I'm a little confused by what I see on your page and what you are describing. It seems that the code is for the reference to this id is this:
If it is showing in the email ok then it should also show in the page itself. One thing that you could try to do is set a session variable to this value, then use that session variable in both the email and the display on the page. You could set the session variable like this:
Session("your session var") = rsReturn.Fields.Item("OrderReferenceID").Value
You would do this just after the recordset on the page, then update anywhere that the old value was used and replace it with this session variable. This should ensure that you see the same result in both the page and the email.