How to Increase Your Average Order Value (AOV) with Email Upsells

Increasing your ecommerce store’s average order value (AOV) is one of the most efficient ways to scale revenue without spending more on ads. While acquiring new customers is vital, squeezing more value from every transaction can boost profits dramatically—and faster.

Email upsells. When executed well, upselling via email helps you suggest higher-value or complementary products, guiding your customer toward a bigger basket total. It’s targeted, low-cost, and completely automatable with tools like Klaviyo, Mailchimp, and Omnisend.

In this guide, we’ll unpack the smartest email upsell strategies designed to increase AOV—along with copy tips, layout best practices, and testing frameworks to ensure long-term success.

Understand AOV and Why It’s Crucial for Growth

What Is Average Order Value (AOV)?

Your Average Order Value is the average amount a customer spends each time they place an order. It’s calculated using this simple formula:

AOV = Total Revenue / Number of Orders

Let’s say you generate $10,000 from 200 orders—your AOV would be $50.

Understanding your AOV helps you track how much value you’re getting from each customer interaction—and more importantly, it uncovers how much you can reinvest in marketing without tanking your margins.

How Small Increases in AOV Drive Big Impact

Boosting AOV by even 10-15% can have a massive impact on overall revenue. Here’s why:

• Better ROI on Ad Spend: If your customer acquisition cost (CAC) stays fixed, but each order brings in more revenue, your profit per sale goes up.
• Stronger Customer Value: You’re increasing lifetime value (LTV) without having to chase additional traffic.
• Faster Path to Profitability: For new or scaling ecommerce brands, every extra dollar of AOV helps offset overhead costs more efficiently.
  

When paired with email marketing—a channel known for high engagement and ROI—the potential to raise AOV becomes exponential.

Email Upselling Tactics to Boost AOV

Now that you understand how crucial AOV is to ecommerce growth, it’s time to explore the real game-changer—email upselling tactics. These strategies allow you to increase the value of every transaction while improving the customer experience by delivering more relevant, helpful recommendations.

Post-Purchase Upsell Flows

Most brands miss this golden window: the time immediately after a purchase. Your customer has just said “yes” to your brand—now is the perfect time to suggest additional value.

• Follow-up with Complementary Products: Use email automation to suggest items that pair well with what they just purchased. For example, if someone bought a camera, offer a memory card, tripod, or lens cleaner.
• Limited-Time Offers: Use urgency (e.g., “Add this within 24 hours for 10% off”) to encourage impulse buys before their order ships.
  

These post-purchase flows feel less like a sales push and more like helpful recommendations when done right.

Dynamic Product Recommendations

Personalization is powerful. Customers are far more likely to add to their order if what you're suggesting is genuinely useful.

• Based on Purchase or Browsing History: Platforms like Klaviyo allow you to send automated emails that suggest relevant products using dynamic content blocks.
• Predictive Analytics: Use AI-driven recommendations to suggest the next likely purchase based on user behavior and historical data.
  

This level of personalization increases engagement, reduces cart friction, and maximizes AOV without guesswork.

Bundle and Save Offers

People love a deal—especially when it's packaged with perceived value.

• Frequently Bought Together: Recommend bundled items that naturally go with the initial purchase.
• “Complete the Set” Offers: Encourage customers to buy related products to finish a look, outfit, or setup.
• Tiered Discounts: “Spend $75, get 10% off” encourages customers to spend a bit more to unlock savings.
  

The psychology behind bundles taps into FOMO and value perception—two forces that drive conversion and bigger cart sizes.

Design and Copy Best Practices for Upsell Emails

Even the best offer can fall flat without compelling design and copy. Here’s how to make your upsell emails not only look great but also convert.

Crafting a Clear CTA

The call-to-action (CTA) is the tipping point between an engaged reader and a conversion. Make it impossible to miss.

• Use Action-Oriented Language: Try “Upgrade My Order” or “Add This to My Cart” instead of the generic “Shop Now.”
• CTA Placement Matters: Place your button above the fold and repeat it at the end of longer emails.
• Use Color Contrast: Make sure your CTA button stands out from the rest of the email visually.
  

Visual Hierarchy and Product Layout
Your upsell emails should make it easy to say yes.

• Use Clear Product Images: Show the recommended items in high resolution, ideally in a lifestyle setting.
• Mobile Optimization: Over 60% of emails are opened on mobile. Use single-column layouts and tap-friendly buttons.
• Use White Space: Avoid clutter. Let each upsell item breathe on the screen.
  
  

Subject Lines That Sell
You only have one shot to get opened—make it count.

• Create Curiosity: “Forgot something that goes with your last order?”
• Highlight Benefits: “Boost your results with this add-on”
• Use Urgency or Scarcity: “Only 12 hours left to complete your order!”

Subject Lines That Sell

Your email’s subject line is its handshake—your one shot to make a first impression and get the open. With inboxes more crowded than ever, you need to earn attention in just a few words. A well-crafted subject line can dramatically improve open rates and set the tone for a successful upsell.

Create Curiosity
Humans are naturally wired to seek closure—use that to your advantage. Subject lines that hint at something intriguing or unresolved make readers want to click.

• Example: “Forgot something that goes with your last order?”

A/B Testing Upsell Emails
Even small changes in your email can lead to major lifts in performance. Here’s how to structure effective A/B tests:

• Subject Line Tests – Try urgency vs. personalization vs. curiosity-driven language.
• Product Placement – Test which products drive more clicks when featured more prominently.
• Offer Type – Test bundle discounts, limited-time offers, or loyalty points to see which converts best.
• CTA Variations – Try different button copy (“Add to Cart” vs. “Unlock This Deal”) or positions in the email layout.
  
  Make one change at a time and let the test run long enough to collect statistically valid data. Once you find a winner, implement it—and move on to the next experiment.

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Frequently Asked Questions (FAQs)

1. What is AOV and why does it matter?
   AOV stands for Average Order Value. It measures how much customers spend per order and helps increase profitability.
2. How can emails increase AOV?
   Strategic upsells, bundles, and personalized recommendations via email encourage customers to add more to their cart.
3. When should I send upsell emails?
   Right after a purchase, during delivery, or as part of a post-purchase sequence are all great times to upsell.
4. Which tools can I use for email upselling?
   Klaviyo, Mailchimp, and Omnisend offer advanced automation and personalization features ideal for upsells.
5. What should I test in upsell emails?
   Subject lines, CTAs, product suggestions, and offer types are all testable elements to boost performance.