Footwear - August - 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

August

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 August, JustFab led again in emails, sending 32 emails this month, out of which 90% are promotional. KURU Footwear followed with 30 emails.

Regarding advertising, SKECHERS was at the forefront with 139 new ads created, using the highest number of ad copies (57) among all the benchmarked brands this month. Wolf & Shepherd secured the second position with 103 new ads.

Concerning ad strategy, both SKECHERS and Wolf & Shepherd favored images over videos. SKECHERS used 125 images and 11 videos, while Wolf & Shepherd employed 99 images and only 4 videos.

Emails sent on average

12.9

Ads published on average

59

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 12.87 59.35%
KURU Footwear
31

✅ Good

67.97%

✅ Good

Tamara Mellon
26

✅ Good

68.0%

✅ Good

Bates Footwear
26

✅ Good

46.12%

❌ Poor

SKECHERS
16

✅ Good

59.75%

⚠️ Fair

Wolf & Shepherd
16

✅ Good

62.63%

⚠️ Fair

Indestructible Shoes
0

❌ Poor

0%

❌ Poor

Gianvito Rossi
4

❌ Poor

63.25%

⚠️ Fair

Thesus Outdoors
3

❌ Poor

51.33%

❌ Poor

Taft
6

❌ Poor

59.33%

⚠️ Fair

Thursday Boot Company
4

❌ Poor

51.0%

❌ Poor

JustFab
32

✅ Good

57.22%

⚠️ Fair

Axel Arigato
8

❌ Poor

57.0%

⚠️ Fair

Birkenstock - UK
11

❌ Poor

57.36%

⚠️ Fair

Vessi
10

❌ Poor

53.8%

⚠️ Fair

Neemans
0

❌ Poor

0%

❌ Poor

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 -3.26 2,156.55 kb
KURU Footwear
✅ -1.55

❌ Poor

1,007.29 kb

✅ Good

Tamara Mellon
✅ -2.36

❌ Poor

1,317.14 kb

✅ Good

Bates Footwear
✅ -2.18

❌ Poor

4,039.42 kb

❌ Poor

SKECHERS
✅ -1.98

❌ Poor

820.03 kb

✅ Good

Wolf & Shepherd
✅ -1.49

❌ Poor

962.98 kb

✅ Good

Indestructible Shoes
- -
Gianvito Rossi
✅ -5.1

✅ Good

3,021.22 kb

❌ Poor

Thesus Outdoors
✅ -5.0

✅ Good

10,305.16 kb

❌ Poor

Taft
✅ -2.52

❌ Poor

2,149.55 kb

⚠️ Fair

Thursday Boot Company
✅ -1.8

❌ Poor

13,379.76 kb

❌ Poor

JustFab
✅ -9.07

✅ Good

1,784.81 kb

✅ Good

Axel Arigato
✅ -2.43

❌ Poor

1,961.21 kb

⚠️ Fair

Birkenstock - UK
✅ -4.15

✅ Good

1,645.62 kb

✅ Good

Vessi
🟧 0.14

❌ Poor

1,686.82 kb

✅ Good

Neemans
- -

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 59.27 25.0
KURU Footwear
41

✅ Good

5

✅ Good

Tamara Mellon
58

⚠️ Fair

6

✅ Good

Bates Footwear
0

✅ Good

-
SKECHERS
139

❌ Poor

34

❌ Poor

Wolf & Shepherd
103

❌ Poor

5

✅ Good

Indestructible Shoes
16

✅ Good

16

✅ Good

Gianvito Rossi
17

✅ Good

3

✅ Good

Thesus Outdoors
6

✅ Good

2

✅ Good

Taft
51

✅ Good

15

✅ Good

Thursday Boot Company
38

✅ Good

26

⚠️ Fair

JustFab
86

❌ Poor

29

❌ Poor

Axel Arigato
95

❌ Poor

33

❌ Poor

Birkenstock - UK
77

❌ Poor

20

✅ Good

Vessi
102

❌ Poor

17

✅ Good

Neemans
60

⚠️ 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 643 219 24.63%
KURU Footwear
26

✅ Good

12

✅ Good

29.27%
Tamara Mellon
11

✅ Good

39

✅ Good

67.24%
Bates Footwear
0

✅ Good

0

✅ Good

-
SKECHERS
125

✅ Good

11

✅ Good

7.91%
Wolf & Shepherd
99

✅ Good

4

✅ Good

3.88%
Indestructible Shoes
1

✅ Good

15

✅ Good

93.75%
Gianvito Rossi
5

✅ Good

12

✅ Good

70.59%
Thesus Outdoors
6

✅ Good

0

✅ Good

0.0%
Taft
42

✅ Good

6

✅ Good

11.76%
Thursday Boot Company
33

✅ Good

3

✅ Good

7.89%
JustFab
75

✅ Good

8

✅ Good

9.3%
Axel Arigato
92

✅ Good

3

✅ Good

3.16%
Birkenstock - UK
24

✅ Good

53

✅ Good

68.83%
Vessi
46

✅ Good

52

✅ Good

50.98%
Neemans
58

✅ Good

1

✅ Good

1.67%

Ads detected over time

Browse previous benchmarks

Footwear - January - 2024

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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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