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
Supplements
industry, for the month of
May
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance: UMZU leads in email marketing with 28 emails, though its high 100% promotional content affects its scoring. Inno Supps also sent 28 emails, balancing promotions better. Onnit sent 24 emails with a 51.88% score, showing solid performance but lower promotional content. Brands like beam and O Positiv, with 16 emails each, also perform well. However, The Nue Co and Dose, each with 9 emails, have lower scores and limited promotions. Cuure, OLLY, and Care/Of lag behind, sending no emails, affecting their engagement significantly.
Email Deliverability and Spam Scores: Onnit excels with a spam score of -3.79 and a sizable email of 2,501.49 kb. Happy Tuesdays and Inno Supps also show good deliverability with spam scores of -3.03 and -2.15 respectively, indicating effective email strategies. However, UMZU and Dose struggle, with spam scores of 1.62 and 0.73, impacting their deliverability negatively. Brands like O Positiv and beam maintain good spam scores of -2.06 and -2.18, enhancing their engagement. The Nue Co and NutraChamps, despite good spam scores, have less effective email sizes, needing improvement.
Advertising Impact and Diversity: Cuure leads in advertising with 143 new ads and 58 unique copies, showing high engagement. Ritual and O Positiv follow with 117 and 116 new ads respectively, maintaining strong ad diversity. Inno Supps also performs well with 107 new ads and 81 unique copies. Onnit, with 76 ads and 23 unique copies, shows moderate performance. Dose and beam need to improve their ad copy diversity, impacting their reach. Brands like Happy Tuesdays and UMZU lag behind, with minimal ads and unique copies, indicating less advertising activity and engagement.
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.
