Basil runs a large hotel in Torquay. Because there’s a long time between purchases for most of his customers (i.e. they only visit once a year) he knows the importance of keeping in touch with them regularly, to make sure they don’t slip away.

Using emailshot, Basil sends out periodic HTML emails. Naturally these include photographs of the hotel and town to remind people of their happy holidays.

He creates a plain text version as well, for his customers who can’t receive HTML. Whilst these people can click through to view the images on the web, he knows some won’t. So twice a year he posts out a printed newsletter to these people, to bolster his marketing effort.

By restricting the print version to this subset, Basil keeps his costs down. And he communicates with his customers in the way that’s most suitable for them.