Warm Nurture Email Campaigns: Competitive Analysis

Part
01
of four
Part
01

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

US Bank

Research Strategy

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.
Part
02
of four
Part
02

Warm Nurture Email Campaigns: Competitive Analysis, Part 2

PNC Bank targets potential small business clients through targeted articles and events such as the Women in Business Networking Conference in 2019. BECU targets potential small business clients through success stories of their business members, as well as events such as the CUNA Lending Council Conference. The information for these two banks has been entered in columns E to F of the attached spreadsheet.  

PNC Bank

BECU

Research Strategy

We were not able to find both PNC Bank's and BECU's email strategies for targeting small businesses, as well as their newsletter strategies for the same. 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 about a partnership between BizEquity and PNC, it did not contain information relevant to small businesses.

Next, we looked for case studies that may have been put together by different 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 Pega, Target Marketing, Amplero and MX, these case studies covered topics such as customer experience, increasing member engagement and incorporating artificial intelligence into member engagement. 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 one from PNC Bank on Target Marketing, but it did not have any information targeting small business clients. 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. 

Part
03
of four
Part
03

Warm Nurture Email Campaigns: Competitive Analysis, Part 3

Detailed information for Bank of the West and Citibank is available in column G and H in the attached spreadsheet.

Bank of the West


Citibank

Part
04
of four
Part
04

Warm Nurture Email Campaigns: Competitive Analysis, Part 4

Banner Bank and Columbia Bank targets potential small business clients by providing articles through their website blogs that enable these businesses to know more about various financing options. They also hold finance-related events for these business owners.

Banner Bank

  • Banner Bank maintains a blog on its website where it shares various tips and advice to help small businesses grow.
  • Some of the common topics of the blog articles include securing funding, usage of banking tools, and expanding a business.

Columbia Bank

  • Columbia Bank releases newsletters on its website that targets small businesses.
  • There is no regular schedule being followed when releasing these e-newsletters.
  • The newsletter articles provide various tips to business owners on how to properly handle their finances.

The details above and the rest of the required information were inputted in the linked spreadsheet.

Research Strategy

To determine how Banner Bank and Columbia Bank target small businesses with $1M-$5M in annual revenue, we looked through their websites, press releases, official reports, and other company materials. We also searched for the requested data in financial publications, media sites, marketing publications, and other related sources. Based on this search effort, we were able to find the types of content and advertisements that they release to target small businesses. However, there's no specific data found on the revenue of the small business customers that they are targeting. Most of the information found were for small businesses in general. There were also no email strategy found for both banks. Furthermore, only Columbia Bank has an e-newsletter strategy but the frequency is not regular. Also, a comprehensive look on their web pages, event sites, local state sites, and other sources revealed that Banner Bank only has one recent event for small businesses in general.
Sources
Sources

From Part 01
From Part 02