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
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Summary: The Fragrance Shop leads the fragrance industry with a robust email marketing strategy, sending a substantial number of emails with high email scoring and promotion rates. Snif is a close contender, excelling in both email scoring and promotions. Dossier performs well in email scoring but needs to increase promotion rates. NEST New York lags behind in both email scoring and promotions. The Essence Vault, DedCool, Creed Fragrances, and ALT. Fragrances are in the middle tier. Brands like Vyrao, Haeckels, A.N. Other, Le Labo Fragrances, Scentials, and Dialect Fragrances need significant improvements in their email marketing approaches.
Email Deliverability Summary: Scentbird stands out in email deliverability with excellent email size and a low spam score. A.N. Other also performs well in email size. Haeckels excels in email size but needs to improve its spam score. NEST New York achieves good email size and spam scores. The Fragrance Shop and Snif have balanced email deliverability practices. Vyrao, The Essence Vault, and ALT. Fragrances need to enhance their email deliverability strategies. Brands like Creed Fragrances, Le Labo Fragrances, Scentials, Dossier, and DedCool have varying performance levels in email deliverability and should focus on improving specific aspects.
Ads Performance Summary: The Fragrance Shop leads the fragrance industry in advertising performance with a high number of new ads and diverse unique copies. Scentbird follows closely with an impressive number of new ads, but their unique copy diversity lags. ALT. Fragrances and Dossier have strong ad performance, with good numbers of new ads and unique copies. DedCool excels in both ad velocity and unique copy diversity. In contrast, brands like Dialect Fragrances, Haeckels, and A.N. Other fall behind in ad performance, needing substantial improvements. NEST New York, The Essence Vault, Vyrao, and Snif demonstrate varying degrees of ad performance and should work on strengthening their strategies in different aspects.
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.
