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
Fitness
industry, for the month of
January
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Overview: Peloton emerges as the industry leader in email marketing with 16 impactful emails, boasting a high performance score of 63%. TRX Training and PRx Performance closely follow with good performances and well-balanced promotion strategies. Gymshark demonstrates excellence with 8 emails and a high performance score of 69.5%, showcasing an effective blend of promotions. However, brands like Vanquish Fitness, Echelon, and Tonal, though sending a decent number of emails, need improvement in both performance scores and promotion balance to compete effectively. The DB Method, obé fitness, and WIT Fitness lag behind and should focus on refining their email marketing strategies for better market impact.
Email Deliverability Insights: Peloton attains top-tier email deliverability with a significantly improved spam score, indicating efficient email management. Gymshark also showcases excellent deliverability with a well-managed spam score. Conversely, brands like Vanquish Fitness, PRx Performance, and Echelon need focused efforts to improve their email deliverability, overcoming challenges in spam scores. Ergatta and Rogue exhibit poor email deliverability and should strategize to enhance their impact on the market.
Ads Performance: Gymshark takes the lead in advertising, displaying a remarkable 301 new ads with 35 unique copies, showcasing a diverse and impactful advertising strategy. Peloton, Rogue, and Tonal also demonstrate strong advertising impact, ensuring a well-rounded market presence. Brands like Vanquish Fitness, obé fitness, and Ergatta need to ramp up their advertising efforts to remain competitive. Social ads diversity averages at 51.5%, highlighting the industry's inclination towards a balanced mix of images and videos in marketing campaigns.
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.
