Footwear - March - 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

During March, JustFab sent the highest number of emails with 36 emails followed by KURU Footwear with 33 emails.

Thursday Boot Company outperformed other brands in terms of the number of new ads created with 80 new ads launched and also the highest number of unique ad copies used with 33 ad copies. Vessi followed closely with 60 new ads launched.

Thursday Boot Company's media strategy for their ads is more focused on images, with a total of 69 new images and only 8 videos used in their ads this month. On the other hand, Vessi has a more balanced strategy using almost the same number of images and videos with 32 new images and 28 new videos.

Emails sent on average

13.8

Ads published on average

27

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 13.8 60.97%
KURU Footwear
33

✅ Good

60.64%

⚠️ Fair

Tamara Mellon
25

✅ Good

66.36%

⚠️ Fair

Bates Footwear
0

❌ Poor

0%

❌ Poor

SKECHERS
21

✅ Good

63.95%

⚠️ Fair

Wolf & Shepherd
16

✅ Good

50.88%

❌ Poor

Indestructible Shoes
14

⚠️ Fair

68.21%

✅ Good

Gianvito Rossi
7

❌ Poor

52.14%

❌ Poor

Thesus Outdoors
4

❌ Poor

53.0%

❌ Poor

Taft
13

⚠️ Fair

62.15%

⚠️ Fair

Thursday Boot Company
3

❌ Poor

51.67%

❌ Poor

JustFab
36

✅ Good

62.08%

⚠️ Fair

Axel Arigato
12

❌ Poor

77.42%

✅ Good

Birkenstock - UK
11

❌ Poor

48.27%

❌ Poor

Vessi
11

❌ Poor

49.73%

❌ Poor

Neemans
1

❌ Poor

66.0%

⚠️ 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 -3.15 1,878.58 kb
KURU Footwear
✅ -0.95

❌ Poor

1,906.22 kb

⚠️ Fair

Tamara Mellon
✅ -1.54

❌ Poor

1,419.7 kb

✅ Good

Bates Footwear
- -
SKECHERS
✅ -3.07

⚠️ Fair

458.01 kb

✅ Good

Wolf & Shepherd
✅ -0.78

❌ Poor

3,519.03 kb

❌ Poor

Indestructible Shoes
✅ -1.24

❌ Poor

1,589.5 kb

✅ Good

Gianvito Rossi
✅ -2.96

⚠️ Fair

6,140.83 kb

❌ Poor

Thesus Outdoors
✅ -1.25

❌ Poor

2,542.82 kb

❌ Poor

Taft
✅ -3.08

⚠️ Fair

1,756.96 kb

⚠️ Fair

Thursday Boot Company
✅ -1.83

❌ Poor

5,968.58 kb

❌ Poor

JustFab
✅ -9.51

✅ Good

1,259.58 kb

✅ Good

Axel Arigato
✅ -3.75

✅ Good

67.28 kb

✅ Good

Birkenstock - UK
✅ -1.74

❌ Poor

2,346.79 kb

❌ Poor

Vessi
✅ -0.24

❌ Poor

3,231.54 kb

❌ Poor

Neemans
✅ -5.0

✅ Good

874.9 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 27.07 13.8
KURU Footwear
23

✅ Good

5

✅ Good

Tamara Mellon
55

❌ Poor

11

✅ Good

Bates Footwear
0

✅ Good

-
SKECHERS
29

⚠️ Fair

16

❌ Poor

Wolf & Shepherd
27

⚠️ Fair

11

✅ Good

Indestructible Shoes
7

✅ Good

7

✅ Good

Gianvito Rossi
14

✅ Good

4

✅ Good

Thesus Outdoors
0

✅ Good

-
Taft
54

❌ Poor

19

❌ Poor

Thursday Boot Company
80

❌ Poor

33

❌ Poor

JustFab
27

⚠️ Fair

12

✅ Good

Axel Arigato
30

❌ Poor

6

✅ Good

Birkenstock - UK
0

✅ Good

-
Vessi
60

❌ Poor

8

✅ Good

Neemans
0

✅ 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 299 94 23.15%
KURU Footwear
21

✅ Good

2

✅ Good

8.7%
Tamara Mellon
27

✅ Good

21

✅ Good

38.18%
Bates Footwear
0

✅ Good

0

✅ Good

-
SKECHERS
14

✅ Good

15

✅ Good

51.72%
Wolf & Shepherd
27

✅ Good

0

✅ Good

0.0%
Indestructible Shoes
0

✅ Good

7

✅ Good

100.0%
Gianvito Rossi
14

✅ Good

0

✅ Good

0.0%
Thesus Outdoors
0

✅ Good

0

✅ Good

-
Taft
48

✅ Good

4

✅ Good

7.41%
Thursday Boot Company
69

✅ Good

8

✅ Good

10.0%
JustFab
22

✅ Good

4

✅ Good

14.81%
Axel Arigato
25

✅ Good

5

✅ Good

16.67%
Birkenstock - UK
0

✅ Good

0

✅ Good

-
Vessi
32

✅ Good

28

✅ Good

46.67%
Neemans
0

✅ Good

0

✅ Good

-

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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