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
February
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance: ColourPop emerges as a leader with 32 emails, boasting good performance with a high email scoring rate of 71.09% and a balanced promotion percentage. Fenty Beauty follows closely with 27 emails, demonstrating good performance but needing improvements in email scoring and promotional strategies. Smashbox showcases potential with 26 emails but requires enhancements in email scoring and promotion tactics to effectively engage consumers. Glossier and Milk Makeup exhibit strong performances with 20 emails each, reflecting strategic email marketing approaches and minimal promotional content.
Email Deliverability and Spam Scores: Axiology stands out in email deliverability with a positive spam score and effective email size management, positioning itself as a notable player in this aspect. Saie demonstrates strong email deliverability with a positive spam score and efficient email size management, contrasting with other brands in the industry. Fenty Beauty excels in email deliverability with a positive spam score, despite needing improvements in email size management. MOB and other brands face challenges in both spam scores and email size management, necessitating strategic adjustments to enhance email deliverability.
Advertising Impact and Diversity: Rare Beauty leads in advertising with 71 impactful ads, emphasizing both volume and diversity in ad content, reflecting its strong market presence. Glossier closely follows with 70 impactful ads, showcasing a variety of unique copies and strong advertising volume. Jones Road Beauty demonstrates potential in advertising but requires enhancements in both volume and diversity to optimize advertising impact and competitiveness in the Makeup Brands industry. Milk Makeup and The Original MakeUp Eraser face challenges in advertising volume and diversity, necessitating strategic adjustments to effectively engage consumers and 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.
