Granville runs a tiny specialist shop in the North of England. The web’s given him massive opportunities, but although he can compete well on price and quality, he’s up against some well-known names. His High Street rivals have an edge – they seem ‘big’ and ‘safe’ when people are buying over the net, and many customers want this sense of security.

His solution? Granville uses emailshot to manage a customer mailing list. The emails look very, very professional and give the impression of coming from a large, reliable company. So people take that bit for granted… and concentrate on comparing the products and prices.