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
Eyewear
industry, for the month of
July
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Insights: Goggles4u leads with 30 emails, heavily focusing on promotions. Warby Parker and Pair Eyewear follow, sending 24 and 22 emails, respectively. While Warby Parker maintains good engagement, Pair Eyewear's promotional content is lower, at just 9%. Zeelool and Vint & York also sent a notable number of emails, though with less impactful engagement. Brands like Garrett Leight, Randolph, and KREWE are falling behind with fewer emails. Shwood and Jimmy Fairly lag significantly, needing more consistent email efforts to enhance their reach.
Deliverability and Spam Scores: Clearly and Zenni Optical lead in spam scores with -6.53 and -3.54, respectively, indicating excellent deliverability. Goggles4u also performs well at -3.59. Shwood, despite low email volume, has a high spam score of -0.7, indicating deliverability issues. Garrett Leight and Vint & York struggle with spam scores and email sizes, impacting performance. Zeelool and Warby Parker show good spam scores but need to improve email content. Poor scores from brands like Lexxola, Eyebobs, and Jimmy Fairly suggest a need for better email practices to avoid spam folders.
Advertising Strategies and Performance: Lexxola and Zenni Optical dominate advertising with 103 and 96 ads, respectively, showing strong market presence. Caddis and Zeelool also perform well with 77 and 76 ads. Warby Parker maintains high visibility with 69 ads. Pair Eyewear, Clearly, and Goggles4u have moderate ad volumes, while Jimmy Fairly and Garrett Leight lag with fewer ads, impacting their market presence. Lexxola excels in social ads with 52 images and 51 videos, while Goggles4u and Zenni Optical also show strong diversity. Brands with low ad activity need to increase efforts to stay 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.
