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Beyond Recycled Paper: 5 Overlooked Ways to Make Print Marketing More Sustainable

Recycled paper is the first step most businesses take toward greener print marketing, but it is far from the only one. At Franklin, we have spent nearly a century refining direct mail data for marketers across many industries, and from our operations in Baton Rouge and Memphis, we have seen how closely smart planning and sustainability are linked. The good news is that many of the same choices that reduce waste also reduce costs.

The Step Most Marketers Skip Before They Ever Touch a Mailer Design

Most people approach a direct mail campaign in the same order. Pull the list, lock in the message, get the design right, and call it done. That order leaves out the one step that decides whether the campaign works.