Here are three tweaks that made little difference: printing “important: please read and act quickly” on the envelope induced a minuscule extra response; adding the regulator's logo achieved nothing; using the company CEO's name and signature instead of “customer services team” actually dissuaded people from responding.

实验发现，采纳以下3种方式收效甚微：在信封上印“重要：请阅读并尽快采取行动”字样，几乎不增加回复；添加监管机构的logo也丝毫没有用；在落款处放上公司首席执行官的名字和签名而不是“客服团队”，事实上会减少回复。

But four other tweaks had substantial effects: first, cutting a paragraph of waffle that had helped to bury the message about the refund; second, pointing out that a five-minute phone call would suffice to make a claim; third, sending a follow-up letter. And twice as large as any of these effects was adding a couple of bullet points in bold at the top with the key message: you may deserve a refund; if so, call us.

但采纳另外4种方式却有显著效果：第一，去掉一个让关于退款的信息更不起眼的无意义段落；第二，告诉收信人，一个五分钟的电话足以完成申诉；第三，发一封跟进信件。第四，在信件顶端用粗体字标出几条要点，传递出这条关键信息：你可能符合退款条件，如果符合，请来电。第四点的效果比前三点中任何一点都强至少一倍。

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