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
November
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Summary: Color Wow leads the haircare industry in email marketing, sending an impressive 14.69 emails on average. Luvme Hair and Briogeo closely follow, demonstrating good performance with scores around 55-61%. Overtone, despite sending fewer emails, maintains a solid email scoring, but BELLAMI Hair, Prose, and others lag in both frequency and effectiveness. The competition is intense, with brands vying for attention through varied email strategies.
Email Deliverability Summary: Sienna Naturals and Bread outshine others in email deliverability with excellent spam scores of -2.16 and -3.85, respectively. Keeps demonstrates a unique performance with a near-zero spam score. In contrast, amika struggles with high email size, affecting deliverability. Brands like Overtone and Prose need to optimize email size for better inbox placement.
Ads Performance Summary: Luvme Hair dominates in advertising, presenting a whopping 120 unique copies, showcasing versatility. Overtone, Champo, and Briogeo also perform well in ad velocity and diversity. In contrast, BELLAMI Hair and Good Dye Young need to diversify their advertising strategies, relying on a limited number of copies. The industry emphasizes the importance of vibrant and dynamic advertising to capture diverse consumer interests.
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.
