Footwear - December - 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

January

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 Overview: In the dynamic footwear industry, JustFab takes the lead with 34 well-tailored emails, earning a 64.21% performance score. KURU Footwear follows closely, showcasing a 69.94% email scoring. SKECHERS and Wolf & Shepherd maintain a strong presence, demonstrating impactful email campaigns. However, brands like Gianvito Rossi and Thursday Boot Company fall behind, lacking in both volume and engagement. Neemans, although with a substantial email count, needs improvement in content engagement to compete effectively.

Email Deliverability Insights: JustFab excels in email deliverability, boasting a significant reduction in spam scores and moderate email sizes. KURU Footwear, despite good email scoring, struggles with larger email sizes, impacting deliverability. Brands like Neemans and SKECHERS demonstrate efficiency in deliverability, ensuring emails reach the audience effectively. In contrast, Gianvito Rossi and Thursday Boot Company face challenges with high spam scores and larger email sizes.

Ads Performance: Axel Arigato emerges as a leader in advertising, with 160 impactful ads and a diverse range of 15 unique copies. SKECHERS and Neemans maintain robust advertising strategies, combining substantial ad volumes with engaging content. JustFab, while excelling in email marketing, needs to diversify its advertising content. Brands like Gianvito Rossi, Thesus Outdoors, and Indestructible Shoes lag in both volume and content diversity, requiring strategic adjustments for a competitive edge.

Emails sent on average

14.9

Ads published on average

62

Average Spam Score

2.8

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 14.93 60.5%
KURU Footwear
34

✅ Good

69.94%

✅ Good

Tamara Mellon
1

❌ Poor

54.0%

❌ Poor

Bates Footwear
33

✅ Good

51.7%

❌ Poor

SKECHERS
20

✅ Good

63.15%

⚠️ Fair

Wolf & Shepherd
17

✅ Good

71.24%

✅ Good

Indestructible Shoes
15

⚠️ Fair

56.0%

⚠️ Fair

Gianvito Rossi
6

❌ Poor

58.17%

⚠️ Fair

Thesus Outdoors
15

⚠️ Fair

48.87%

❌ Poor

Taft
5

❌ Poor

64.8%

⚠️ Fair

Thursday Boot Company
4

❌ Poor

36.5%

❌ Poor

JustFab
34

✅ Good

64.21%

⚠️ Fair

Axel Arigato
8

❌ Poor

52.38%

❌ Poor

Birkenstock - UK
9

❌ Poor

55.33%

⚠️ Fair

Vessi
12

❌ Poor

60.33%

⚠️ Fair

Neemans
11

❌ Poor

65.82%

⚠️ 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 -2.75 2,138.09 kb
KURU Footwear
✅ -0.73

❌ Poor

599.49 kb

✅ Good

Tamara Mellon
🟧 1.1

❌ Poor

1,218.65 kb

✅ Good

Bates Footwear
✅ -3.41

✅ Good

3,370.28 kb

❌ Poor

SKECHERS
✅ -3.37

✅ Good

706.66 kb

✅ Good

Wolf & Shepherd
✅ -2.26

❌ Poor

754.91 kb

✅ Good

Indestructible Shoes
✅ -0.69

❌ Poor

3,424.1 kb

❌ Poor

Gianvito Rossi
✅ -1.77

❌ Poor

2,699.6 kb

❌ Poor

Thesus Outdoors
✅ -0.95

❌ Poor

6,892.93 kb

❌ Poor

Taft
✅ -3.98

✅ Good

3,154.08 kb

❌ Poor

Thursday Boot Company
🟧 1.8

❌ Poor

5,122.07 kb

❌ Poor

JustFab
✅ -6.74

✅ Good

1,275.42 kb

✅ Good

Axel Arigato
✅ -1.18

❌ Poor

1,821.96 kb

✅ Good

Birkenstock - UK
✅ -4.51

✅ Good

3,206.53 kb

❌ Poor

Vessi
✅ -1.9

❌ Poor

1,369.23 kb

✅ Good

Neemans
✅ -2.27

❌ Poor

791.22 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 62.33 19.53
KURU Footwear
44

✅ Good

14

✅ Good

Tamara Mellon
0

✅ Good

-
Bates Footwear
0

✅ Good

-
SKECHERS
120

❌ Poor

15

✅ Good

Wolf & Shepherd
62

⚠️ Fair

11

✅ Good

Indestructible Shoes
9

✅ Good

9

✅ Good

Gianvito Rossi
41

✅ Good

1

✅ Good

Thesus Outdoors
20

✅ Good

0

✅ Good

Taft
67

⚠️ Fair

0

✅ Good

Thursday Boot Company
57

⚠️ Fair

34

❌ Poor

JustFab
69

❌ Poor

13

✅ Good

Axel Arigato
160

❌ Poor

7

✅ Good

Birkenstock - UK
86

❌ Poor

20

⚠️ Fair

Vessi
86

❌ Poor

13

✅ Good

Neemans
114

❌ Poor

15

✅ 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 585 350 37.43%
KURU Footwear
38

✅ Good

6

✅ Good

13.64%
Tamara Mellon
0

✅ Good

0

✅ Good

-
Bates Footwear
0

✅ Good

0

✅ Good

-
SKECHERS
107

✅ Good

13

✅ Good

10.83%
Wolf & Shepherd
56

✅ Good

6

✅ Good

9.68%
Indestructible Shoes
0

✅ Good

9

✅ Good

100.0%
Gianvito Rossi
25

✅ Good

16

✅ Good

39.02%
Thesus Outdoors
20

✅ Good

0

✅ Good

0.0%
Taft
65

✅ Good

2

✅ Good

2.99%
Thursday Boot Company
37

✅ Good

20

✅ Good

35.09%
JustFab
48

✅ Good

21

✅ Good

30.43%
Axel Arigato
86

✅ Good

74

✅ Good

46.25%
Birkenstock - UK
1

✅ Good

85

✅ Good

98.84%
Vessi
38

✅ Good

48

✅ Good

55.81%
Neemans
64

✅ Good

50

✅ Good

43.86%

Ads detected over time

Browse previous benchmarks

Footwear - January - 2024

READ MORE

Footwear - December - 2023

READ MORE

Footwear - November - 2023

READ MORE

Footwear - October - 2023

READ MORE

Footwear - September - 2023

READ MORE

Footwear - August - 2023

READ MORE

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

No items found.

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