The Superpowers of Email Marketing: Increase the Average Ticket with Every Click

In the world of business, every ticket counts, but a higher ticket always counts a little more. Getting customers to spend more each time they visit your store—whether physical or digital—is like striking gold in your own backyard. The good news? You don’t need to be a Silicon Valley genius to figure it out. With a solid email marketing strategy, you can turn every email into a golden opportunity to increase your customers’ average ticket size.

For many, email marketing is just a communication tool—or worse, a vehicle for blasting promotions. But in reality, email has superpowers, especially when it comes to getting your customers to spend a little more with every click. Let’s break down some tactics you can use to make every email a “click-cha-ching.”

1. Personalized Recommendations: Because Not All Customers Are the Same
Personalization in email marketing is one of those superpowers that can take your average ticket size to the next level. Everyone likes to feel special, and when it comes to product recommendations, a relevant suggestion at just the right moment can spark an additional purchase.

How to leverage this? Use previous purchase data and browsing history to send customers recommendations for complementary products or upgrades on items they’ve already bought. For example, if a customer bought a coffee maker a few months ago, why not send them an email featuring premium filters, exclusive mugs, or even your signature coffee? These “extras” are the secret to steadily increasing ticket size without making the customer feel like they’re buying on impulse.

2. Create Irresistible Bundles or Combos
Have you noticed that a well-thought-out product bundle often makes the total price more appealing than buying items individually? Bundling products is a brilliant strategy to increase ticket size, and email marketing is an excellent tool to promote them.

Example of a good bundle strategy: If you own a clothing store, consider creating a “winter pack” that includes a scarf, hat, and gloves. Then, send it to customers who recently bought fall clothing. These campaigns give customers a sense of convenience while making them feel they’re getting added value.

The key is to present the bundle as an exclusive offer, just for those on your email list. Exclusivity always adds that touch of urgency that can be the final push for customers to make a decision.

3. Value-Added Offers: The Power of Extras
Another superpower of email marketing is the ability to offer added value. Instead of just giving discounts—which can erode your profit margin—think about giving customers something extra that makes their purchase feel even more worthwhile.

Imagine you have a cosmetics store. Instead of just sending a discount coupon, offer a mini online beauty consultation or a free sample of a new product to those who spend a specific amount. These extras not only increase the perceived value of the purchase but also encourage customers to spend a bit more to get that added value.

Another option is to offer “gifts with purchase.” Let’s say if a customer spends over $50, you give them a small gift or a limited-edition product. These small details make a difference and can turn a basic purchase into a meaningful one.

4. Upselling and Cross-Selling Campaigns
If there are two magic words in the retail world, they’re upselling and cross-selling. Upselling invites customers to buy a superior or premium version of a product they’re already interested in, while cross-selling suggests complementary products to accompany their main purchase. Email marketing is the perfect vehicle for both.

For example: If you own an electronics store and a customer has shown interest in a phone, why not send them an email inviting them to consider the next model up? Or if they’ve already bought the phone, offer them an accessory bundle to enhance their experience.

The key is to do it subtly. A message like “Upgrade Your Purchase” or “Get More for Just a Little More” might be all you need to get the customer thinking—and spending more than they initially planned.

5. Use Quality Content: Educate and Engage to Sell More
Sometimes, the best way to increase the average ticket size is to offer quality content that genuinely educates your customers. If you sell complex products or have a store that requires some product knowledge, use email marketing to guide your customers through the buying process.

Imagine a premium kitchenware store. You could send emails with exclusive recipes or tips on how to use those products like a pro. A series of emails that explains how to make the most of the products you offer can spark customers’ interest in buying more accessories or ingredients.

Educational content creates a perception of value, and when customers feel they understand the product and can get the most out of it, they’re more likely to invest in additional items.

6. Leverage Scarcity and Urgency
Urgency is a nearly unrivaled superpower in email marketing, but like any superpower, it must be used responsibly. The trick is to create a sense of urgency without resorting to spam or fear tactics. When customers feel they might miss out on a unique opportunity, they’re more likely to make a larger purchase.

How to do it effectively? Instead of offering blanket discounts, experiment with limited-time promotions like “Today Only: 15% Off Orders Over $75.” Time-sensitive offers and “last chance” events are perfect for encouraging customers to act quickly and spend more.

7. Loyalty Programs: Loyal Customers Spend More
Email marketing is also the perfect channel to manage and promote loyalty programs. As your customers earn points or unlock rewards, they feel motivated to reach new levels. The idea is to encourage them to make bigger purchases to access exclusive benefits.

Communicate the advantages of these programs consistently via emails. You can send reminders about points earned, benefits they’ll unlock by spending more, or exclusive rewards available only to VIP members.

8. Set Spending Goals and Offer Rewards
One of the most effective strategies to increase the average ticket size is to offer rewards when a customer reaches a specific spending threshold. Imagine a message that says: “Spend $50 more to receive 10% off your next purchase.” By communicating this type of offer via email, you can motivate customers to add that extra item to reach the reward threshold.

Activate the Superpowers of Your Email Marketing Strategy
Email marketing has the potential to do much more than just inform your customers. It can be the growth engine for your average ticket size, using smart tactics like personalization, added value, and loyalty programs. The key is to communicate effectively and persuasively, with a personal touch and a dash of creativity.

So, if you’re not already leveraging these superpowers, it’s time to put them into practice and see how every click turns into a higher average ticket size. Make sure your emails don’t just inform—they should sell, build loyalty, and connect on the most profitable level possible.

Aurelio G