Clearwater, Fla.

Pay per click advertising can be an amazing tool for generating revenue for your business. However, something that can sneak into your PPC advertising and ruin your ROI: dead-end leads. They are pretty much the worst. I'll explain why in a moment, but first let me tell you about my "straw that broke the camel's back" moment with dead-end leads

Challenge: Find a heavy-duty envelope with recycled content that could hold two pounds of material and would be a minimum of 11⁄4˝ thick. Solution: Use an expandable, heavy paper material envelope that was 85 percent recycled and printable on the exterior. Results: An outer envelope that accommodates thicker materials, is recyclable and remains affordable. From recycling toner to using recycled content in direct mail, companies across the board are wrestling with how to reduce their carbon footprints while still maintaining their bottom lines. For the Clearwater, Fla.-based BIC Graphic USA, a supplier of custom-imprinted promotional products, developing a more sustainable direct mail package proved

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