KeyBank reality check. (ABAMN 2007 Financial Marketing Awards: Customer Retention Marketing; First Place; Asset Size of $1 Billion to $5 Billion).

[ILLUSTRATION OMITTED]

Institution: KeyBank, Cleveland

Agency: Epsilon, Irving, Texas

KeyBank for several years had been struggling to cross-sell new products to its existing small-business customers. In the past, it had mailed traditional, product-focused communications, but with limited success. The agency focused on engaging, interesting content and moved the "product push" to a secondary position.

The effort netted a 4.79 percent conversion rate and an unusual return-on-investment of 1,568 percent.