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
October
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Summary: ColourPop dominates the makeup industry with the most extensive email marketing strategy. They send a substantial number of emails with a strong focus on email scoring and promotions. Smashbox, although performing well, struggles with email scoring. Glossier maintains a solid email marketing approach but could increase promotion rates. Fenty Beauty also performs well but needs to improve its email scoring. The Original MakeUp Eraser has a good balance between email scoring and promotions. Brands like Haleys, r.e.m. beauty, and Saie must enhance their email marketing strategies significantly. Rare Beauty, Milk Makeup, Jones Road Beauty, MOB, Axiology, and 19/99 Beauty need major improvements in their email marketing efforts.
Email Deliverability Summary: Axiology shines in email deliverability, boasting optimal email size and spam scores. Saie demonstrates strong email deliverability, excelling in both email size and spam scores. Fenty Beauty achieves good email size but lacks in spam scores. MOB struggles with both email size and spam scores. Brands like Milk Makeup and Aisling Organic perform well in email deliverability, but data is missing in some categories. r.e.m. beauty, 19/99 Beauty, and Glossier need to enhance their email deliverability practices. ColourPop, The Original MakeUp Eraser, Haleys, and Rare Beauty are in the yellow zone, with room for improvement in email deliverability.
Ads Performance Summary: Glossier takes the lead in advertising performance with the highest number of new ads and a diverse range of unique copies. Rare Beauty and The Original MakeUp Eraser closely follow with strong ad performance. ColourPop excels in ad velocity but needs to work on having more unique ad copies. Brands like Axiology and r.e.m. beauty also demonstrate good advertising strategies. Fenty Beauty and Haleys need to improve their advertising tactics to stay competitive. Smashbox, Saie, 19/99 Beauty, Jones Road Beauty, and MOB lag behind in ad performance, requiring substantial changes to enhance their advertising strategies.
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.
