• December 8, 2009

Alliance Data Systems Corp.'s Epsilon subsidiary has signed an extension agreement with Cleveland-based KeyCorp to continue providing direct marketing services to KeyCorp's KeyBank, through Epsilon's agency, Purple@Epsilon.

Purple@Epsilon will provide 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 and large corporate. The goals of the direct marketing efforts are to retain and cross-sell existing KeyBank customers, as well as acquire new KeyBank customers.

Epsilon also 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.--Tanya Irwin