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.
This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the
Skincare
industry, for the month of
December
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Overview: In the last month, the skincare industry has seen an 8.97% surge in average emails sent, reaching 17.73 per brand. Biossance takes the lead with 58 emails, exhibiting a proactive engagement strategy. Curology shines with an impressive 68.45% email scoring, emphasizing its effective communication. However, Tata Harper and Ren Skincare need to refine their content, scoring lower in email performance. The industry average stands at 51.91%, indicating room for improvement in overall email engagement strategies.
Email Deliverability Challenges:While there's an industry-wide increase in average spam scores by 14.79%, several brands maintain robust deliverability. HeyDay stands out with a low spam score of -1.2, showcasing effective email delivery. Tata Harper struggles with large email sizes, impacting deliverability, while OSKIA Skincare faces challenges in both spam scores and email sizes. Curology excels in email deliverability, demonstrating its commitment to reaching customer inboxes effectively.
Adaptability in Advertising:The advertising landscape shows a 3.99% decrease in average ads published, reaching 38.53 per brand. Curology leads with 144 new ads, reflecting a dynamic advertising strategy. HeyDay impresses with diverse ad content, including 43 unique copies and 71.67% video proportion. Tata Harper focuses on images, with 60 new images dominating its advertising strategy. While Biossance lags behind in ad volume, its social ad diversity remains a potential area for improvement. Overall, the skincare industry demonstrates a need for varied advertising strategies to enhance engagement.
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.)
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.
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.
In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.
