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
February
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance: Bobbi Brown emerges as the leader in email marketing with 67 emails sent, boasting strong performance in email scoring despite needing improvements in promotional content diversification. Clinique closely follows with 61 emails, showcasing good performance in email scoring but lacking diversity in promotional strategies. Kylie Cosmetics exhibits potential with 33 emails sent, demonstrating good email scoring performance but requiring enhancements in promotional content variety. ColourPop and MAËLYS Cosmetics showcase strong performances with 32 and 29 emails, respectively, reflecting balanced email scoring and effective promotional strategies.
Email Deliverability and Spam Scores: Cocunat demonstrates strong email deliverability with a positive spam score and effective email size management, positioning itself as a notable player in this aspect. Kylie Cosmetics excels in email deliverability with a positive spam score and efficient email size management, contrasting with other brands in the industry. Hero Cosmetics and Freshly Cosmetics face challenges in both spam scores and email size management, necessitating strategic adjustments to enhance email deliverability. Smashbox and ColourPop exhibit potential in email deliverability but require enhancements in spam scores and email size management to optimize email deliverability and competitiveness in the Cosmetics Brands industry.
Advertising Performance: MAËLYS Cosmetics leads in advertising with 90 impactful ads, emphasizing both volume and diversity in ad content, reflecting its strong market presence. Kylie Cosmetics closely follows with 89 impactful ads, showcasing a variety of unique copies and strong advertising volume. Cocunat demonstrates potential in advertising but requires enhancements in both volume and diversity to optimize advertising impact and competitiveness in the Cosmetics Brands industry. Tarte and IT Cosmetics face challenges in advertising volume and diversity, necessitating strategic adjustments to effectively engage consumers and remain competitive.
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.
