The result? A comparative analysis that highlight the best performers of any ecommerce DTC niche, for any given month.
This benchmark analyze the behaviour of 15 Direct-To-Consumers (DTC) brands in the Supplement industry. Our goal is to compare their marketing velocity (how active they are in their digital marketing strategy) and how to they perform vs. each other.
This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the
Cosmetics
industry, for the month of
January
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Overview: In the cosmetics industry, email marketing reveals distinct leaders and laggards. Clinique and Bobbi Brown excel, demonstrating good performances with 68 and 53 emails sent, respectively. Clinique combines a high email scoring with an unfortunate 100% promotion rate. ColourPop, Mented Cosmetics, and MAËLYS Cosmetics showcase promising performances, maintaining good email scoring and varied promotion percentages. However, brands like Cocunat and Freshly Cosmetics face challenges, lagging in email performance with lower scores and reduced promotional diversity.
Email Deliverability Insights: Analyzing deliverability, Cocunat leads with exceptional performance, showcasing both a low spam score and a manageable email size. Tarte's performance in this category remains unexplored. In contrast, brands like Kylie Cosmetics, Smashbox, and MAC Cosmetics struggle with poor deliverability, characterized by high spam scores and substantial email sizes. IT Cosmetics shows a concerning increase in spam score but maintains good deliverability due to a relatively smaller email size. The varied deliverability across brands emphasizes the need for strategic improvements.
Ads Performance: The cosmetics industry experiences a 5.45% increase in average ads published. MAËLYS Cosmetics, Cocunat, and BOOM by Cindy Joseph lead in advertising volume, demonstrating impressive numbers of new ads and unique copies. Freshly Cosmetics and Benefit Cosmetics display good diversity in their social ads, utilizing both images and videos effectively. Conversely, brands like ColourPop and MAC Cosmetics face challenges, lacking diversity in their ad content. Tarte's advertising strategy remains underexplored, warranting further investigation.
In this table, we benchmark how many emails brands have send and their average email scores, which we calculate using over 50 datapoints that measure how much best practices are ensured (spam score, email authenticiation & certificates, email size, subject line lenght, word & links count etc.)
In this table, we benchmark how much the emails are optimized for delivery ie. if they're likely to pass spam filters and not land in the Promotions tab.
In this table, we benchmark the brands velocity and performances - how much ads they've been publishing, and how many different copy has been used.
In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.
