Footwear - April - 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.

Footwear

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Footwear

industry, for the month of

April

2023

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

Table of content

Highlights & Summary

In April, JustFab, KURU Footwear, and Tamara Mellon were active in email marketing, with JustFab taking the lead by sending 31 promotional emails. Vessi, Taft, and Thursday Boot Company were the top three brands in terms of new ads created, with Vessi launching 90 new ads, followed by Taft with 59 new ads and Thursday Boot Company with 57 new ads. Thursday Boot Company had the highest number of ad copies with 40 ad copies. Among the three brands, Taft and Thursday Boot Company preferred to use images over videos in their ad strategy. Taft created 51 new images and only 8 new videos, while Thursday Boot Company used 46 new images and 9 new videos. Vessi, on the other hand, created 49 new videos and 38 new images.

Emails sent on average

12.8

Ads published on average

29

Average Spam Score

3.2

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 12.8 60.32%
KURU Footwear
29

✅ Good

59.79%

⚠️ Fair

Tamara Mellon
23

✅ Good

67.57%

✅ Good

Bates Footwear
0

❌ Poor

0%

❌ Poor

SKECHERS
18

✅ Good

61.67%

⚠️ Fair

Wolf & Shepherd
12

⚠️ Fair

47.83%

❌ Poor

Indestructible Shoes
13

⚠️ Fair

68.92%

✅ Good

Gianvito Rossi
7

❌ Poor

55.43%

⚠️ Fair

Thesus Outdoors
7

❌ Poor

52.29%

❌ Poor

Taft
13

⚠️ Fair

62.85%

⚠️ Fair

Thursday Boot Company
5

❌ Poor

53.6%

❌ Poor

JustFab
31

✅ Good

61.81%

⚠️ Fair

Axel Arigato
12

⚠️ Fair

75.83%

✅ Good

Birkenstock - UK
12

⚠️ Fair

46.42%

❌ Poor

Vessi
9

❌ Poor

46.56%

❌ Poor

Neemans
1

❌ Poor

73.0%

✅ 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 -3.22 1,853.23 kb
KURU Footwear
✅ -1.38

❌ Poor

1,349.65 kb

✅ Good

Tamara Mellon
✅ -2.27

❌ Poor

1,438.78 kb

✅ Good

Bates Footwear
- -
SKECHERS
✅ -2.47

❌ Poor

429.94 kb

✅ Good

Wolf & Shepherd
✅ -0.87

❌ Poor

3,202.0 kb

❌ Poor

Indestructible Shoes
✅ -1.72

❌ Poor

1,692.44 kb

⚠️ Fair

Gianvito Rossi
✅ -2.96

⚠️ Fair

5,730.06 kb

❌ Poor

Thesus Outdoors
✅ -1.26

❌ Poor

2,630.14 kb

❌ Poor

Taft
✅ -3.81

✅ Good

2,099.75 kb

❌ Poor

Thursday Boot Company
✅ -2.5

❌ Poor

4,884.15 kb

❌ Poor

JustFab
✅ -9.4

✅ Good

1,179.19 kb

✅ Good

Axel Arigato
✅ -3.33

⚠️ Fair

66.29 kb

✅ Good

Birkenstock - UK
✅ -2.02

❌ Poor

2,887.28 kb

❌ Poor

Vessi
🟧 0.29

❌ Poor

3,517.15 kb

❌ Poor

Neemans
✅ -5.0

✅ Good

1,533.56 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 28.73 14.93
KURU Footwear
20

✅ Good

3

✅ Good

Tamara Mellon
34

❌ Poor

7

✅ Good

Bates Footwear
0

✅ Good

-
SKECHERS
40

❌ Poor

20

❌ Poor

Wolf & Shepherd
17

✅ Good

8

✅ Good

Indestructible Shoes
17

✅ Good

17

❌ Poor

Gianvito Rossi
11

✅ Good

5

✅ Good

Thesus Outdoors
0

✅ Good

-
Taft
59

❌ Poor

13

✅ Good

Thursday Boot Company
57

❌ Poor

32

❌ Poor

JustFab
0

✅ Good

-
Axel Arigato
30

⚠️ Fair

6

✅ Good

Birkenstock - UK
30

⚠️ Fair

19

❌ Poor

Vessi
90

❌ Poor

11

✅ Good

Neemans
26

⚠️ Fair

9

✅ 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 279 140 32.48%
KURU Footwear
18

✅ Good

2

✅ Good

10.0%
Tamara Mellon
18

✅ Good

9

✅ Good

26.47%
Bates Footwear
0

✅ Good

0

✅ Good

-
SKECHERS
26

✅ Good

14

✅ Good

35.0%
Wolf & Shepherd
17

✅ Good

0

✅ Good

0.0%
Indestructible Shoes
7

✅ Good

10

✅ Good

58.82%
Gianvito Rossi
7

✅ Good

4

✅ Good

36.36%
Thesus Outdoors
0

✅ Good

0

✅ Good

-
Taft
51

✅ Good

8

✅ Good

13.56%
Thursday Boot Company
46

✅ Good

9

✅ Good

15.79%
JustFab
0

✅ Good

0

✅ Good

-
Axel Arigato
25

✅ Good

5

✅ Good

16.67%
Birkenstock - UK
6

✅ Good

24

✅ Good

80.0%
Vessi
38

✅ Good

49

✅ Good

54.44%
Neemans
20

✅ Good

6

✅ Good

23.08%

Ads detected over time

Browse previous benchmarks

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Footwear - December - 2023

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Footwear - November - 2023

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Footwear - October - 2023

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Footwear - September - 2023

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Footwear - August - 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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