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
Haircare
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: In the last month, the haircare industry has witnessed a 2.35% decrease in average emails sent, settling at 18.31 per brand. Color Wow leads with 64 emails, showcasing a proactive email strategy. Luvme Hair excels in both email performance (50.21%) and scoring, demonstrating a balanced approach. However, Sienna Naturals struggles with poor engagement and promotion rates. The industry's average promotion rate stands at 42.19%, with notable performers such as Crown Affair, BELLAMI Hair, and Prose.
Email Deliverability Insights: The industry faces challenges with an increased average spam score of 25.55%. Crown Affair stands out with excellent email deliverability, reflected in a low spam score of -3.46. However, Keeps faces challenges with a slightly increased spam score, indicating potential deliverability issues. Color Wow and Function of Beauty grapple with large email sizes, impacting their overall email performance. Notably, Nutrafol exhibits exemplary email deliverability, showcasing its commitment to reaching the audience effectively.
Ads Performance: Advertising in the haircare industry has surged by 28.16%, averaging 73.13 ads per brand. Luvme Hair leads with 339 new ads, highlighting its dynamic advertising approach. Nutrafol, Briogeo, and Prose maintain strong advertising presence with creative copies. Sienna Naturals lags behind in ad volume, emphasizing the need for a more diverse advertising strategy. Social ad diversity reveals varying approaches, with oVertone relying heavily on videos, while eSalon showcases a balanced mix. Overall, the industry demonstrates a need for creative and diverse advertising strategies to capture audience attention effectively.
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.
