Warm Nurture Email Campaigns: Competitive Analysis, Part 1
Wells Fargo targets potential small business clients through monthly newsletters, content such as articles, videos, infographics and guides, and events such as the recently held "SME Finance Forum Immersion Program 2020". US Bank targets potential small business clients through articles and resources, as well as events such as the Retail & Small Business Banking Conference. The information for these two banks has been entered in columns C to D of the attached spreadsheet.
- Wells Fargo has monthly newsletters that target potential small business clients, and they include quarterly business insights, stories from small business owners, materials for business planning, market and credit, and guides on cybersecurity and cash flow.
- The bank has articles, videos, infographics, premium guides and resources for small businesses that cover topics such as planning, marketing, management, credit and industry insights.
- Wells Fargo took part in the first "SME Finance Forum Immersion Program" of 2020, where they addressed the factors they take into consideration when partnering with fin techs, as well as details on their SME financing innovation. They also sponsored the "FTCC Wells Fargo 2019 Small Business Summit."
- The bank uses Box and Signature Consultants for content management and creation.
- US Bank has articles for small businesses that cover business management and growth planning, as well as resources for businesses affected by COVID-19.
- The bank provided speakers for the Retail & Small Business Banking Conference in 2019 and the Small Business Banking Conference in 2018.
- US Bank uses Viewpointe and Carahsoft for content management and creation.
We were not able to find both Wells Fargo's and US Bank's email strategies for targeting small businesses, as well as US Bank's newsletter strategy. We started by checking public databases which usually show email and newsletter campaigns run by different companies, such as Milled and Really Good Emails. While we were able to find one email sent by Wells Fargo, it did not contain information relevant to small businesses.
Next, we looked for case studies that may have been put together by the banks' ad agencies. We were hoping to find information on their campaigns, specifically those related to small businesses. While we were able to find case studies from sites such as Mediamax Network, EMI and Salesforce, these case studies covered topics such as customer relationship management, digital banking and marketing to all kinds of clients. There was no information on small business clients.
Lastly, we checked for any copies of emails or newsletters sent by the banks, that had been posted on the internet. We were able to find some from Wells Fargo on Click Dimensions and The Financial Brand, but none of these emails had any information targeting small business clients. We also found a newsletter from US Bank known as The Shield, which was referred to as "a security newsletter for businesses." However, the most recent issue of this newsletter that we found was from Spring of 2017, so it is not clear whether it is still running. We have concluded that the missing information is not publicly available unless one is on the banks' email lists. The information that we were able to find has been entered in the attached spreadsheet.