How to Use Email to Increase Average Order Value
You Don’t Need More Orders. You Need Bigger Ones
Most Shopify brands are obsessed with one thing: “How do I get more sales?”
So they:
Push more traffic
Run more discounts
Send more emails
But revenue still feels… harder than it should.
Because... You’re focused on volume instead of value.
Getting someone to buy again (or buy more) is always easier (and cheaper!) than acquiring a brand-new customer.
And your email strategy, especially inside Klaviyo, is the fastest way to fix that.
Let’s break down how to turn every purchase into a higher-value one.
Why Most Brands Struggle to Increase AOV
It’s not that you don’t have good products.
It’s that your email strategy stops at:
👉 “Here’s the product. Go buy it.”
No follow-up.
No layering.
No strategy to increase cart value.
Common mistakes:
Promoting single products instead of bundles
Ignoring cross-sell and upsell opportunities
Treating every customer the same
Only focusing on first-time conversions
According to your audience’s behavior, this creates a gap:
👉 Customers buy once… but never increase their spend.
That’s where AOV-focused emails come in.
The 5 Email Strategies That Increase Average Order Value
These aren’t “nice-to-have” tactics.
They’re the difference between:
One $40 order
vs.
One $85 order (from the same customer)
1. Build Product Pairing Campaigns
Stop selling products. Start selling combinations.
Most customers don’t know what to buy together.
That’s your job.
Examples:
“Complete the look” emails
“Pairs perfectly with…”
“Customers also bought…”
Why it works:
You remove decision fatigue and guide the purchase.
How to do it:
Feature 1 main product + 2–3 complementary items
Show how they work together
Keep the layout clean and visual
👉 This is one of the easiest ways to increase AOV without discounting.
2. Use Post-Purchase Upsell Emails
The sale didn’t end, it just started
Most brands celebrate the purchase… and then go silent.
Big mistake.
Your highest-converting moment is right after someone buys.
Examples:
“Don’t miss this add-on” emails
“Upgrade your order” offers
“Customers who bought this also loved…”
Why it works:
They already trust you enough to buy once.
How to do it:
Send within 1–3 days post-purchase
Recommend relevant (not random) products
Keep the tone helpful, not pushy
3. Create Bundle-Focused Campaigns
Increase perceived value without relying on discounts
Bundles shift the conversation from:
👉 “Should I buy this?”
to
👉 “This is a better deal.”
Examples:
Starter kits
Best-seller bundles
“Save when you buy together”
Why it works:
Customers feel like they’re getting more without you slashing margins.
How to do it:
Clearly show the value difference
Position bundles as the “smart choice”
Use comparison visuals (single vs bundle)
4. Segment High-Intent Shoppers
Not all subscribers are equal. Stop treating them that way
If someone:
Clicked multiple products
Viewed the same item repeatedly
Added to cart but didn’t buy
👉 They’re primed for a higher-value purchase.
Why it works:
You’re targeting people already close to buying.
How to do it:
Create segments based on behavior in Klaviyo
Send tailored product recommendations
Increase urgency (without overdoing it)
5. Use Threshold-Based Offers
“Spend more to get more” psychology
Instead of discounting everything…
Encourage customers to increase their cart size.
Examples:
“Spend $75, get free shipping”
“Spend $100, get a free gift”
Tiered rewards
Why it works:
People naturally want to “hit the goal.”
How to do it:
Set thresholds slightly above your current AOV
Reinforce the benefit clearly
Use progress-based messaging
👉 This turns small orders into larger ones fast.
Strategy Beats More Emails Every Time
Here’s where most brands go wrong:
They try to increase AOV by:
Sending more emails
Adding more discounts
Copying competitors
But none of that fixes the real issue:
👉 There’s no system behind the strategy.
Inside The Profitable Inbox™, you’re not guessing:
What to send
When to send it
How to structure it
You’re following a proven system designed to:
✔ Increase AOV
✔ Drive repeat purchases
✔ Turn email into a revenue channel
👉 If your emails feel random, this is the missing piece.
How to Turn This Into a Weekly Email Strategy
You don’t need to overhaul everything overnight.
Start here:
Weekly Campaign Mix:
1 Product Pairing Email
1 Value or Story Email
1 Promotional or Bundle Email
Ongoing Automations:
Post-purchase upsell flow
Browse/cart-based recommendations
Monthly Add-Ons:
Threshold campaigns
High-intent segmentation pushes
This creates:
Higher cart values
Better customer experience
More revenue without more traffic
What Actually Increases Average Order Value
Let’s simplify it:
If your emails only focus on:
👉 Getting the first purchase
You’ll stay stuck with low AOV.
If your strategy includes:
Product pairing
Upsells
Bundles
Segmentation
Smart incentives
👉 That’s when revenue starts compounding.
Want a Strategy That Increases Revenue, Not Just Orders?
You don’t need more tactics.
You need a system that makes every email more profitable.
Inside The Profitable Inbox™, you’ll get:
Monthly campaign strategies
Ideas that actually convert
Resources on how to use Klaviyo
👉 Join now and start turning every order into a higher-value sale.