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
October
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Prose, Luvme Hair, and Briogeo lead the haircare industry, excelling in various metrics. Prose boasts the highest organic traffic at 135,071 and an impressive success score of 79.3%, backed by a strong email score of 74.82%. Luvme Hair stands out in email marketing, sending 80 emails with an average spam score close to optimal at -2.03, and a success score of 77.29%. Briogeo also performs well, with a perfect ad score of 100% and a high organic traffic figure of 77,975. Together, these brands demonstrate robust email and ad strategies, making them dominant players.
Next in line are brands like oVertone, Color Wow, and Function of Beauty, which perform well but don't quite reach the top. oVertone has a solid success score of 71.45%, strong email performance, and notable organic traffic at 90,460. Color Wow stands out with a high email score of 78.58% and a decent ad score, contributing to a success score of 67.69%. Function of Beauty, with an 87.37% ad score and a growth score of 62.43%, shows balanced performance across all areas, positioning these brands as competitive, though slightly behind the leaders.
Brands such as Keeps, eSalon, and Crown Affair lag in performance. Keeps has a low email score of 19.88% and a modest success score of 31.12%, indicating weak engagement. eSalon struggles with a low success score of 52.03%, hindered by weak organic traffic of 20,167. Crown Affair also falls behind with a success score of 42.66% and lower email and ad scores. These brands lack the reach and engagement seen in the top performers, signaling they need improvements in their digital marketing strategies to remain competitive.
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.
