Your email strategy is more important than ever during the holidays with increased competition, higher stakes for revenue, and a limited window for action. Email isn’t just a channel for driving traffic, but it’s a revenue accelerator. Increasing email average order value (AOV) allows your brand to boost overall revenue without increasing acquisition costs, improve marketing ROI, and strengthen customer relationships through relevant, valuable content. 

The key? Emails should guide customers toward higher-value purchases with thoughtful product curation, bundling, and incentives—rather than just sending more promotions.

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How to Increase Email AOV During Peak Season:

Gift Guides by Price Tier - Make it easier for customers to find options that match their spending comfort and reduce decision fatigue with curated options to make higher-priced products more approachable.

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Product Bundles & Kits - Encourage customers to purchase multiple items together at a slightly discounted price to increase their total order value. This tactic provides perceived savings, which makes customers more willing to buy. It can also introduce cross-selling opportunities by pairing complementary products together.

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Personalization Leveraging Customer Data - Personalized product recommendations make customers more likely to purchase products they may not have discovered otherwise. Personalized content also increases relevance, trust, and perceived value, which can lead to incremental purchases (especially when recommendations are complementary to the items already viewed or already in their cart).

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Tiered Discounts & Threshold Offers - Motivate customers to increase their order to reach the next discount tier. For example: “Spend $50, get 10% off; spend $75, get 15% off.” You can also offer a free gift or free shipping when a customer reaches a certain spend threshold. These types of offers create a sense of reward and achievement for increasing spend.

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Limited-Time Offers & Scarcity - Create a sense of urgency, prompting customers to act quickly rather than delay their purchase. Scarcity and exclusivity signals value, encouraging higher spend and often motivates customers to buy more now rather than waiting.

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2024 Holiday Metrics: What We Saw

Across multiple client accounts, holiday campaigns delivered meaningful lifts in AOV and revenue per recipient:

• Increased Email AOV
• Increased Revenue per Recipient

​​Peak season emails aren’t just about volume, they’re about strategically nudging customers to spend more per order. Thoughtful bundles, tiered discounts, and curated recommendations can meaningfully increase revenue without extra acquisition spend.

If you want to make your peak season emails smarter and more profitable, we can help you design AOV-boosting campaigns that convert while keeping your audience engaged and loyal.