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
Underwear
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: Shapermint stands out in email marketing, sending 49 emails with a 59.22% scoring and 22% promotional content. Parade also excels with 26 emails, a high 61.19% scoring, and just 3% promotions. SAXX Underwear and Savage X are active, sending 24 and 23 emails respectively, though their promotional content is higher at 41% and 91%. These brands lead in leveraging email marketing effectively. Brands like Cuup and JustWears lag with fewer emails and poorer scoring, indicating room for improvement.
Email Deliverability and Spam Scores: JustWears excels in deliverability with a spam score of -4.07 and an optimal email size of 1,962.03 kb. Shapermint follows with a spam score of -7.74 but faces issues with larger email sizes. Heist and Parade perform decently with spam scores of -2.42 and -1.82 respectively, and good email sizes. SAXX Underwear and Shinesty struggle with poor spam scores of 0.01 and 1.87, impacting their deliverability. Overall, brands with better spam scores and manageable email sizes show higher engagement rates.
Advertising Impact and Diversity: Lounge Underwear leads in advertising with 215 new ads and 88 unique copies, showcasing a diverse strategy. Savage X and Shinesty follow, with 125 and 117 new ads respectively, emphasizing their robust advertising efforts. Shapermint and MeUndies also show significant ad volumes with over 100 new ads each. However, brands like Heist and Cuup lag with minimal ads and unique copies. In terms of social ad diversity, Lounge Underwear and Shinesty excel with high proportions of new images and videos, enhancing their engagement across platforms. Brands like Parade and Cuup need to improve their ad diversity to boost performance.
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.
