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
Fragrances
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: The fragrances industry, witnessing a 15.07% reduction in average emails sent, exhibited notable email marketing strategies. The Fragrance Shop led with 34 emails, showcasing excellent performance with a 61.15% score. Dossier and Snif demonstrated commendable efforts, maintaining good performance in both scoring and promotion percentage. NEST New York struggled with a poor scoring performance, while ALT. Fragrances faced challenges with both scoring and a high promotion percentage. The Essence Vault, despite a slight decrease in performance, maintained a solid position in the industry.
Email Deliverability Insights: Scentbird, despite its increased spam score, maintained good deliverability with a large email size. The Fragrance Shop showcased strong deliverability despite a notable spam score decrease. Haeckels faced challenges in both spam score and email size, impacting its overall deliverability. Vyrao, with a fair spam score, struggled with a large email size, affecting its deliverability. Le Labo Fragrances exhibited good deliverability despite a slightly increased spam score. ALT. Fragrances faced challenges with both a high spam score and a large email size, requiring attention to improve deliverability.
Ads Performance: The industry experienced an 8.89% reduction in average ads published, with scentbird leading with 170 ads, demonstrating an impressive advertising presence. The Essence Vault and Dossier showcased diversity in their advertising strategies, employing a mix of images and videos. Vyrao struggled with a lack of image variety and an overwhelming proportion of video content. Le Labo Fragrances faced challenges with fair ad volume and a high proportion of images. ALT. Fragrances demonstrated potential with a balanced ad mix. In contrast, NEST New York and Creed Fragrances lagged behind in both ad volume and content diversity.
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.
