Patti Freeman Evans

Scott Silverman, who has served as Shop.org’s Executive Director since 2001, is resigning his position as head of the trade group, the National Retail Federation announced today. Silverman has accepted an executive-level and co-founder position with an e-commerce start-up and will step down from Shop.org effective August 13.

In setting the stage for the session “Testing Tells the Story: Using Analytics to Improve ROI” at ACCM held earlier this month in Chicago, moderator Patti Freeman Evans, a retail analyst with Jupiter Research, pointed out that there’s a direct correlation between e-mail marketing performance and e-mail testing. She then turned the podium over to Doug Williams, director of marketing for outdoor products catalog Sierra Trading Post, who detailed some specific tests he’s run and lessons learned from each. * Wait for results. While e-mail marketing often can allow you to make quick decisions about a program’s fate, Williams cautioned not to act too quickly. To