Dossier

Marketing Strategy Breakdown

Logo of
Dossier
An overview of
Dossier
Marketing Strategy data - their Email Marketing Strategy (some of their
Klaviyo
emails tracked on Panoramata) data, Paid Ads, Landing Pages and the main Marketing Softwares they're using in their stack, along with other DTC brands from the same
Personal Care
ecommerce industry.

Dossier

- Ecommerce marketing strategy

Monitoring Website Traffic Organic SEO data and Email Marketing Data for Dossier, we can have a quick overview of their ecommerce marketing strategy - and we display here for free some of the datapoinst we collect.

They have a good email marketing strategy - if we look at their Average Spam score, it's very good - being at -3,2 (it is basically a measure of how likely an email is to be considered spam by a spam filter. The higher the score, the more likely the email is to be considered spam.). But they seem less performant regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 41 characters, they're doing not good, it's too long. For example, on mobile phones, their subject line is almost impossible to read.

If we take a look at their Ecommerce Marketing Stack, the main Email Marketing software (or ESP) they're using seems to be Klaviyo (everyone speaks about them, they're great, focused on ecommerce, which makes the difference for most stores - it can be a good choice, especially if you're on Shopify!).

Fun fact - they're using emojis in 95.59% of their emails - the main ones they use are 🤩 🔥 ❤️ 🙌 🎁 ✨.

On Panoramata, we gather and analyze the entire Dossier email marketing strategy - along with other brands from the Personal Care industry. Amongst their last emails sent, two of them were 'Long weekends call for long lasting scents 💕' and 'Celebrate Memorial Day with Dossier ☀️'.

One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 48 on https://dossier.co/. This could be improved, even if it's already a good achievement, as good Domain Rating is starting at 50 - above 60 would be excellent.

One interesting thing that this data allow us to understand is a common trait for the best brands, in order to achieve success - they always deliver a consistent message across all channels.

Dossier

: Email Marketing and Advertising Benchmarks

Average subject length

🟢
🔴
41.0
characters

What about

Dossier

then?

With their average of

41

characters, they're above the limit and should consider to shorten their subject line. Here's one good reason - usuallyy, subject lines that long are not shown entirely on email clients on desktop or mobile. And what's good on saying something that will never be read?

Stay short!

characters, they're right within the sweet spot, which is good! It basically says that you have enough characters to express yourself, but at the same time it will show up entirely on email clients. Just the right amount of characters you want for your own brand!

characters, which is rare - but it means that they have actually more space to express themselves and share their brand values.

Why does this matter? Well, for open rates. Keep it short - on average, you should aim for 16 characters. We consider that above 12 is good, and below 24 is great.

Average email size

931.69
kB

Why does this matter? Well, for open rates as well - and especially to avoid the Promotions tab and to be less categorized as spam. The lower, the best.

Average spam score

🟢
🔴
-3.2
(Assassin Spam Score for Newsletters)

We use Spam Assassin, the main platform used by email providers to score spam. Below 0, you're safe ie. not considered as spam. Below -2, you're great. If you're above 0, you'll likely to be categorized as spam.

So,

Dossier

 gets a score of

-3.2

. What does that mean exactly for their email marketing strategy ?

Well, as stated, it's good! Any score below 0 generally means that the email will not be categorized as spam, especially the ones below -2 - it's a great score, one you want to keep because it helps a lot the deliverability of your emails!

It's good! It means that their email are not headed to the spam folder. However, a score below -2 would be considered even better.

Well, "oops". It's not that good, they're at a level where it could impact their email deliverability.

Does it means they're in the spam folder every time? No. The considered treshhold to be considered spam 100% of the time depends on a lot of factor (generally, consider that a score of 5 means that you end up there every time). Being between 0 and 5 means that it could happen though.

Usual sending provider

Klaviyo

Most common words

new - scent - quiz - just - IMPORTANT - RESTOCKED

Emoji use in subject lines

95.59
% of subject lines have emojis

Most popular emojis

🤩 - 🔥 - ❤️ - 🙌 - 🎁 - ✨

🤩 - 🔥 - ❤️ - 🙌 - 🎁 - ✨

Emojis are now a way to express emotions - and send a message - to your audience. What are they trying to express here? First thing we notice is the usage of a Preferred choice emoji. What's this? Well, for us, it's an emoji that actually shows a clear choice/appreciation for the customer, and drive social proof. For example, it could be one of these emojis: ⭐, ✨, ❤️, 💖, 😍 or 😻.There are various way to improve your open rate - and using what we call here "Important Alert" emojis are clearly a good choice. That's always what they're regularly doing - we can see that they are regurarly using emojis such as 🚨, ⚡, 📣, 💥, ❗ or 🔥 to drive engagement towards their email marketing strategyTo improve their open rates, they're using the kind of emojis that triggers interest, because it shows that the brand provides unique/interesting value. This is done through these emojis: 👀, 🌟, 🤩, 💫 or 💎. It shows curiosity, unicity and demonstrates clear interest.Our favourite kind of emojis to use in a subject line, for sure. The "Happiness" kind. Even if they're not the most performant, these emojis are clearly showing the brand spirit and try to connect with the audience, on a emotionnal level. These emojis could be, for example, 🤗, 👍, 🥳 or 🎉.

Average Weekly Emails vs. Industry

Average Weekly Emails vs. Industry

Average Daily Ads and Time Running vs. Industry

Average Daily Ads and Time Running vs. Industry

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Dossier

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Featured Email Marketing Assets from

Dossier

Long weekends call for long lasting scents 💕

Long weekends call for long lasting scents 💕

Email from

Dossier

Celebrate Memorial Day with Dossier ☀️

Celebrate Memorial Day with Dossier ☀️

Email from

Dossier

We ❤️ Dossier but don't just take our word for it

We ❤️ Dossier but don't just take our word for it

Email from

Dossier

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Featured Ads and Paid Media Examples from

Dossier

Dossier
Dossier

Discover the affordable versions of iconic perfumes made with high-quality ingredients, just like the most expensive brands… but from only $29

Get 5 from $116

Get 5 from $116

Feed Ad from

Dossier

Dossier
Dossier

Discover the affordable versions of iconic perfumes made with high-quality ingredients, just like the most expensive brands… but from only $29

Get 5 from $116

Get 5 from $116

Feed Ad from

Dossier

Dossier
Dossier

Discover the affordable versions of iconic perfumes made with high-quality ingredients, just like the most expensive brands… but from only $29

Get 5 from $116

Get 5 from $116

Feed Ad from

Dossier

Video Analysis

SEO strategy, Organic keywords and Traffic details for

https://dossier.co/

Domain Rating

48
This is the overall metric that matters most, as it sets
Dossier
domain SEO authority.

It shows the power of
Dossier
domain, through the analysis of their backlinks profile compared to others websites, where 100 is the highest score you could achieve.

You can consider that scores between 40 and 50 and average, between 50 and 60 are good and above 60, it starts to be excellent.

Here, for
https://dossier.co/
, as their domain authority is
48
, their score can be considered under average.

Here, for
https://dossier.co/
, as their domain authority is
48
, their score can be considered average.

Here, for
https://dossier.co/
, as their domain authority is
48
, their score can be considered pretty good! 🙌

Here, for
https://dossier.co/
, as their domain authority is
48
, their score can be considered excellent! Kudos to the team 👏

Estimated Traffic

687523
One of the most important metrics for
Dossier
SEO strategy! 

This figure is the estimated traffic they're receiving from Organic Search, and is directly correlated to their number of keywords (
41766
) and their Domain Rating.

Total Keywords

41766
Why does this matter for
Dossier
SEO strategy? 

This is the total number of keywords where 
Dossier
SEO rankings are in the top 100, across all countries. The more, the better, as it leads to a more important organic traffic.

Domains

1542
The total number of domain who have a link to  
Dossier
website. The more, the better, as it helps to increase the domain rating.

Total Backlinks

10539
What's a backlink? A link from another domain that redirect to  
Dossier
website. On top of their amount of links, we break down the kind of links they have.

Backlinks Profile

Backlinks Text

10439

Backlinks NoFollow

3649

Backlinks Redirect

96

Backlinks Images

657

Backlinks Frame

0

Backlinks Form

2

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what my competitors are doing
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