Footwear - September - 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

September

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: KURU Footwear leads the footwear industry in email marketing with a good email score and zero promotions. JustFab follows closely with a good email score but a high promotion percentage. Bates Footwear also performs well in email marketing but should reduce promotions. Brands like Taft and Birkenstock need to improve their email marketing efforts.

Email Deliverability Summary: KURU Footwear excels in email deliverability with a very good spam score and optimized email size. SKECHERS and Wolf & Shepherd also perform well in email deliverability. Brands like Thursday Boot Company and Tamara Mellon need to enhance their email deliverability.

Ads Performance Summary: Vessi leads in advertising within the footwear industry with the highest number of new ads detected and a good unique copy performance. JustFab and Neemans also perform well in advertising. However, brands like KURU Footwear and Bates Footwear have minimal advertising presence.

In summary, KURU Footwear excels in email marketing and deliverability, while Vessi dominates in advertising within the footwear industry. However, some brands like Taft and Thursday Boot Company need to enhance their marketing efforts.

Emails sent on average

14.3

Ads published on average

53

Average Spam Score

3.5

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 14.33 61.12%
KURU Footwear
36

✅ Good

69.53%

✅ Good

Tamara Mellon
26

✅ Good

66.96%

⚠️ Fair

Bates Footwear
31

✅ Good

47.26%

❌ Poor

SKECHERS
15

⚠️ Fair

68.73%

✅ Good

Wolf & Shepherd
18

✅ Good

69.5%

✅ Good

Indestructible Shoes
0

❌ Poor

0%

❌ Poor

Gianvito Rossi
4

❌ Poor

60.0%

⚠️ Fair

Thesus Outdoors
5

❌ Poor

52.4%

❌ Poor

Taft
12

❌ Poor

62.25%

⚠️ Fair

Thursday Boot Company
5

❌ Poor

47.0%

❌ Poor

JustFab
33

✅ Good

57.7%

⚠️ Fair

Axel Arigato
9

❌ Poor

55.89%

⚠️ Fair

Birkenstock - UK
11

❌ Poor

57.73%

⚠️ Fair

Vessi
10

❌ Poor

62.4%

⚠️ 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 -3.52 2,133.59 kb
KURU Footwear
✅ -1.11

❌ Poor

801.82 kb

✅ Good

Tamara Mellon
✅ -2.68

❌ Poor

1,527.44 kb

✅ Good

Bates Footwear
✅ -2.52

❌ Poor

3,993.51 kb

❌ Poor

SKECHERS
✅ -4.1

✅ Good

462.98 kb

✅ Good

Wolf & Shepherd
✅ -2.42

❌ Poor

873.71 kb

✅ Good

Indestructible Shoes
- -
Gianvito Rossi
✅ -3.85

⚠️ Fair

2,122.36 kb

⚠️ Fair

Thesus Outdoors
✅ -1.5

❌ Poor

5,453.07 kb

❌ Poor

Taft
✅ -2.14

❌ Poor

1,791.42 kb

✅ Good

Thursday Boot Company
✅ -2.3

❌ Poor

11,999.33 kb

❌ Poor

JustFab
✅ -10.16

✅ Good

1,964.09 kb

⚠️ Fair

Axel Arigato
✅ -2.08

❌ Poor

1,802.4 kb

✅ Good

Birkenstock - UK
✅ -3.7

⚠️ Fair

2,721.38 kb

❌ Poor

Vessi
✅ -0.73

❌ Poor

1,545.22 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 53.47 25.67
KURU Footwear
12

✅ Good

1

✅ Good

Tamara Mellon
48

✅ Good

4

✅ Good

Bates Footwear
0

✅ Good

-
SKECHERS
79

❌ Poor

25

⚠️ Fair

Wolf & Shepherd
54

⚠️ Fair

24

⚠️ Fair

Indestructible Shoes
12

✅ Good

12

✅ Good

Gianvito Rossi
15

✅ Good

8

✅ Good

Thesus Outdoors
19

✅ Good

7

✅ Good

Taft
55

⚠️ Fair

7

✅ Good

Thursday Boot Company
86

❌ Poor

57

❌ Poor

JustFab
98

❌ Poor

46

❌ Poor

Axel Arigato
82

❌ Poor

31

❌ Poor

Birkenstock - UK
37

✅ Good

11

✅ Good

Vessi
117

❌ Poor

8

✅ Good

Neemans
88

❌ Poor

12

✅ 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 544 240 29.93%
KURU Footwear
11

✅ Good

1

✅ Good

8.33%
Tamara Mellon
9

✅ Good

32

✅ Good

66.67%
Bates Footwear
0

✅ Good

0

✅ Good

-
SKECHERS
76

✅ Good

3

✅ Good

3.8%
Wolf & Shepherd
45

✅ Good

7

✅ Good

12.96%
Indestructible Shoes
3

✅ Good

9

✅ Good

75.0%
Gianvito Rossi
8

✅ Good

7

✅ Good

46.67%
Thesus Outdoors
10

✅ Good

9

✅ Good

47.37%
Taft
44

✅ Good

11

✅ Good

20.0%
Thursday Boot Company
58

✅ Good

27

✅ Good

31.4%
JustFab
78

✅ Good

17

✅ Good

17.35%
Axel Arigato
74

✅ Good

8

✅ Good

9.76%
Birkenstock - UK
6

✅ Good

31

✅ Good

83.78%
Vessi
58

✅ Good

57

✅ Good

48.72%
Neemans
64

✅ Good

21

✅ Good

23.86%

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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