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
Makeup
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 December 2023, the makeup industry witnessed a 30.41% decrease in average emails sent. ColourPop led with 34 emails, showcasing a good balance with a 76.97% performance score. Milk Makeup and Glossier closely followed, maintaining strong performance in email marketing. Fenty Beauty and Saie demonstrated fair performance, with Fenty Beauty facing challenges in both scoring and promotion percentage. Rare Beauty showcased a good performance despite a lower volume of emails, while Smashbox struggled with a higher promotion percentage, impacting overall email effectiveness.
Email Deliverability Insights: Despite Saie's increase in spam score, its deliverability remains fair with an average score of -1.47. Brands like Axiology and MOB showed good deliverability despite challenges in email size, with Axiology overcoming a high spam score. Jones Road Beauty faced challenges with a slightly increased spam score but maintained good deliverability. Smashbox, with a notable spam score increase and large email size, faces significant deliverability concerns. Aisling Organic exhibited exceptional deliverability despite an extremely small email size.
Ads Performance: The makeup industry observed a 36.45% decrease in average ads published, reflecting a shift in advertising strategies. Glossier led with 123 ads, demonstrating a well-rounded advertising approach with a balance of images and videos. Rare Beauty showcased a strong advertising presence with 70 ads and a good mix of visuals. The Original MakeUp Eraser and Milk Makeup maintained a good balance between images and videos, while Smashbox struggled with a high proportion of video content. ColourPop faced challenges with both a lower ad volume and a lack of diversity in ad content. Jones Road Beauty showcased a robust ad strategy with a good mix of visuals, indicating a potential for increased brand engagement.
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.
