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
November
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Overview: In the realm of cosmetics, Clinique and Bobbi Brown dominate, showcasing robust email strategies. Clinique, with an impressive 76 emails on average, maintains a good balance between quantity and quality. Bobbi Brown closely follows, demonstrating a strong performance with 53 emails. ColourPop emerges as a strong contender, excelling in both email frequency and scoring. However, MAC Cosmetics struggles, facing challenges in both email scoring and frequency. It's imperative for brands to align email strategies with best practices for optimal engagement and performance.
Email Deliverability Insights: Cocunat shines in deliverability, securing an excellent spam score and well-optimized email size. Conversely, Kylie Cosmetics grapples with high spam scores and large email sizes, posing a potential challenge in reaching customer inboxes. Freshly Cosmetics strikes a balance, excelling in both spam scores and email size optimization. Smashbox faces hurdles with a considerably large email size. To maximize impact, brands should refine their email sizes and spam scores for seamless and effective content delivery.
Ads Performance: Freshly Cosmetics leads in advertising prowess, with 76 new ads, showcasing both diversity and frequency. Clinique and Tarte closely follow, maintaining a good balance between the number of ads and their uniqueness. Hero Cosmetics struggles with both diversity and frequency, indicating room for improvement. In the fiercely competitive cosmetics market, a dynamic advertising strategy, blending uniqueness with consistent frequency, is vital for sustained brand visibility and engagement.
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.
