Baby & Kids - June - 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.

Baby & Kids

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Baby & Kids

industry, for the month of

June

2023

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

In June, Tubby Todd and buybuy BABY take the lead in emails, with Tubby Todd securing the first position by sending 28 emails, closely followed by buybuy BABY with 26 emails.

Shifting focus to ads for this month, Little Spoon emerges as the top performer with 123 new ads created, accompanied by the highest number of unique ad copies used (46). Tubby Todd secures the second position with 96 new ads.

When it comes to ad media preferences, both Little Spoon and Tubby Todd prioritize videos over images. Little Spoon utilizes 84 videos and 36 images, while Tubby Todd employs 61 videos and 35 images.

Emails sent on average

9.9

Ads published on average

29

Average Spam Score

3.0

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 9.87 55.46%
Mamamade
4

❌ Poor

47.75%

❌ Poor

Tubby Todd
27

✅ Good

64.56%

✅ Good

Ezpz
4

❌ Poor

49.0%

❌ Poor

Baby Jogger
0

❌ Poor

0%

❌ Poor

buybuy BABY
24

✅ Good

66.5%

✅ Good

Albee Baby
22

✅ Good

34.68%

❌ Poor

Baby Bunting
12

✅ Good

56.5%

⚠️ Fair

Bambi Baby
11

✅ Good

55.27%

⚠️ Fair

Burt's Bees Baby
20

✅ Good

64.25%

✅ Good

Oobi
9

⚠️ Fair

48.0%

❌ Poor

Doona
0

❌ Poor

0%

❌ Poor

Happiest Baby
12

✅ Good

45.58%

❌ Poor

Little Spoon
3

❌ Poor

56.33%

⚠️ Fair

Mockingbird
0

❌ Poor

0%

❌ Poor

Yumble
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 -2.97 4,265.06 kb
Mamamade
✅ -3.85

✅ Good

3,915.31 kb

⚠️ Fair

Tubby Todd
✅ -2.6

❌ Poor

1,974.81 kb

✅ Good

Ezpz
✅ -0.92

❌ Poor

1,746.56 kb

✅ Good

Baby Jogger
- -
buybuy BABY
✅ -4.06

✅ Good

549.51 kb

✅ Good

Albee Baby
✅ -1.96

❌ Poor

18,908.85 kb

❌ Poor

Baby Bunting
✅ -8.43

✅ Good

1,659.22 kb

✅ Good

Bambi Baby
✅ -3.65

✅ Good

3,470.62 kb

✅ Good

Burt's Bees Baby
✅ -2.25

❌ Poor

825.83 kb

✅ Good

Oobi
✅ -1.66

❌ Poor

1,940.73 kb

✅ Good

Doona
- -
Happiest Baby
✅ -0.43

❌ Poor

2,736.7 kb

✅ Good

Little Spoon
🟧 0.37

❌ Poor

389.05 kb

✅ Good

Mockingbird
- -
Yumble
- -

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 28.73 13.87
Mamamade
0

✅ Good

-
Tubby Todd
96

❌ Poor

16

❌ Poor

Ezpz
35

❌ Poor

14

⚠️ Fair

Baby Jogger
18

✅ Good

16

❌ Poor

buybuy BABY
0

✅ Good

-
Albee Baby
3

✅ Good

3

✅ Good

Baby Bunting
23

✅ Good

13

⚠️ Fair

Bambi Baby
6

✅ Good

6

✅ Good

Burt's Bees Baby
42

❌ Poor

4

✅ Good

Oobi
32

❌ Poor

4

✅ Good

Doona
3

✅ Good

3

✅ Good

Happiest Baby
73

❌ Poor

36

❌ Poor

Little Spoon
93

❌ Poor

13

⚠️ Fair

Mockingbird
7

✅ Good

1

✅ Good

Yumble
0

✅ 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 188 234 54.29%
Mamamade
0

✅ Good

0

✅ Good

-
Tubby Todd
35

✅ Good

61

✅ Good

63.54%
Ezpz
22

✅ Good

13

✅ Good

37.14%
Baby Jogger
0

✅ Good

18

✅ Good

100.0%
buybuy BABY
0

✅ Good

0

✅ Good

-
Albee Baby
0

✅ Good

0

✅ Good

0.0%
Baby Bunting
0

✅ Good

23

✅ Good

100.0%
Bambi Baby
0

✅ Good

6

✅ Good

100.0%
Burt's Bees Baby
29

✅ Good

11

✅ Good

26.19%
Oobi
30

✅ Good

2

✅ Good

6.25%
Doona
0

✅ Good

3

✅ Good

100.0%
Happiest Baby
37

✅ Good

34

✅ Good

46.58%
Little Spoon
29

✅ Good

62

✅ Good

66.67%
Mockingbird
6

✅ Good

1

✅ Good

14.29%
Yumble
0

✅ Good

0

✅ Good

-

Ads detected over time

Browse previous benchmarks

Baby & Kids - February - 2024

READ MORE

Baby & Kids - January - 2024

READ MORE

Baby & Kids - December - 2023

READ MORE

Baby & Kids - November - 2023

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Baby & Kids - October - 2023

READ MORE

Baby & Kids - September - 2023

READ MORE

Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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