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
Shaving
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: In the shaving industry, despite a 46.51% reduction in average emails sent, brands showcased diverse email strategies. Manscaped led with 21 emails, securing a good performance despite a high promotion percentage. Supply demonstrated excellence with a 72.5% email scoring and a balanced promotion approach. Hanni and Bevel maintained good performances, with Hanni exhibiting notable email scoring. Flamingo and Harrys faced challenges, with Harrys notably struggling with both a poor email scoring and a high promotion percentage.
Email Deliverability Insights: Leaf Shave demonstrated exceptional email deliverability with a significantly low spam score and a manageable email size. Harrys, despite a slightly increased spam score, maintained a good deliverability with a small email size. Manscaped struggled with both a high spam score and a large email size, impacting deliverability. Hanni faced challenges with fair deliverability, indicated by a decreased spam score and a large email size. BigMoustache faced issues with both spam score and email size, impacting overall deliverability. Estrid maintained good deliverability despite a significantly decreased spam score.
Ads Performance: The industry experienced a 6.54% increase in average ads published. Manscaped led in advertising with 121 new ads, showcasing diverse content and securing a strong presence. Harrys and Billie also demonstrated good advertising impact with 91 and 49 new ads, respectively. However, brands like OneBlade and BigMoustache struggled with both ad volume and content diversity. Leaf Shave, despite not engaging in social ads, maintained a solid position with exceptional deliverability.
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.
