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
October
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
In March 2024, Bobbi Brown and Clinique lead the cosmetics industry in email and ad strategy performance. Bobbi Brown shows an impressive email success with an 81.33% email score and an 83.49% ad score, achieving a top industry success score of 75.33%. Clinique follows with an 83.39% email score, boosted by sending 69 emails with a low spam score of -3.12, resulting in a 67.65% success score. Benefit Cosmetics also performs strongly in ads, scoring 91.4% with effective use of both Meta and TikTok, positioning it as a key player alongside these top brands.
Following close behind are MAËLYS Cosmetics and BOOM by Cindy Joseph, both excelling in ad scores with 95.65% and 100%, respectively. MAËLYS also stands out with a high email score of 83.04%, reflecting balanced ad and email strategies that give it a success score of 79.79%. BOOM by Cindy Joseph, with limited email and ads but excellent spam control and engagement, achieves a success score of 81.89%, emphasizing effective reach with fewer emails and ads. Kylie Cosmetics and Cocunat also perform well, with high ad engagement but slightly lower email scores.
On the lower end, Mented Cosmetics and MAC Cosmetics are lagging. Mented Cosmetics scores a 0.0% ad score due to limited ad activity, bringing its overall success score down to 28.6%. Similarly, MAC Cosmetics struggles with low email and ad scores (29.61% and 24.84%, respectively), leading to a success score of 34.73%. Smashbox and Hero Cosmetics also face challenges, with low ad scores of 4.15% and 81.28% successively, reflecting their need to improve email and ad reach to catch up in this competitive landscape.
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.
