Bags - April - 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.

Bags

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

Bags

industry, for the month of

April

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 April, Mansur Gavriel remained at the top of the list with 22 emails sent, followed by Rebecca Minkoff with 20 emails sent during the same period.

Lo & Sons emerged as the top brand in terms of new ads created with a whopping 90 new ads in April, featuring 44 ad copies. Cotopaxi, Peak Design, and Baboon To The Moon created 60 new ads each during the same period.

Lo & Sons, Peak Design, and Baboon To The Moon seem to be focusing more on videos in their ad strategy, while Cotopaxi used a relatively higher number of images than videos in its new ads.

Emails sent on average

13.5

Ads published on average

34

Average Spam Score

0.5

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 13.47 53.55%
Baggu
4

❌ Poor

40.25%

❌ Poor

Baboon To The Moon
20

✅ Good

55.0%

⚠️ Fair

Paravel
19

✅ Good

59.26%

✅ Good

Rebecca Minkoff
20

✅ Good

60.9%

✅ Good

Peak Design
5

❌ Poor

58.8%

⚠️ Fair

Senreve
13

⚠️ Fair

68.0%

✅ Good

Métier
9

❌ Poor

45.44%

❌ Poor

Strathberry
12

❌ Poor

37.67%

❌ Poor

Valextra
4

❌ Poor

50.75%

⚠️ Fair

Lo & Sons
15

✅ Good

53.13%

⚠️ Fair

Carl Friedrik
7

❌ Poor

75.71%

✅ Good

Mansur Gavriel
22

✅ Good

47.27%

❌ Poor

STATE Bags
17

✅ Good

51.94%

⚠️ Fair

Cotopaxi
19

✅ Good

42.84%

❌ Poor

Stoney Clover Lane
16

✅ Good

56.69%

⚠️ Fair

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 -0.5 3,349.02 kb
Baggu
🟧 1.75

❌ Poor

10,950.38 kb

❌ Poor

Baboon To The Moon
✅ -1.07

✅ Good

1,497.91 kb

✅ Good

Paravel
✅ -1.82

✅ Good

4,125.36 kb

❌ Poor

Rebecca Minkoff
✅ -1.17

✅ Good

1,157.66 kb

✅ Good

Peak Design
✅ -4.1

✅ Good

2,810.21 kb

✅ Good

Senreve
✅ -2.75

✅ Good

1,282.39 kb

✅ Good

Métier
✅ -1.1

✅ Good

9,322.68 kb

❌ Poor

Strathberry
✅ -2.03

✅ Good

4,171.37 kb

❌ Poor

Valextra
✅ -1.35

✅ Good

5,225.5 kb

❌ Poor

Lo & Sons
✅ -3.09

✅ Good

1,846.94 kb

✅ Good

Carl Friedrik
✅ -1.21

✅ Good

475.42 kb

✅ Good

Mansur Gavriel
⚠️ 8.66

❌ Poor

1,794.42 kb

✅ Good

STATE Bags
✅ -1.69

✅ Good

6,121.86 kb

❌ Poor

Cotopaxi
- 3,600.26 kb

⚠️ Fair

Stoney Clover Lane
✅ -2.75

✅ Good

4,539.84 kb

❌ Poor

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 34.27 16.67
Baggu
5

✅ Good

2

✅ Good

Baboon To The Moon
60

❌ Poor

3

✅ Good

Paravel
32

⚠️ Fair

17

⚠️ Fair

Rebecca Minkoff
20

✅ Good

0

✅ Good

Peak Design
60

❌ Poor

19

❌ Poor

Senreve
22

✅ Good

9

✅ Good

Métier
25

✅ Good

1

✅ Good

Strathberry
25

✅ Good

8

✅ Good

Valextra
10

✅ Good

1

✅ Good

Lo & Sons
60

❌ Poor

21

❌ Poor

Carl Friedrik
25

✅ Good

3

✅ Good

Mansur Gavriel
39

❌ Poor

9

✅ Good

STATE Bags
47

❌ Poor

15

✅ Good

Cotopaxi
60

❌ Poor

27

❌ Poor

Stoney Clover Lane
24

✅ Good

11

✅ 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 285 200 38.91%
Baggu
1

✅ Good

2

✅ Good

40.0%
Baboon To The Moon
19

✅ Good

26

✅ Good

43.33%
Paravel
21

✅ Good

11

✅ Good

34.38%
Rebecca Minkoff
13

✅ Good

7

✅ Good

35.0%
Peak Design
23

✅ Good

37

✅ Good

61.67%
Senreve
9

✅ Good

13

✅ Good

59.09%
Métier
25

✅ Good

0

✅ Good

0.0%
Strathberry
19

✅ Good

6

✅ Good

24.0%
Valextra
4

✅ Good

1

✅ Good

10.0%
Lo & Sons
20

✅ Good

40

✅ Good

66.67%
Carl Friedrik
18

✅ Good

7

✅ Good

28.0%
Mansur Gavriel
36

✅ Good

3

✅ Good

7.69%
STATE Bags
25

✅ Good

22

✅ Good

46.81%
Cotopaxi
37

✅ Good

16

✅ Good

26.67%
Stoney Clover Lane
15

✅ Good

9

✅ Good

37.5%

Ads detected over time

Browse previous benchmarks

Bags - December - 2023

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Bags - November - 2023

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Bags - October - 2023

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Bags - September - 2023

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Bags - August - 2023

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Bags - July - 2023

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

No items found.

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