Credit: This tactic comes from Ian Stanley who owns FIXT Water.
How I increased my Average Order Value by $40+ with 3 sentences.
I just had a pretty cool result from an affiliate email. They sent two emails to their list. (I wrote them custom for their list.)
The first one was high value and had information they’d never heard before.
I’ll show you the second one in a second…
The result was pretty remarkable. But it’s something I’ve replicated multiple times with the same principle.
The offer is a water pitcher.
We normally get around 44% of people to take two pitchers on the front end depending on the traffic source.
But this second email got around 80-90% of people to take to two pitchers on the front end. (We also put about 50% of people into subscriptions.)
The craziest part is it’s really just 3 sentences that make it work so well.
I’ll paste the email below then break it down. (I’ve used a variation of this countless times with the same 90% take rate on the 2 item option.)
—————————Begin Email—————————
Sub line: Unexpected shipment for YOU
Hey,
The other day I told you how the TYPE of water you drink can cause nerve pain. (Click here to see the email in case you missed it.)
I got an INCREDIBLE response from you guys and a ton of people bought Fixt Water pitchers. In fact, most people bought two!
That made me super happy. And I have some more good news. I just got off the phone with my friend Ian who owns Fixt Water.
Apparently Ian’s manufacturer just sent over an unexpected shipment of his best-selling water pitchers. (Now he’s got too many in his warehouse.)
These pitchers remove fluoride, heavy metals, AND prescription drugs, and 68 other deadly contaminants.
A Brita, PUR, or the filter on your fridge don’t do anything about those deadly contaminants.
Plus, it actually helps enhance your water to make it alkaline. This is EXTREMELY important if you have nerve pain because acidic water will make your pain worse.
Now here’s the best part…
Ian has decided to take $20 off when you get two pitchers. This deal is just for my subscribers right now. It’s a win-win. You get the clean water your body craves…and he can make room in his warehouse.
>>> Click here to check it out
Just make sure you act fast so you can get the discount 
🙂
Talk soon,
NAME
P.S. Fixt Water provides a child in need with clean water for 6 months for every pitcher you get. So you can improve your health and save a life or two 🙂
>>> Click here to grab yours now
————————End Email—————————
Ok so what were the three sentences?
“I got an INCREDIBLE response from you guys and a ton of people bought Fixt Water pitchers. In fact, most people bought two!
Ian has decided to take $20 off when you get two pitchers.”
The first sentence is really just emphasizing herd behavior. “Everyone is doing it! WOO HOO! Drink the kool aid.”
The second sentence tells them the specific action other people are taking. Aka they should do it too or they’re stupid.
The third sentence anchors WHY they should take the same action and gives them a compelling reason to do so. (Btw, the $20 off is the same discount I’m comparing stats to.)
That’s the meat of it.
But there’s one word that’s crucial for this to work.
It’s the word WHEN. “Ian has decided to take $20 WHEN you get two pitchers.”
Yes, this is some NLP shit.
No, I don’t buy into a lot of the NLP bollocks people spout.
But the IF, WHEN difference has been huge for me and I’ve tested it enough times for it to be valid.
Normally what I do is say “If you get 1 you’ll save $20. When you get two you’ll save $60.”
That’s it.
The first time I tested it I thought it was a fluke that 90% of people took two.
But after repeating it countless times…to multiple lists in different markets…I know it’s the real deal.
Our AOV is typically around $120-$130.
AOV on the second email was closer to $170.
Oh, I almost forgot. That subject line is insane.
It works so well it’s scary. If you decide to use it please don’t abuse it.
And only do it when it’s true.
Also, the emails did around $20,000 so it’s just about enough data to be statistically valid.