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
November
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Landscape: In the makeup industry, ColourPop emerges as the email marketing champion, sending an impressive 14.6 emails on average. Notably, Glossier excels with a high email score of 68.46%, showcasing effective engagement. Smashbox, despite sending fewer emails, grapples with email scoring, highlighting a potential need for content refinement. Haleys and The Original MakeUp Eraser lag behind, struggling with both email volume and scoring. The makeup sector demands a balanced approach, where frequency meets content quality for optimal engagement.
Email Deliverability Efficiency: When it comes to email deliverability, Axiology and Saie shine with excellent spam scores and well-optimized email sizes. However, Fenty Beauty and MOB face challenges, with suboptimal scores impacting their reach. Glossier strikes a balance, displaying good spam scores despite larger email sizes. Haleys, with a minimal spam score improvement, needs to enhance email size optimization. The makeup brands' journey towards better deliverability requires a fine-tuning of email content and size for a seamless inbox experience.
Ads Velocity and Diversity: Glossier leads in advertising with an impressive 221 unique copies, demonstrating both velocity and diversity. Jones Road Beauty and Milk Makeup follow suit, showcasing dynamic ad strategies. Fenty Beauty and Smashbox struggle to diversify, emphasizing the need for a more varied ad approach. Social ad diversity sees Axiology and Saie falling behind, while brands like The Original MakeUp Eraser display a balanced mix. The makeup industry thrives on captivating visuals and varied ad content to maintain consumer interest and drive conversion.
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.
