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
May
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance: Bobbi Brown and Clinique lead in email marketing performance, each sending 57 emails with good email scoring despite differing promotion rates, highlighting consistent engagement efforts and effective audience targeting strategies. Kylie Cosmetics follows closely, sending 29 emails with good email scoring but relatively low promotion rates, indicating opportunities for enhancing promotional strategies while maintaining engagement quality. ColourPop demonstrates strong email marketing with 28 emails sent, showcasing both good email scoring and promotion rates, effectively engaging with its target audience through strategic content delivery.
Email Deliverability and Spam Scores: Cocunat excels in email deliverability with a good spam score and email size performance, ensuring effective content management and consistent inbox placement. Tarte maintains strong email deliverability with good email size performance, suggesting efficient content optimization practices and consistent inbox delivery. Clinique exhibits fair email deliverability with a slight decrease in spam score and fair email size performance, indicating opportunities for refining content optimization strategies while maintaining inbox placement consistency.
Advertising Impact and Diversity: MAËLYS Cosmetics emerges as the leader in advertising impact and diversity with 84 impactful ads, showcasing both volume and variety in content, effectively positioning itself in the competitive cosmetics market. Kylie Cosmetics closely follows with 79 impactful ads, reflecting robust advertising presence and engagement diversity, effectively engaging with its target audience. Bobbi Brown maintains solid advertising impact with 70 impactful ads, exhibiting good diversity in new images and videos, indicating effective content variation and innovation strategies.
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.
