Bags - December - 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

January

2024

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

Table of content

Highlights & Summary

Email Marketing Overview: Rebecca Minkoff excels in email marketing, sending 35 emails with a good performance score of 51.71%. Baboon To The Moon and STATE Bags also exhibit strong email strategies with good scores. Lo & Sons and Senreve maintain competitive positions, combining effective email volumes with well-performing content. In contrast, Strathberry and Métier lag behind with lower performance and need immediate strategy adjustments. Cotopaxi, Valextra, and Baggu show potential but require refinement for competitive email marketing.

Email Deliverability Insights: Peak Design leads in email deliverability, boasting an outstanding reduction in spam scores and maintaining minimal email sizes. Baboon To The Moon follows closely, showcasing excellent deliverability with smaller email sizes. Paravel and Mansur Gavriel also maintain good deliverability with reduced spam scores. However, STATE Bags struggles with higher spam scores and larger email sizes, requiring immediate attention for enhancement. Brands like Strathberry, Baggu, and Stoney Clover Lane need strategic adjustments for competitive marketing.

Ads Performance: STATE Bags emerges as a leader in advertising with 74 impactful ads and a diverse range of 10 unique copies. Valextra, Peak Design, and Métier maintain strong advertising strategies, combining substantial ad volumes with engaging content. Paravel demonstrates effective advertising, emphasizing diversity in both volume and content. Lo & Sons struggles with both volume and content diversity, requiring strategic adjustments for competitive advertising. Cotopaxi and Rebecca Minkoff show potential but need diversification for a more competitive edge.

Emails sent on average

15.5

Ads published on average

33

Average Spam Score

2.0

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 15.53 56.36%
Baggu
5

❌ Poor

42.2%

❌ Poor

Baboon To The Moon
27

✅ Good

61.19%

⚠️ Fair

Paravel
15

⚠️ Fair

60.8%

⚠️ Fair

Rebecca Minkoff
35

✅ Good

51.71%

⚠️ Fair

Peak Design
1

❌ Poor

72.0%

✅ Good

Senreve
18

✅ Good

62.56%

✅ Good

Métier
9

❌ Poor

60.33%

⚠️ Fair

Strathberry
11

❌ Poor

40.45%

❌ Poor

Valextra
5

❌ Poor

59.6%

⚠️ Fair

Lo & Sons
23

✅ Good

54.48%

⚠️ Fair

Carl Friedrik
6

❌ Poor

81.83%

✅ Good

Mansur Gavriel
18

✅ Good

64.22%

✅ Good

STATE Bags
26

✅ Good

52.85%

⚠️ Fair

Cotopaxi
17

⚠️ Fair

42.76%

❌ Poor

Stoney Clover Lane
17

⚠️ Fair

62.53%

✅ Good

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 -1.96 4,099.05 kb
Baggu
🟧 1.26

❌ Poor

4,060.2 kb

⚠️ Fair

Baboon To The Moon
✅ -1.67

❌ Poor

969.83 kb

✅ Good

Paravel
✅ -3.47

✅ Good

3,073.55 kb

✅ Good

Rebecca Minkoff
✅ -1.16

❌ Poor

1,234.04 kb

✅ Good

Peak Design
✅ -5.1

✅ Good

16.77 kb

✅ Good

Senreve
✅ -2.6

✅ Good

1,590.38 kb

✅ Good

Métier
✅ -4.31

✅ Good

3,521.76 kb

✅ Good

Strathberry
✅ -0.47

❌ Poor

7,000.53 kb

❌ Poor

Valextra
✅ -2.6

✅ Good

5,452.22 kb

❌ Poor

Lo & Sons
✅ -1.67

❌ Poor

2,819.8 kb

✅ Good

Carl Friedrik
✅ -2.4

✅ Good

165.37 kb

✅ Good

Mansur Gavriel
✅ -2.24

✅ Good

1,362.64 kb

✅ Good

STATE Bags
✅ -1.25

❌ Poor

16,004.83 kb

❌ Poor

Cotopaxi
- 3,479.1 kb

✅ Good

Stoney Clover Lane
✅ -3.24

✅ Good

5,237.98 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 33.07 13.2
Baggu
1

✅ Good

1

✅ Good

Baboon To The Moon
11

✅ Good

4

✅ Good

Paravel
58

❌ Poor

2

✅ Good

Rebecca Minkoff
17

✅ Good

2

✅ Good

Peak Design
53

❌ Poor

35

❌ Poor

Senreve
16

✅ Good

8

✅ Good

Métier
51

❌ Poor

9

✅ Good

Strathberry
42

❌ Poor

6

✅ Good

Valextra
72

❌ Poor

0

✅ Good

Lo & Sons
24

✅ Good

18

❌ Poor

Carl Friedrik
6

✅ Good

2

✅ Good

Mansur Gavriel
45

❌ Poor

27

❌ Poor

STATE Bags
74

❌ Poor

6

✅ Good

Cotopaxi
17

✅ Good

6

✅ Good

Stoney Clover Lane
9

✅ Good

4

✅ 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 362 134 27.02%
Baggu
0

✅ Good

1

✅ Good

100.0%
Baboon To The Moon
8

✅ Good

3

✅ Good

27.27%
Paravel
45

✅ Good

13

✅ Good

22.41%
Rebecca Minkoff
15

✅ Good

2

✅ Good

11.76%
Peak Design
36

✅ Good

17

✅ Good

32.08%
Senreve
2

✅ Good

14

✅ Good

87.5%
Métier
45

✅ Good

6

✅ Good

11.76%
Strathberry
12

✅ Good

30

✅ Good

71.43%
Valextra
62

✅ Good

10

✅ Good

13.89%
Lo & Sons
8

✅ Good

16

✅ Good

66.67%
Carl Friedrik
6

✅ Good

0

✅ Good

0.0%
Mansur Gavriel
44

✅ Good

1

✅ Good

2.22%
STATE Bags
55

✅ Good

19

✅ Good

25.68%
Cotopaxi
15

✅ Good

2

✅ Good

11.76%
Stoney Clover Lane
9

✅ Good

0

✅ Good

0.0%

Ads detected over time

Browse previous benchmarks

Bags - February- 2024

READ MORE

Bags - January - 2024

READ MORE

Bags - December - 2023

READ MORE

Bags - November - 2023

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Bags - October - 2023

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Bags - September - 2023

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

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