Underwear - June - 2023


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

July

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

During the month of June, Shapermint and Parade once again claimed the top positions in emails. Shapermint maintained the first position with 53 emails, while Parade followed in the second position with 32 emails.

When it comes to advertising, Savage X took the lead this month by creating 170 new ads. Following behind is Shapermint with 144 new ads.

In terms of ad media used this month, Savage X gave priority to images, utilizing 132 images compared to 34 videos. On the other hand, Shapermint adopted a different approach, preferring more videos with 111 videos and 27 images.

Emails sent on average

18.3

Ads published on average

87

Average Spam Score

3.3

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 18.33 57.41%
Heist
12

❌ Poor

55.75%

⚠️ Fair

SAXX Underwear
26

✅ Good

44.54%

❌ Poor

Culprit Underwear
13

❌ Poor

70.92%

✅ Good

PSD Underwear
7

❌ Poor

55.71%

⚠️ Fair

JustWears
8

❌ Poor

50.38%

❌ Poor

Lounge Underwear
15

❌ Poor

59.13%

⚠️ Fair

Parade
32

✅ Good

54.03%

⚠️ Fair

Icone Lingerie
7

❌ Poor

53.57%

⚠️ Fair

Savage X
29

✅ Good

54.55%

⚠️ Fair

MeUndies
26

✅ Good

57.0%

⚠️ Fair

Pepper
18

⚠️ Fair

74.94%

✅ Good

Cuup
5

❌ Poor

50.2%

❌ Poor

Negative Underwear
14

❌ Poor

49.36%

❌ Poor

Shinesty
10

❌ Poor

48.6%

❌ Poor

Shapermint
53

✅ Good

64.43%

✅ Good

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 -3.32 3,331.83 kb
Heist
✅ -1.42

❌ Poor

6,406.92 kb

❌ Poor

SAXX Underwear
✅ -2.69

❌ Poor

5,062.15 kb

❌ Poor

Culprit Underwear
✅ -2.54

❌ Poor

1,834.03 kb

✅ Good

PSD Underwear
✅ -1.1

❌ Poor

2,759.64 kb

✅ Good

JustWears
✅ -2.5

❌ Poor

3,179.48 kb

⚠️ Fair

Lounge Underwear
✅ -3.43

⚠️ Fair

5,290.68 kb

❌ Poor

Parade
✅ -2.51

❌ Poor

5,803.54 kb

❌ Poor

Icone Lingerie
✅ -3.24

⚠️ Fair

2,086.43 kb

✅ Good

Savage X
✅ -3.35

⚠️ Fair

2,365.79 kb

✅ Good

MeUndies
✅ -2.68

❌ Poor

2,159.7 kb

✅ Good

Pepper
✅ -2.6

❌ Poor

681.86 kb

✅ Good

Cuup
🟧 0.52

❌ Poor

1,499.86 kb

✅ Good

Negative Underwear
✅ -0.16

❌ Poor

3,907.92 kb

❌ Poor

Shinesty
✅ -1.21

❌ Poor

6,233.19 kb

❌ Poor

Shapermint
✅ -7.17

✅ Good

1,847.27 kb

✅ Good

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 86.6 35.87
Heist
4

✅ Good

2

✅ Good

SAXX Underwear
111

❌ Poor

12

✅ Good

Culprit Underwear
28

✅ Good

0

✅ Good

PSD Underwear
61

✅ Good

31

✅ Good

JustWears
52

✅ Good

2

✅ Good

Lounge Underwear
118

❌ Poor

75

❌ Poor

Parade
73

✅ Good

38

⚠️ Fair

Icone Lingerie
13

✅ Good

8

✅ Good

Savage X
170

❌ Poor

40

❌ Poor

MeUndies
110

❌ Poor

11

✅ Good

Pepper
108

❌ Poor

8

✅ Good

Cuup
53

✅ Good

4

✅ Good

Negative Underwear
111

❌ Poor

23

✅ Good

Shinesty
143

❌ Poor

37

⚠️ Fair

Shapermint
144

❌ Poor

46

❌ Poor

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 647 612 47.11%
Heist
1

✅ Good

0

✅ Good

0.0%
SAXX Underwear
52

✅ Good

59

✅ Good

53.15%
Culprit Underwear
0

✅ Good

28

✅ Good

100.0%
PSD Underwear
10

✅ Good

43

✅ Good

70.49%
JustWears
25

✅ Good

27

✅ Good

51.92%
Lounge Underwear
63

✅ Good

42

✅ Good

35.59%
Parade
15

✅ Good

57

✅ Good

78.08%
Icone Lingerie
7

✅ Good

5

✅ Good

38.46%
Savage X
132

✅ Good

34

✅ Good

20.0%
MeUndies
98

✅ Good

11

✅ Good

10.0%
Pepper
14

✅ Good

94

✅ Good

87.04%
Cuup
51

✅ Good

2

✅ Good

3.77%
Negative Underwear
78

✅ Good

33

✅ Good

29.73%
Shinesty
74

✅ Good

66

✅ Good

46.15%
Shapermint
27

✅ Good

111

✅ Good

77.08%

Ads detected over time

Browse previous benchmarks

Underwear - February - 2024

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Underwear - January - 2024

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Underwear - December - 2023

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Underwear - November - 2023

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Underwear - October - 2023

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Underwear - September - 2023

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

No items found.

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