Tag Archives: businessweek

ADS and KeyCorp Extend Epsilon Deal

ADS’ Epsilon subsidiary has signed an extension agreement with
OH-based KeyCorp to continue providing direct marketing services to
KeyCorp’s KeyBank, through Epsilon’s agency,
“[email protected]”. Under the terms of the extension agreement,
“[email protected]” will remain
KeyBank’s direct marketing agency-of-record, providing services that
include integrated direct marketing strategy, direct mail production and
analytic support. Epsilon’s team will focus on approximately 14 KeyBank
lines of business, including consumer, small business, large corporate,
wealth management, and more. The goals of the direct marketing efforts
are to retain and cross-sell existing KeyBank customers, as well as
acquire new KeyBank customers. In addition to assisting KeyBank with
strategic planning and development
of its direct marketing programs, Epsilon will design the direct mailers
that promote KeyBank’s products and services, which range from checking
accounts and lines of credit to treasury management products and
investment services. Beyond creative design, Epsilon will print and
personalize the mail kits. Epsilon will also provide data and analytic
services, such as data modeling, prospect list procurement and data file
cleansing to help KeyBank target the right audience, maximize postal
discounts, reduce the amount of undeliverable direct mail, and optimize
overall marketing spend on campaigns.