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
Personal Care
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: The personal care industry has witnessed a notable decrease in average emails sent, dropping by 39.39% to 12.0 per brand. Glossier stands out with 18 emails, showcasing a balanced approach to email marketing, scoring 68.22% in performance. Mario Badescu leads with 40 emails, maintaining a good performance despite high promotional content. Native and Briogeo exhibit strong email deliverability, with Native overcoming a slight increase in spam score. Billie, while sending fewer emails, engages effectively with a good performance rate.
Email Deliverability Insights: Despite the industry facing an overall increase in spam scores by 2.41%, specific brands like Annmarie and Dr. Squatch manage to maintain excellent email deliverability with scores of -2.89 and -1.66, respectively. Anese and Blume face challenges with larger email sizes, potentially impacting deliverability. Athena Club struggles with both a slightly increased spam score and large email sizes, highlighting areas for improvement. Native showcases a unique situation, with an average spam score close to 0. This indicates potential deliverability concerns that need attention.
Ads Performance: Advertising in the personal care sector has seen a significant decrease, with an average of 44.87 ads per brand. Glossier and Dr. Squatch lead with diverse ads, combining both images and videos effectively. Native maintains a strong advertising presence with 100 ads, focusing on visual content. In contrast, brands like Billie, Blume, and BRAVO SIERRA lag in ad volume. Social ad diversity highlights the varying approaches, with Glossier utilizing a balanced mix of images and videos, while BRAVO SIERRA struggles with limited visual content. Overall, the industry requires a reinvigorated advertising strategy to enhance engagement and brand visibility.
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.
