Happy Monday, and welcome to fall 🍂

Cooler weather, warmer drinks, and inboxes full of limited-time offers.

But have you ever noticed how two emails offering the same discount can perform completely differently?

The difference isn’t the offer. It’s how you frame it.

Today, we’re diving into two decision biases that quietly shape how customers choose: the Framing Effect and the Decoy Effect.

Here’s what you’ll find inside:

• What framing and decoy effects are

• Why they influence decision-making

• How to use them responsibly in lifecycle marketing

• A 15-minute checklist to test both this week

• And a few quick hits from the industry

📌P.S. The easiest way to support me? Just click the sponsor link below. One click = one happy writer.

The Framing effect and the Decoy effect

Deep Dive

A client once ran two renewal emails with identical offers.

Version A: Renew today and keep your benefits.

Version B: Your benefits will expire in 3 days.

The second version won easily. Same offer. Different frame.

Later, we added a “Standard” plan between Basic and Premium tiers in a pricing email. The Premium plan suddenly became the clear favorite.

That was the decoy effect in action.

Both examples show how simple presentation changes can alter how people decide, even when the facts stay the same.

What is the Framing Effect?

The framing effect describes how people react differently to the same information based on how it’s presented.

“Save 20%” and “Avoid paying 20% more” communicate the same thing, but they trigger different emotions. Because people are more sensitive to loss than gain, negative framing often feels more urgent and persuasive.

Why it works:

We rely on emotional shortcuts when making decisions. Framing helps your message connect to that instinctive side of decision-making, especially when the outcome feels personal or time-sensitive.

Framing Effect in Lifecycle Marketing

1. Subject lines: “Don’t lose your 20% off” often beats “Get 20% off.”

2. Renewal emails: “Your access ends soon” outperforms “Renew to keep access.”

3. Abandoned cart flows: “Your cart is expiring” feels more urgent than “Your cart is waiting.”

4. Trial reminders: “Your trial will end in 2 days” encourages faster action than “Upgrade today.”

What is the Decoy Effect?

The decoy effect occurs when adding a third, less-attractive option changes how people perceive the others.

If your pricing table shows:

• Plan A: $9/month

• Plan B: $15/month

• Plan C: $12/month (fewer perks)

Most people will choose Plan B because Plan C makes it look like the smartest deal.

Why it works:

We compare things in relative terms, not absolute ones. The brain looks for the “safe” or “smart” choice, and the decoy subtly directs us there.

⚠️ Don’t forget!

These effects are powerful, but they aren’t universal. Always test before assuming. What feels persuasive to one audience might feel pushy to another. Context and tone matter as much as the strategy.

Decoy Effect in Lifecycle Marketing

1. Pricing emails: Add a mid-tier plan to highlight the premium plan’s value.

2. Loyalty offers: Show three reward tiers so the middle option feels “best value.”

3. Subscription upgrades: Add a middle annual option to make long-term plans more appealing.

4. Product recommendations: Include one less relevant product to make the others stand out.

How to test these biases?

Framing test

- Version A: “Save 20% today.”

- Version B: “Avoid missing your 20% savings.”

Compare open rate, click rate, and conversions.

Decoy test

- Version A: Email with 2 product recommendations (one mid-range, one premium).

- Version B: Add a 3rd, slightly less attractive “decoy” product (for example, lower discount or older model).

Measure if clicks shift toward the mid-range or premium option when the decoy is added. Best for: ecommerce, upsell, or cross-sell journeys.

Action plan: Test framing and Decoy this week

Your 15-minute checklist

• ⬜ Review one pricing or renewal email for framing opportunities (gain vs. loss).

• ⬜ Identify one campaign where adding a “middle” option could guide decisions.

• ⬜ Set up one A/B test using either technique.

• ⬜ Compare results, document learnings, and reuse the winning structure.

Framing and decoy effects don’t change what you offer, they change how people interpret it.

Run one small test this week and see how perception shifts for your audience.

If you found today’s issue helpful, the best way to support me is by clicking the sponsor link. Every click helps me keep writing and researching new topics for you.

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Until next week,

Arsalan