1. Two nearly identical mailshots were sent out. 

Each went to 500 addresses selected at random from a mailing list of 25,000.   Each mailshot contained one leaflet only. Leaflet B contained two sentences that were omitted from Leaflet A

• Leaflet A got no sales at all.
• Leaflet B got 10 sales - 2%.   It was then mailed to all 25,000 addresses on the full list and produced a profit of over £20,000.

2. In another test once again another two nearly identical mailshots were sent out.

Pack one contained a letter and two leaflets. Pack two contained the same letter but only one of the two leaflets.

• Pack one received a 1% response rate, which was very acceptable in this promotion.
• Pack two received no responses.

There are rules to copywriting and design which have been researched by academics and repeatedly found to be correct.  Rules which tell you where the reader's eye will go first.  Rules which tell you where to put illustrations and where not to put them (because putting them in the wrong place can distract the reader, and lead to a lost sale).

If you would like to know more about writing and designing mailshots please click here