Bags - March - 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

March

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 March, Mansur Gavriel, Baboon To The Moon, and STATE Bags sent almost a similar number of emails with 21, 19, and 18 emails, respectively. Baboon To The Moon and STATE Bags have a good spam score compared to the average of all brands, unlike Mansur Gavriel, which has a poor spam score.

STATE Bags launched 49 new ads, followed by Lo & Sons with 40 new ads, which used the highest number of unique ad copies in their ads during this period.

In terms of media used in the ads this month, STATE Bags used 65% of images, and the rest were videos.

Emails sent on average

12.7

Ads published on average

13

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 12.67 53.09%
Baggu
5

❌ Poor

52.2%

⚠️ Fair

Baboon To The Moon
19

✅ Good

55.95%

⚠️ Fair

Paravel
18

✅ Good

57.61%

⚠️ Fair

Rebecca Minkoff
18

✅ Good

68.56%

✅ Good

Peak Design
6

❌ Poor

48.17%

⚠️ Fair

Senreve
7

❌ Poor

59.29%

✅ Good

Métier
11

❌ Poor

51.0%

⚠️ Fair

Strathberry
12

⚠️ Fair

43.58%

❌ Poor

Valextra
5

❌ Poor

54.6%

⚠️ Fair

Lo & Sons
13

⚠️ Fair

55.31%

⚠️ Fair

Carl Friedrik
4

❌ Poor

77.5%

✅ Good

Mansur Gavriel
21

✅ Good

42.48%

❌ Poor

STATE Bags
19

✅ Good

49.42%

⚠️ Fair

Cotopaxi
17

✅ Good

40.76%

❌ Poor

Stoney Clover Lane
15

✅ Good

58.6%

✅ 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 -0.48 4,237.42 kb
Baggu
✅ -0.24

❌ Poor

11,825.81 kb

❌ Poor

Baboon To The Moon
✅ -1.59

✅ Good

1,529.83 kb

✅ Good

Paravel
✅ -2.05

✅ Good

3,850.43 kb

⚠️ Fair

Rebecca Minkoff
✅ -2.11

✅ Good

637.14 kb

✅ Good

Peak Design
✅ -4.27

✅ Good

4,634.05 kb

⚠️ Fair

Senreve
✅ -1.53

✅ Good

1,574.23 kb

✅ Good

Métier
✅ -5.05

✅ Good

8,650.08 kb

❌ Poor

Strathberry
✅ -2.07

✅ Good

4,803.64 kb

❌ Poor

Valextra
✅ -3.1

✅ Good

4,366.98 kb

⚠️ Fair

Lo & Sons
✅ -2.08

✅ Good

1,192.82 kb

✅ Good

Carl Friedrik
✅ -1.35

✅ Good

150.81 kb

✅ Good

Mansur Gavriel
⚠️ 8.57

❌ Poor

1,945.62 kb

✅ Good

STATE Bags
✅ -0.89

✅ Good

12,687.86 kb

❌ Poor

Cotopaxi
- 3,311.96 kb

✅ Good

Stoney Clover Lane
✅ -1.59

✅ Good

4,556.29 kb

⚠️ Fair

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 13.47 7.07
Baggu
6

✅ Good

6

✅ Good

Baboon To The Moon
30

❌ Poor

2

✅ Good

Paravel
18

❌ Poor

14

❌ Poor

Rebecca Minkoff
13

⚠️ Fair

3

✅ Good

Peak Design
0

✅ Good

-
Senreve
4

✅ Good

4

✅ Good

Métier
0

✅ Good

-
Strathberry
2

✅ Good

2

✅ Good

Valextra
12

✅ Good

0

✅ Good

Lo & Sons
40

❌ Poor

17

❌ Poor

Carl Friedrik
5

✅ Good

1

✅ Good

Mansur Gavriel
19

❌ Poor

11

❌ Poor

STATE Bags
49

❌ Poor

13

❌ Poor

Cotopaxi
0

✅ Good

-
Stoney Clover Lane
4

✅ Good

2

✅ 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 103 92 45.54%
Baggu
1

✅ Good

5

✅ Good

83.33%
Baboon To The Moon
6

✅ Good

17

✅ Good

56.67%
Paravel
13

✅ Good

5

✅ Good

27.78%
Rebecca Minkoff
10

✅ Good

3

✅ Good

23.08%
Peak Design
0

✅ Good

0

✅ Good

-
Senreve
1

✅ Good

3

✅ Good

75.0%
Métier
0

✅ Good

0

✅ Good

-
Strathberry
0

✅ Good

2

✅ Good

100.0%
Valextra
7

✅ Good

5

✅ Good

41.67%
Lo & Sons
13

✅ Good

27

✅ Good

67.5%
Carl Friedrik
1

✅ Good

4

✅ Good

80.0%
Mansur Gavriel
17

✅ Good

2

✅ Good

10.53%
STATE Bags
32

✅ Good

17

✅ Good

34.69%
Cotopaxi
0

✅ Good

0

✅ Good

-
Stoney Clover Lane
2

✅ Good

2

✅ Good

50.0%

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

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