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
November
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Brilliance: In the Shaving industry, FFS leads with an impressive email strategy, sending 6.73 emails on average, striking a balance between frequency and performance. Supply closely follows, excelling in both quantity and email scoring, proving its efficacy. Manscaped, while maintaining good frequency, faces challenges in email scoring, signaling room for improvement. Hanni and OneBlade, though commendable, show a slight performance dip. Notably, Flamingo and Billie struggle, grappling with both frequency and performance metrics. To dominate this space, a harmonious blend of engaging content and optimal email frequency is imperative.
Deliverability Dynamics: Deliverability-wise, Harrys emerges as a star with an excellent spam score and well-optimized email size. In contrast, Leaf Shave faces challenges with a higher spam score and subpar email size. Manscaped and Flamingo struggle, indicating issues with both spam score and email size optimization. The Shaving industry must refine strategies to ensure emails not only reach inboxes but also offer a seamless user experience, with an ideal balance between spam scores and email size.
Ads Variety and Vigor: In the advertising arena, Manscaped takes the lead with a robust strategy, featuring 91 new ads, showcasing both diversity and frequency. Harrys closely follows, demonstrating a rich variety with 55 new ads. Billie, OneBlade, and Hanni maintain a good balance. However, FFS and Supply struggle in this aspect, indicating a need for more diverse and frequent ad campaigns. The Shaving market demands a dynamic ad approach with a blend of captivating images and engaging videos to maintain consumer interest and interaction.
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.
