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
October
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
In March 2024, Glossier and Dr. Squatch dominated the personal care e-commerce field. Glossier led with a remarkable 77.74% success score, aided by the highest ad score (96.17%) and strong organic traffic of 551,676. Dr. Squatch was close with a 77.32% success score, supported by high growth (65.56%) and ads. Briogeo also performed well, with a 73.71% success score, benefiting from top email engagement (69.54%) and a full 100% ad score, making it a key player in both email and ad performance, although slightly lower in organic reach compared to the leaders.
Anese and Blume were strong contenders, just behind the leaders. Anese achieved a 61.44% success score with a balanced approach, excelling in email and ad scores, each over 67%, though with limited traffic. Blume, scoring 64.41%, showed excellent growth and ad effectiveness (84.58%), but struggled with traffic, which limits its overall impact. Mario Badescu also performed steadily with a 59.85% success score, driven by high email performance (82.42%) but lagging behind in ad effectiveness.
At the lower end, Bruush, Naturally Serious, and Athena Club struggled. Bruush, with an 8.8% success score, had minimal ad and email impact. Naturally Serious and Burst Oral Care also underperformed, each with low success scores of 14.05% and 21.35%, respectively, due to weak ad scores and limited traffic, which hampered their competitive stance. Athena Club showed only moderate growth and low email effectiveness, resulting in a limited overall impact.
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.
