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
Yoga
industry, for the month of
June
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance: Beyond Yoga and Vuori excel in email marketing with 25 and 24 emails sent, respectively, showcasing consistent engagement. Born Living Yoga and Lululemon also show strong activity with 11 and 10 emails each. Prana and Recess Activewear fall short, sending only 8 and 6 emails. Fabletics and Yoga Strong lag significantly, with just 2 and 1 emails, indicating weak engagement. Brands like Alo Yoga and lululemon Studio (formerly Mirror) are at the bottom, with no email activity, missing opportunities to connect with their audience.
Email Deliverability and Spam Scores: Yoga Strong and Lululemon stand out with excellent spam scores of -4.9 and -6.2, respectively, indicating high deliverability. Recess Activewear and Beyond Yoga also perform well. In contrast, Born Living Yoga and Vuori need to address spam issues with scores of -1.65 and -2.55. Fabletics and Prana show mixed results but still perform better than most. Brands like Alo Yoga and lululemon Studio lack data, indicating no email activity, which is a missed opportunity for engagement. Overall, improving spam scores and email sizes is crucial for better performance.
Advertising Impact and Diversity: Fabletics leads in advertising with 124 ads, followed by Born Living Yoga and Vuori with 100 and 89 ads, respectively, demonstrating aggressive marketing strategies. Lululemon is also strong with 54 ads. Beyond Yoga and Prana are less active, with 37 and 33 ads, respectively, indicating moderate effort. Recess Activewear and Yoga Strong lag behind with minimal ad activity, at 20 and 11 ads. Alo Yoga and lululemon Studio show no advertising activity, missing significant exposure opportunities. Improving ad volume and diversity is key for lower-performing brands to enhance their market presence.
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.
