Average Order Value is always lurking in the background for B2B brands.
Margins are tight.
Ad costs keep climbing.
You can’t raise prices forever.
So AOV becomes the lever that marketers and executives obsess over.
Most teams attack it with the same playbook:
• upsells and bundles
• “you might also like” recommendations
• discounts and one-off promos
Sometimes it moves the needle a little, but it doesn’t change how buyers see you — and that’s where the real leverage is.
They add items because they trust your brand, understand your offering, and feel confident they’re buying from the right supplier.
That’s the philosophy behind our email approach.
We aren’t trying to squeeze a few more dollars out of a cart with an add-on.
We’re trying to build a buyer who naturally orders more — because they believe you’re the obvious choice.
For one particular client, that shift made a very real difference.
Over a five-month period, email-driven orders saw a 34% increase in AOV — with no discounts.
How?
Our campaigns consistently did three things:
• kept the brand top-of-mind with simple, useful emails
• expanded awareness of what the company actually carries
• reinforced core differentiators like speed, reliability, and sourcing ease
We also frequently highlighted their house offer of “free ground shipping over $150 threshold” — not as a gimmick, but as a practical reason to consolidate orders.
When buyers feel informed, confident, and clear on your value, you don’t have to push them to spend more.
They do it on their own.
