In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Jude Hoffner, vice president of product management at NaviStone, a data-driven marketing technology solution turning website visitors into direct mail buyers. Hoffner discusses his career experience in direct marketing, NaviStone's offerings that combine digital retargeting with direct mail, and key takeaways about how direct mail is effectively being used by brands to retarget online shoppers. He also offers highlights and tips from NaviStone's new research report, Hitting the (re)Target Directly: Analyzing the Role Direct Mail Can Play in an Effective Digital Retargeting Strategy, produced in conjunction with Total Retail. He shares the methodology used to collect the research data, and how the data shows that the conversion rate and return on investment from direct mail outpaces that of nearly every digital marketing channel.
Furthermore, Hoffner discusses how NaviStone helps retailers quickly target and deploy direct mail campaigns to consumers, how direct mail can tie into customer loyalty and larger transaction plays, and how digital intent data can be leveraged to enhance direct marketing personalization efforts. Lastly, he shares the innovation he foresees in the future of web-powered direct mail, and how listeners can learn more about NaviStone.
Jude Hoffner, vice president of product at NaviStone, has 20 years of experience in the direct mail and database marketing industry. He spent the first seven years of his career managing donor-based direct mail programs helping nonprofit organizations grow their fundraising programs, followed by eight years as an account manager, then vice president of client services at LENSER, a leading boutique database marketing agency. His responsibilities included developing growth strategies for retailers of all shapes and sizes, then as executive vice president of client services, leading the delivery of consulting services by a division of direct marketing professionals.