GLS and Corel…Corel Puts a Fresh Face on Direct Mail

Before Corel could properly announce the newest version of their award-winning digital imaging software — Corel® Paint Shop Pro® X, they needed some help from GLS — a proven leader in printing, direct mail, and fulfillment services. In October 2005, shortly after the launch of Paint Shop Pro X, Corel targeted 180,000 existing Paint Shop Pro customers with an offer to upgrade to the newest version.

In preparation for this massive marketing effort, Corel used their internal agency to develop the creative elements, and worked with a marketing modeling company to identify which customers were most likely to respond to the offer. They partnered with GLS to help with logistics and execution.

According to Maria Mimick Stockham, direct marketing program manager at Corel, one of GLS’ greatest assets during this project was its efficient and professional team. Maria has worked with GLS Account Executive Larry Douglas for nearly seven years. She first started working with him when she was with another company. After joining Corel, Maria again turned to Larry and his colleagues at GLS for assistance with her printing and mailing projects.

Maria said she enjoys Larry’s proactive attitude. “He keeps a checklist and regularly goes over it to make sure everything is on time and no detail is overlooked.” She also spoke highly of GLS’ hard-working Customer Service Representative Lisa Conway. “Lisa really adds to the team.”

GLS’ competitive pricing, is another reason Maria keeps coming back. “In a competitive situation, GLS’ bids are always right in there — so it makes working with them a very easy decision.”

To ensure that the people on Corel’s list would actually receive this mailing, the GLS Lettershop helped with meticulous yet budget-saving preparations such as mailing list merging/purging, address cleansing, postal pre-sorting and bulk mail coordination.

“...one of GLS’ greatest assets during this project was its efficient and professional team.” — Maria Mimick Stockham, — Direct Marketing Program — Manager, Corel

The creative direction of this project was designed to tell a visual story. At the center of the mailing is a four-color foldout brochure mounted to a large postcard, which uses “before” and “after” photos. This postcard and brochure were used to show the dramatic image-enhancing results that are possible with Corel Paint Shop Pro X. While the postcard features a dull close-up shot of a woman’s face, the brochure shows how the same face can be transformed into a bright and glowing work of art using the software. Inside the brochure are the “Top 10” reasons to upgrade — including $100 in free software for qualifying customers.

Supporting pieces in the packet included a letter with a perforated mail-in order form, a glossy insert featuring testimonials from high-profile trade media, and a business reply envelope. All of these items were packaged in a glossy, colorful window envelope.

In addition to making a visual statement, another goal of this campaign was to drive traffic to Corel’s web site. The foldout used a combination of basic tips and screen shots to show how accessible Paint Shop Pro X is to new users, and highlighted the new Learning Center. The tagline also offered free shipping when customers ordered online.

This mailing has proved to be a huge win for Corel, experiencing a 25% revenue lift over last year and generating a 37% lift in response rate. Previously, Corel sporadically used direct mail to reach consumers, but now the company is counting it as a necessary part of their marketing plans.

Now, Corel is planning a follow-up mailing to 25,000 of their “most likely to respond” clients who haven’t yet upgraded to the new software. For this mailing, GLS designed a custom 6" x 9" envelope with a huge cellophane window so customers can immediately see Corel’s “before” and “after” artwork.

The Corel mailing isn’t just a testament to the power of direct mail marketing. It’s a great example of how GLS customers are leveraging the full scope of GLS’ creative, logistical and technical resources to reach customers more effectively.

To download the FREE 30-day trial for Corel Paint Shop Pro X, visit www.corel.com/paintshopproxtrial.