The document compares the email marketing styles of KGB deals and Google Offers. KGB deals uses multiple offers with prices listed rather than percentages, long subject lines, and focuses on the pound price. Google Offers provides a single offer with the percentage saving displayed prominently and short, distinctive subject lines. Research shows people respond more strongly to perceived gains rather than losses or savings, so Google's style of emphasizing percentage discounts may be more effective at motivating customers.

1. Copy Style
Comparison between KGB deals
and Google Offers

2. E-mail Subject Line

4. Analysis
• Multiple offers
• £ price not % saving
• Long subject lines
• Format: Price for service / Price for service

5. Google offers - sample

6. Google Offers San Francisco

7. Analysis
• Single offer only
• % saving
• Short subject lines
• Format : % discount, merchant name /
“and more offers….”
• Arguably clearer, more distinctive

8. Message Copy

10. Use of “value” not percentage
simple saving (50% not 67%)
Short statements
max. 5 words
(I checked)
Calls to Action

11. What’s behind it (I think)
• Research (behavioural economics) identified people
behave differently towards perceived gains and
perceived losses. How a proposition is framed affects
the outcome.
• The prospect of a saving made or a loss prevented
motivates (prospect theory) so we play up the good
feeling you’re going to get from a saving

12. Final Thoughts
• They must be doing it for a good reason.
• Maybe they're onto something we're
missing ...