Footwear - November - 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

November

2023

. 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 : KURU Footwear leads the footwear domain, striking a balance between email quantity and quality with 43 impactful emails and impressive email scores. JustFab closely follows, demonstrating a robust email strategy with 36 well-crafted communications, showcasing both frequency and excellence. Wolf & Shepherd and SKECHERS maintain strong positions, excelling in both email count and scoring. Tamara Mellon, although fair in email quantity, excels in scoring, showcasing a strategic approach. Indestructible Shoes, while having a decent email count, struggles with scoring, indicative of an area for improvement.

Email Deliverability Insights : SKECHERS emerges as a delivery maestro, optimizing emails with a significant decrease in spam scores and an efficient email size. KURU Footwear impresses with a notable decrease in spam scores but faces challenges in managing email size. JustFab faces hurdles in spam scores, impacting deliverability, whereas Vessi struggles with larger email sizes. Brands like Thursday Boot Company and Gianvito Rossi excel in delivery optimization, ensuring emails pass spam filters. In the competitive footwear landscape, a meticulous approach to both spam scores and email sizes is pivotal for reaching and engaging a broad audience effectively.

Ads Performance : Thursday Boot Company leads in ad velocity, publishing 96 diverse ads with a wide range of copies. Axel Arigato and SKECHERS closely follow, maintaining a good balance in ad quantity and uniqueness. KURU Footwear, while strong in emails, lags in advertising diversity, an area for potential growth. JustFab, Tamara Mellon, and Thesus Outdoors, though fair in advertising, need to diversify content. In the dynamic realm of footwear, a comprehensive advertising strategy, blending quantity with diverse content, is key for brand resonance and sustained consumer interest.

Emails sent on average

21.1

Ads published on average

59

Average Spam Score

2.7

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 21.07 55.4%
KURU Footwear
43

✅ Good

67.58%

✅ Good

Tamara Mellon
22

⚠️ Fair

61.36%

✅ Good

Bates Footwear
71

✅ Good

43.06%

❌ Poor

SKECHERS
23

⚠️ Fair

58.39%

⚠️ Fair

Wolf & Shepherd
26

✅ Good

61.81%

✅ Good

Indestructible Shoes
21

⚠️ Fair

49.95%

⚠️ Fair

Gianvito Rossi
4

❌ Poor

56.5%

⚠️ Fair

Thesus Outdoors
8

❌ Poor

47.88%

❌ Poor

Taft
11

❌ Poor

62.91%

✅ Good

Thursday Boot Company
8

❌ Poor

44.38%

❌ Poor

JustFab
36

✅ Good

61.42%

✅ Good

Axel Arigato
9

❌ Poor

59.44%

⚠️ Fair

Birkenstock - UK
12

❌ Poor

47.0%

❌ Poor

Vessi
16

❌ Poor

53.56%

⚠️ Fair

Neemans
6

❌ Poor

61.67%

✅ 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 -2.74 2,527.78 kb
KURU Footwear
✅ -0.57

❌ Poor

690.71 kb

✅ Good

Tamara Mellon
✅ -2.39

❌ Poor

2,378.03 kb

⚠️ Fair

Bates Footwear
✅ -2.79

⚠️ Fair

4,308.07 kb

❌ Poor

SKECHERS
✅ -3.45

✅ Good

983.37 kb

✅ Good

Wolf & Shepherd
✅ -2.21

❌ Poor

1,315.34 kb

✅ Good

Indestructible Shoes
🟧 0.1

❌ Poor

1,730.33 kb

✅ Good

Gianvito Rossi
✅ -3.85

✅ Good

4,072.95 kb

❌ Poor

Thesus Outdoors
✅ -2.29

❌ Poor

8,357.57 kb

❌ Poor

Taft
✅ -2.98

⚠️ Fair

2,358.64 kb

⚠️ Fair

Thursday Boot Company
✅ -0.54

❌ Poor

8,466.36 kb

❌ Poor

JustFab
✅ -8.76

✅ Good

1,733.91 kb

✅ Good

Axel Arigato
✅ -3.19

✅ Good

1,970.94 kb

✅ Good

Birkenstock - UK
✅ -2.13

❌ Poor

2,414.87 kb

⚠️ Fair

Vessi
🟧 0.11

❌ Poor

1,722.3 kb

✅ Good

Neemans
✅ -2.5

⚠️ Fair

702.09 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 58.8 25.2
KURU Footwear
39

✅ Good

10

✅ Good

Tamara Mellon
30

✅ Good

0

✅ Good

Bates Footwear
2

✅ Good

0

✅ Good

SKECHERS
90

❌ Poor

28

❌ Poor

Wolf & Shepherd
57

⚠️ Fair

14

✅ Good

Indestructible Shoes
23

✅ Good

23

⚠️ Fair

Gianvito Rossi
81

❌ Poor

14

✅ Good

Thesus Outdoors
25

✅ Good

2

✅ Good

Taft
59

⚠️ Fair

7

✅ Good

Thursday Boot Company
96

❌ Poor

42

❌ Poor

JustFab
56

⚠️ Fair

6

✅ Good

Axel Arigato
90

❌ Poor

22

✅ Good

Birkenstock - UK
75

❌ Poor

27

⚠️ Fair

Vessi
87

❌ Poor

10

✅ Good

Neemans
72

❌ Poor

21

✅ 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 560 322 36.51%
KURU Footwear
18

✅ Good

21

✅ Good

53.85%
Tamara Mellon
5

✅ Good

25

✅ Good

83.33%
Bates Footwear
2

✅ Good

0

✅ Good

0.0%
SKECHERS
90

✅ Good

0

✅ Good

0.0%
Wolf & Shepherd
53

✅ Good

4

✅ Good

7.02%
Indestructible Shoes
6

✅ Good

17

✅ Good

73.91%
Gianvito Rossi
41

✅ Good

40

✅ Good

49.38%
Thesus Outdoors
25

✅ Good

0

✅ Good

0.0%
Taft
48

✅ Good

11

✅ Good

18.64%
Thursday Boot Company
66

✅ Good

30

✅ Good

31.25%
JustFab
38

✅ Good

18

✅ Good

32.14%
Axel Arigato
71

✅ Good

19

✅ Good

21.11%
Birkenstock - UK
30

✅ Good

45

✅ Good

60.0%
Vessi
20

✅ Good

67

✅ Good

77.01%
Neemans
47

✅ Good

25

✅ Good

34.72%

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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