular opinion (maybe): Charge More is not always the answer. Software is still extremely high margin and keeping prices low enough to make indefinite renewal a no-brainer and switching not worth the effort may positively trade lower ARPU for higher long-term retention.

Specific thought that triggered this: most email marketing tools feel priced at or above the value I receive, which makes me much more likely to switch to a slightly better/cheaper option than one that was delightfully delivering far more value than they charged.

An example: Spotify could definitely charge me 3-4x what I pay now (it's literally all the music on Earth). But it's way under-priced relative to value. So when I tried Apple Music, it was actually a little better, but just not worth it to me to switch.

There are some great products, that are I think priced very close to limit of willingness pay (Superhuman, Front, Intercom, Drip come to mind) which I believe increases the likelihood of customer switching to competitors long-term.

Whereas Zapier, Sanebox, Cloudflare immediately come too mind as products I would absolutely pay a lot more for and thus wouldn't even consider switching. Not saying one is right or wrong, just something to factor in.