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
October
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Dossier leads the fragrance industry, excelling in growth, email, and ad performance, with scores of 78.51%, 80.34%, and 89.25% respectively, achieving a high success score of 81.65%. The Fragrance Shop follows closely, performing particularly well in email (86.98%) and ad metrics (80.55%), resulting in a 74.08% success score. Snif and The Essence Vault also show strength, with high email scores of 88.25% and 67.18%, and solid ad performance, bringing their success scores to 64.45% and 69.67% respectively, signaling these brands are among the top players.
NEST New York and ALT. Fragrances stand as notable mid-performers. NEST New York has a balanced approach, with email and ad scores at 56.74% and 52.97%, achieving a respectable success score of 53.57%. ALT. Fragrances shows decent performance across email and ad scores, landing a success score of 46.64%, placing it on the competitive edge but still behind top-tier brands. Creed Fragrances and Le Labo Fragrances also stay relevant, with moderate scores across the board, but they lack the standout figures of the leaders.
On the lower end, brands like A.N. Other and Haeckels struggle. A.N. Other has a minimal presence in advertising, scoring 0% in ads, and a low success score of 16.78%. Haeckels shows a similar pattern, with an ad score of 0% and only a 15.13% success score, indicating weak competitiveness. Scentials also performs poorly across all metrics, with a low email score of 30.61% and an overall success score of just 21.78%. These brands fall far behind their competitors, revealing significant room for improvement in their digital strategies.
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.
