Bags - July - 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

August

2023

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

Table of content

Highlights & Summary

During July, Cotopaxi is the leader in emails, sending a total of 21 email. Stoney Clover Lane follows with 19 emails.

In terms of ads, STATE Bags is the lead again creating 96 new ads, while Lo & Sons comes in the second position with 88 new ads and the highest number of ad copies (53) used this month.

Regarding ad strategy, both STATE Bags and LO & Sons prioritized videos this month. STATE Bags used 55 videos and 39 images, while Lo & Sons employed 67 videos and 19 images.

Emails sent on average

12.5

Ads published on average

42

Average Spam Score

2.1

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 12.53 56.16%
Baggu
5

❌ Poor

59.8%

⚠️ Fair

Baboon To The Moon
7

❌ Poor

52.0%

⚠️ Fair

Paravel
15

✅ Good

62.27%

✅ Good

Rebecca Minkoff
17

✅ Good

62.18%

✅ Good

Peak Design
4

❌ Poor

49.5%

❌ Poor

Senreve
19

✅ Good

61.68%

⚠️ Fair

Métier
9

❌ Poor

73.78%

✅ Good

Strathberry
12

⚠️ Fair

42.42%

❌ Poor

Valextra
7

❌ Poor

52.57%

⚠️ Fair

Lo & Sons
18

✅ Good

47.78%

❌ Poor

Carl Friedrik
7

❌ Poor

84.57%

✅ Good

Mansur Gavriel
16

✅ Good

60.81%

⚠️ Fair

STATE Bags
12

⚠️ Fair

47.33%

❌ Poor

Cotopaxi
21

✅ Good

44.14%

❌ Poor

Stoney Clover Lane
19

✅ Good

56.53%

⚠️ 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 -2.05 4,512.46 kb
Baggu
✅ -2.64

✅ Good

9,842.74 kb

❌ Poor

Baboon To The Moon
✅ -0.36

❌ Poor

1,579.75 kb

✅ Good

Paravel
✅ -2.84

✅ Good

3,881.68 kb

✅ Good

Rebecca Minkoff
✅ -1.12

❌ Poor

606.55 kb

✅ Good

Peak Design
✅ -1.05

❌ Poor

6,225.48 kb

❌ Poor

Senreve
✅ -2.47

✅ Good

1,505.15 kb

✅ Good

Métier
✅ -5.23

✅ Good

5,784.95 kb

❌ Poor

Strathberry
✅ -1.6

❌ Poor

5,364.12 kb

❌ Poor

Valextra
✅ -2.6

✅ Good

6,254.19 kb

❌ Poor

Lo & Sons
✅ -1.57

❌ Poor

1,979.93 kb

✅ Good

Carl Friedrik
✅ -3.5

✅ Good

464.25 kb

✅ Good

Mansur Gavriel
✅ -1.27

❌ Poor

2,986.25 kb

✅ Good

STATE Bags
✅ -1.4

❌ Poor

16,713.51 kb

❌ Poor

Cotopaxi
- 3,253.49 kb

✅ Good

Stoney Clover Lane
✅ -2.15

⚠️ Fair

7,908.8 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 41.87 18.4
Baggu
12

✅ Good

8

✅ Good

Baboon To The Moon
0

✅ Good

-
Paravel
7

✅ Good

4

✅ Good

Rebecca Minkoff
10

✅ Good

0

✅ Good

Peak Design
45

⚠️ Fair

26

❌ Poor

Senreve
27

✅ Good

8

✅ Good

Métier
70

❌ Poor

26

❌ Poor

Strathberry
86

❌ Poor

5

✅ Good

Valextra
61

❌ Poor

31

❌ Poor

Lo & Sons
88

❌ Poor

33

❌ Poor

Carl Friedrik
29

✅ Good

0

✅ Good

Mansur Gavriel
22

✅ Good

13

✅ Good

STATE Bags
96

❌ Poor

11

✅ Good

Cotopaxi
23

✅ Good

8

✅ Good

Stoney Clover Lane
52

❌ Poor

9

✅ 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 332 288 45.86%
Baggu
2

✅ Good

10

✅ Good

83.33%
Baboon To The Moon
0

✅ Good

0

✅ Good

-
Paravel
6

✅ Good

1

✅ Good

14.29%
Rebecca Minkoff
8

✅ Good

2

✅ Good

20.0%
Peak Design
26

✅ Good

19

✅ Good

42.22%
Senreve
10

✅ Good

17

✅ Good

62.96%
Métier
55

✅ Good

15

✅ Good

21.43%
Strathberry
46

✅ Good

40

✅ Good

46.51%
Valextra
46

✅ Good

15

✅ Good

24.59%
Lo & Sons
19

✅ Good

67

✅ Good

76.14%
Carl Friedrik
17

✅ Good

12

✅ Good

41.38%
Mansur Gavriel
17

✅ Good

5

✅ Good

22.73%
STATE Bags
39

✅ Good

55

✅ Good

57.29%
Cotopaxi
12

✅ Good

10

✅ Good

43.48%
Stoney Clover Lane
29

✅ Good

20

✅ Good

38.46%

Ads detected over time

Browse previous benchmarks

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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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

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