Email Brilliance: In the Shaving industry, FFS leads with an impressive email strategy, sending 6.73 emails on average, striking a balance between frequency and performance. Supply closely follows, excelling in both quantity and email scoring, proving its efficacy. Manscaped, while maintaining good frequency, faces challenges in email scoring, signaling room for improvement. Hanni and OneBlade, though commendable, show a slight performance dip. Notably, Flamingo and Billie struggle, grappling with both frequency and performance metrics. To dominate this space, a harmonious blend of engaging content and optimal email frequency is imperative.
Deliverability Dynamics: Deliverability-wise, Harrys emerges as a star with an excellent spam score and well-optimized email size. In contrast, Leaf Shave faces challenges with a higher spam score and subpar email size. Manscaped and Flamingo struggle, indicating issues with both spam score and email size optimization. The Shaving industry must refine strategies to ensure emails not only reach inboxes but also offer a seamless user experience, with an ideal balance between spam scores and email size.
Ads Variety and Vigor: In the advertising arena, Manscaped takes the lead with a robust strategy, featuring 91 new ads, showcasing both diversity and frequency. Harrys closely follows, demonstrating a rich variety with 55 new ads. Billie, OneBlade, and Hanni maintain a good balance. However, FFS and Supply struggle in this aspect, indicating a need for more diverse and frequent ad campaigns. The Shaving market demands a dynamic ad approach with a blend of captivating images and engaging videos to maintain consumer interest and interaction.
Email Marketing Summary: FFS leads the shaving industry with a good email marketing strategy, sending a decent number of emails and having a good email scoring, although they need to work on increasing promotions. Manscaped follows, but they have room for improvement in both email scoring and promotions. Supply is also strong in email marketing, excelling in email scoring and promotions. The mid-tier includes brands like OneBlade, Leaf Shave, and Hanni. Balls and Flamingo have good promotion rates but need to improve email scoring. Bevel, Harrys, BigMoustache, Estrid, Dollar Shave Club, Billie, and Boldking need significant enhancements in their email marketing approaches.
Email Deliverability Summary: Leaf Shave performs well in email deliverability with a low spam score and email size. Harrys excels in email size and spam score. Manscaped has a mixed performance but needs to improve spam scores. Supply and Bevel have good email size, while Bevel also has a good spam score. Hanni has a balanced performance in email size and spam score. The mid-tier includes Dollar Shave Club, Balls, Flamingo, and OneBlade. FFS, BigMoustache, Estrid, Billie, and Boldking need substantial improvements in email deliverability, particularly in spam scores.
Ads Performance Summary: Harrys leads in advertising performance with a high number of new ads and diverse unique copies. Manscaped follows closely with an impressive number of new ads and unique copies. Billie is strong in the number of new ads but needs to work on unique copy diversity. Bevel and Hanni have decent advertising performance with a good balance of new ads and unique copies. OneBlade lags in new ads but excels in unique copy diversity. FFS, Leaf Shave, and Supply need improvements in both the number of new ads and unique copy diversity. Brands like Boldking, Balls, Flamingo, Estrid, BigMoustache, and Dollar Shave Club have various performance levels in advertising and should focus on strengthening their strategies.
In the month of June, Manscaped took the lead in emails with 13 emails sent, closely followed by OneBlade in the second position with 12 emails.
Shifting to advertising, Harrys emerged again as the leader with 149 new ads created, while Manscaped secured the second position with 91 new ads. It's noteworthy that Manscaped utilized the highest number of ad copies (51) among the brands in the benchmark.
Regarding their ad strategies, both Harrys and Manscaped emphasized images over videos in their new ads this month. Harrys incorporated 86 images compared to 62 videos, while Manscaped used 51 images and 40 videos.
In August, FFS led with 21 emails sent. Manscaped followed second with 19 emails, 63% of which were promotional.
Regarding advertising, Harrys was the leader again with 120 new ads created, and Flamingo followed with 73 new ads.
In terms of ad strategy, both Harrys and Flamingo emphasized videos over images. Harrys used 64 videos and 55 images, while Flamingo employed 70 videos and only 3 images.
Email Marketing Summary: Manscaped leads the shaving industry in email marketing, sending the most emails with a good email scoring. Leaf Shave and FFS also perform well in email marketing. Brands like Boldking and Dollar Shave Club have not been active in email marketing.
Email Deliverability Summary: Leaf Shave excels in email deliverability with a good spam score and optimized email size. Harrys also performs well in email deliverability. Manscaped needs to improve its spam score.
Ads Performance Summary: Harrys dominates in advertising, with the highest number of new ads detected and good unique copy performance. Manscaped and Billie also perform well in advertising. Brands like Balls and Dollar Shave Club have minimal advertising presence.
In summary, Manscaped leads in email marketing, Leaf Shave excels in email deliverability, and Harrys dominates in advertising within the shaving industry. However, some brands like Boldking and Dollar Shave Club need to enhance their marketing efforts.
During July, Manscaped remains at the forefront with 13 emails, and Flamingo closely follows with 12 emails.
In the realm of advertising, Harrys maintains its dominance, creating 122 new ads, while FFS trails behind with 56 new ads.
Regarding ad strategy, Harrys continues to emphasize videos, utilizing 76 videos and 46 images, while FFS focuses on images, using 49 images and only 7 videos.
In the month of May, Supply claimed the top spot in email Marketing with a total of 11 emails sent. Not far behind, Flamingo and Manscaped both in the second position with 10 emails sent each.
Turning our attention to ad creation, Harrys emerged as the leader by crafting an impressive 118 new ads. Manscaped showcased their advertising prowess by securing the second position with 87 new ads, boasting the highest number of unique ad copies among all the shaving brands in our Benchmark, with a total of 44 variations.
When it comes to ad strategy, Harrys showcased a preference for utilizing images, incorporating 68 images alongside 50 videos in their new ads for May. On the other hand, Manscaped adopted a balanced approach by employing 44 images in conjunction with 42 videos.
During the month of March, Manscaped dominated email marketing with 14 emails sent, followed by Supply with 11 emails. In terms of ad creation, Leaf Shave takes the lead with the highest number of new ads launched at 60, accompanied by 26 unique ad copies. Manscaped follows closely behind with 58 new ads created, but they have the highest number of unique ad copies at 37.
Regarding media preferences, Leaf Shave seems to be more focused on videos than images, with 43 videos and only 17 images used in their new ads. Meanwhile, Manscaped is more inclined towards images, having used 34 images and 24 videos in their new ads during the same period.
In April, Manscaped and Supply were the top email senders in the Men's Grooming industry, with 14 and 12 promotional emails sent, respectively. Manscaped and Leaf Shave were the top ad creators, each launching 60 new ads, with Flamingo following closely with 48 new ads created. Manscaped utilized the highest number of ad copies during this period, with 47 new copies in their ads. In terms of media preference, Manscaped and Flamingo focused more on using images, with Manscaped using 40 new images vs. 20 new videos, and Flamingo using 48 new images vs. 0 new videos. Meanwhile, Leaf Shave was more focused on videos, with 38 new videos vs. 22 new images.
Compared to March, Manscaped and Supply had almost similar number of emails sent. However, Leaf Shave had more new ads in March, with 60 new ads created, primarily focused on video content with 71% of their new media featuring videos.
We'll highlight here some marketing creative assets (ads or emails mostly) used by brands in the
Dollar Shave Club
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