Footwear - October - 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

October

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 Summary: Within the footwear industry, JustFab stands out as the leader in email marketing, sending a substantial number of emails with a high email score. However, they need to address excessive promotions. Bates Footwear follows closely with a good email score but should reduce promotions. Tamara Mellon performs well, focusing on email quality with a balanced promotion strategy. KURU Footwear excels in both email score and promotions. SKECHERS also maintains good email practices but needs to reduce promotions. Wolf & Shepherd performs fairly in email scoring but excels in promotions. The remaining brands like Birkenstock, Vessi, Axel Arigato, Taft, Thesus Outdoors, Indestructible Shoes, Thursday Boot Company, Gianvito Rossi, and Neemans need to enhance both email scoring and promotions.

Email Deliverability Summary: KURU Footwear leads in email deliverability with a very low spam score and good email size. Tamara Mellon also maintains good email size and spam score, ensuring emails are optimized for delivery. Bates Footwear excels in spam score but needs to address email size. SKECHERS has a good spam score but needs to improve email size. Wolf & Shepherd, Indestructible Shoes, Axel Arigato, and Gianvito Rossi perform well in email scoring, with various spam scores and email sizes. Thesus Outdoors and Taft have fair email size and spam scores. Thursday Boot Company, JustFab, Birkenstock, Vessi, and Neemans need to improve their email deliverability, mainly focusing on spam scores and email size.

Ads Performance Summary: Thursday Boot Company and Neemans emerge as the leaders in advertising performance, with the highest number of new ads detected and a diverse range of unique copies. SKECHERS closely follows, excelling in both new ads and unique copies. KURU Footwear, Wolf & Shepherd, and Axel Arigato are also strong performers in ads, with a substantial number of new ads and unique copies. Birkenstock demonstrates potential in advertising. Brands like Vessi, Taft, Tamara Mellon, and Gianvito Rossi perform fairly well in ads. JustFab and Bates Footwear need to enhance their advertising strategies, while Thesus Outdoors has limited presence in the ad benchmark.

Emails sent on average

13.5

Ads published on average

52

Average Spam Score

3.4

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 13.53 59.71%
KURU Footwear
25

✅ Good

69.0%

✅ Good

Tamara Mellon
27

✅ Good

62.96%

⚠️ Fair

Bates Footwear
32

✅ Good

48.28%

❌ Poor

SKECHERS
17

✅ Good

66.65%

✅ Good

Wolf & Shepherd
14

⚠️ Fair

67.57%

✅ Good

Indestructible Shoes
6

❌ Poor

63.17%

⚠️ Fair

Gianvito Rossi
4

❌ Poor

55.75%

⚠️ Fair

Thesus Outdoors
6

❌ Poor

49.5%

❌ Poor

Taft
7

❌ Poor

56.14%

⚠️ Fair

Thursday Boot Company
4

❌ Poor

43.5%

❌ Poor

JustFab
35

✅ Good

60.0%

⚠️ Fair

Axel Arigato
7

❌ Poor

59.43%

⚠️ Fair

Birkenstock - UK
10

❌ Poor

52.5%

❌ Poor

Vessi
9

❌ Poor

62.89%

⚠️ 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 -3.39 2,218.73 kb
KURU Footwear
🟧 0.02

❌ Poor

444.83 kb

✅ Good

Tamara Mellon
✅ -1.53

❌ Poor

1,952.12 kb

✅ Good

Bates Footwear
✅ -3.36

⚠️ Fair

3,171.66 kb

❌ Poor

SKECHERS
✅ -2.45

❌ Poor

466.94 kb

✅ Good

Wolf & Shepherd
✅ -2.63

❌ Poor

979.73 kb

✅ Good

Indestructible Shoes
🟧 0.73

❌ Poor

1,507.68 kb

✅ Good

Gianvito Rossi
✅ -3.85

✅ Good

11,030.56 kb

❌ Poor

Thesus Outdoors
✅ -1.87

❌ Poor

5,196.51 kb

❌ Poor

Taft
✅ -2.33

❌ Poor

2,043.25 kb

⚠️ Fair

Thursday Boot Company
- 15,433.77 kb

❌ Poor

JustFab
✅ -9.78

✅ Good

1,254.06 kb

✅ Good

Axel Arigato
✅ -2.24

❌ Poor

1,274.71 kb

✅ Good

Birkenstock - UK
✅ -3.06

⚠️ Fair

3,338.51 kb

❌ Poor

Vessi
✅ -2.2

❌ Poor

1,871.28 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 52.4 25.87
KURU Footwear
87

❌ Poor

25

⚠️ Fair

Tamara Mellon
33

✅ Good

0

✅ Good

Bates Footwear
0

✅ Good

-
SKECHERS
90

❌ Poor

38

❌ Poor

Wolf & Shepherd
83

❌ Poor

15

✅ Good

Indestructible Shoes
9

✅ Good

9

✅ Good

Gianvito Rossi
20

✅ Good

5

✅ Good

Thesus Outdoors
6

✅ Good

1

✅ Good

Taft
59

❌ Poor

13

✅ Good

Thursday Boot Company
96

❌ Poor

51

❌ Poor

JustFab
0

✅ Good

-
Axel Arigato
81

❌ Poor

27

⚠️ Fair

Birkenstock - UK
73

❌ Poor

9

✅ Good

Vessi
59

❌ Poor

5

✅ Good

Neemans
90

❌ Poor

27

⚠️ Fair

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 551 225 28.63%
KURU Footwear
61

✅ Good

24

✅ Good

27.59%
Tamara Mellon
5

✅ Good

28

✅ Good

84.85%
Bates Footwear
0

✅ Good

0

✅ Good

-
SKECHERS
82

✅ Good

7

✅ Good

7.78%
Wolf & Shepherd
68

✅ Good

15

✅ Good

18.07%
Indestructible Shoes
0

✅ Good

9

✅ Good

100.0%
Gianvito Rossi
16

✅ Good

3

✅ Good

15.0%
Thesus Outdoors
6

✅ Good

0

✅ Good

0.0%
Taft
57

✅ Good

2

✅ Good

3.39%
Thursday Boot Company
61

✅ Good

33

✅ Good

34.38%
JustFab
0

✅ Good

0

✅ Good

-
Axel Arigato
67

✅ Good

13

✅ Good

16.05%
Birkenstock - UK
34

✅ Good

39

✅ Good

53.42%
Vessi
14

✅ Good

43

✅ Good

72.88%
Neemans
80

✅ Good

9

✅ Good

10.0%

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.

Related brands