Underwear - February - 2024


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.

Underwear

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.

Table of content

Highlights & Summary

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.

Emails sent on average

16.0

Ads published on average

52

Average Spam Score

1.9

Email Marketing Benchmark Breakdown

Email Marketing Performances

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.)

Brand # Emails Sent Performance Email Scoring Performance
Average 16.0 57.69%
Heist
20

✅ Good

67.55%

✅ Good

SAXX Underwear
22

✅ Good

37.55%

❌ Poor

Culprit Underwear
12

❌ Poor

68.0%

✅ Good

PSD Underwear
1

❌ Poor

56.0%

⚠️ Fair

JustWears
7

❌ Poor

49.71%

❌ Poor

Lounge Underwear
17

⚠️ Fair

60.65%

⚠️ Fair

Parade
29

✅ Good

62.83%

⚠️ Fair

Icone Lingerie
8

❌ Poor

49.13%

❌ Poor

Savage X
6

❌ Poor

51.0%

❌ Poor

MeUndies
24

✅ Good

53.75%

⚠️ Fair

Pepper
19

✅ Good

75.95%

✅ Good

Cuup
26

✅ Good

60.15%

⚠️ Fair

Negative Underwear
0

❌ Poor

0%

❌ Poor

Shinesty
8

❌ Poor

33.25%

❌ Poor

Shapermint
41

✅ Good

56.9%

⚠️ Fair

Email Deliverability Performances

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.

Brand Average Spam Score Performance Email Size Performance
Average -1.93 3,255.72 kb
Heist
✅ -2.66

✅ Good

4,663.72 kb

❌ Poor

SAXX Underwear
🟧 0.57

❌ Poor

6,765.15 kb

❌ Poor

Culprit Underwear
✅ -1.55

❌ Poor

942.72 kb

✅ Good

PSD Underwear
- 2,332.52 kb

✅ Good

JustWears
✅ -2.54

✅ Good

2,213.43 kb

✅ Good

Lounge Underwear
✅ -3.34

✅ Good

5,321.48 kb

❌ Poor

Parade
✅ -1.29

❌ Poor

4,417.56 kb

❌ Poor

Icone Lingerie
✅ -1.49

❌ Poor

3,446.9 kb

⚠️ Fair

Savage X
- 2,611.13 kb

✅ Good

MeUndies
✅ -0.51

❌ Poor

1,509.38 kb

✅ Good

Pepper
✅ -2.12

⚠️ Fair

651.58 kb

✅ Good

Cuup
✅ -0.95

❌ Poor

53.52 kb

✅ Good

Negative Underwear
- -
Shinesty
🟧 2.08

❌ Poor

4,956.12 kb

❌ Poor

Shapermint
✅ -5.01

✅ Good

3,869.83 kb

❌ Poor

Email sent over time

Advertising performances and activity

Ad Velocity

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.

Brand New Ads Detected Performance Unique Copy Performance
Average 51.53 18.13
Heist
5

✅ Good

3

✅ Good

SAXX Underwear
108

❌ Poor

7

✅ Good

Culprit Underwear
41

✅ Good

1

✅ Good

PSD Underwear
31

✅ Good

25

❌ Poor

JustWears
65

❌ Poor

2

✅ Good

Lounge Underwear
108

❌ Poor

27

❌ Poor

Parade
17

✅ Good

4

✅ Good

Icone Lingerie
30

✅ Good

8

✅ Good

Savage X
61

❌ Poor

10

✅ Good

MeUndies
53

⚠️ Fair

6

✅ Good

Pepper
0

✅ Good

-
Cuup
9

✅ Good

7

✅ Good

Negative Underwear
110

❌ Poor

21

❌ Poor

Shinesty
77

❌ Poor

28

❌ Poor

Shapermint
58

❌ Poor

3

✅ Good

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 424 349 45.15%
Heist
4

✅ Good

1

✅ Good

20.0%
SAXX Underwear
74

✅ Good

34

✅ Good

31.48%
Culprit Underwear
13

✅ Good

28

✅ Good

68.29%
PSD Underwear
10

✅ Good

21

✅ Good

67.74%
JustWears
50

✅ Good

15

✅ Good

23.08%
Lounge Underwear
40

✅ Good

68

✅ Good

62.96%
Parade
14

✅ Good

3

✅ Good

17.65%
Icone Lingerie
24

✅ Good

6

✅ Good

20.0%
Savage X
42

✅ Good

19

✅ Good

31.15%
MeUndies
27

✅ Good

26

✅ Good

49.06%
Pepper
0

✅ Good

0

✅ Good

-
Cuup
7

✅ Good

2

✅ Good

22.22%
Negative Underwear
77

✅ Good

33

✅ Good

30.0%
Shinesty
37

✅ Good

40

✅ Good

51.95%
Shapermint
5

✅ Good

53

✅ Good

91.38%

Ads detected over time

Browse previous benchmarks

Underwear - February - 2024

READ MORE

Underwear - January - 2024

READ MORE

Underwear - December - 2023

READ MORE

Underwear - November - 2023

READ MORE

Underwear - October - 2023

READ MORE

Underwear - September - 2023

READ MORE

Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

Related brands