Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in

By Reported Donna Loyle

CS: Your e-mail campaigns are very well done. They’re short, well spaced apart, the links work well and the copy is compelling. How are Bean’s e-mail sales doing these days?

Fuller: We’ve reduced the sale offers we make via e-mail. It’s too easy to bring sale customers onto your housefile, but more difficult to make money on them.