Bags - October - 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

October

2023

. 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 Summary : In the Bags industry, email marketing is robust but slightly declining. Stoney Clover Lane is leading with a good volume of emails sent and decent email scoring, although they should reduce promotions. Rebecca Minkoff follows with good email practices but also with a high promotions percentage. Cotopaxi is third, showcasing good email sending rates, but struggles with email scoring. Lo & Sons and Paravel also have strong email marketing strategies. Senreve exhibits potential, while Mansur Gavriel and Baboon To The Moon need to improve email scoring and promotions. STATE Bags, Strathberry, Métier, Baggu, Carl Friedrik, Valextra, and Peak Design should enhance their email marketing efforts.

Email Deliverability Summary : Peak Design excels in email deliverability with the best spam score and decent email size. Senreve follows closely, demonstrating good spam scores and email sizes. Métier maintains a strong presence in email deliverability, with an excellent spam score but should reduce email size. Paravel and Rebecca Minkoff have fair spam scores but need to improve email sizes. Lo & Sons and Cotopaxi show promise in email deliverability. Baggu struggles with spam scores and email sizes. Baboon To The Moon, Strathberry, Valextra, Stoney Clover Lane, and STATE Bags lag behind in email deliverability.

Ads Performance Summary : Strathberry leads in advertising performance with the highest number of new ads detected and a wide variety of unique copies. Mansur Gavriel follows closely, also excelling in both new ads and unique copies. STATE Bags maintains a strong presence in advertising, and Peak Design showcases good advertising performance. Carl Friedrik, Valextra, Cotopaxi, and Métier demonstrate potential in this category. Paravel, Baboon To The Moon, Lo & Sons, and Baggu need to enhance their advertising strategies. Rebecca Minkoff and Senreve, despite their strong email marketing, have room for improvement in advertising.

Emails sent on average

15.1

Ads published on average

44

Average Spam Score

2.3

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 15.07 57.48%
Baggu
6

❌ Poor

47.17%

❌ Poor

Baboon To The Moon
17

✅ Good

62.65%

⚠️ Fair

Paravel
21

✅ Good

62.38%

⚠️ Fair

Rebecca Minkoff
25

✅ Good

56.2%

⚠️ Fair

Peak Design
2

❌ Poor

55.0%

⚠️ Fair

Senreve
19

✅ Good

65.79%

✅ Good

Métier
9

❌ Poor

75.56%

✅ Good

Strathberry
11

❌ Poor

43.82%

❌ Poor

Valextra
4

❌ Poor

50.25%

❌ Poor

Lo & Sons
21

✅ Good

61.38%

⚠️ Fair

Carl Friedrik
4

❌ Poor

78.75%

✅ Good

Mansur Gavriel
17

✅ Good

52.88%

⚠️ Fair

STATE Bags
15

⚠️ Fair

59.07%

⚠️ Fair

Cotopaxi
24

✅ Good

44.63%

❌ Poor

Stoney Clover Lane
31

✅ Good

56.29%

⚠️ 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 -2.29 3,661.01 kb
Baggu
🟧 0.82

❌ Poor

7,563.79 kb

❌ Poor

Baboon To The Moon
✅ -1.97

❌ Poor

1,037.6 kb

✅ Good

Paravel
✅ -2.01

❌ Poor

3,156.86 kb

✅ Good

Rebecca Minkoff
✅ -1.49

❌ Poor

1,966.15 kb

✅ Good

Peak Design
✅ -2.6

✅ Good

6,710.99 kb

❌ Poor

Senreve
✅ -3.23

✅ Good

1,284.41 kb

✅ Good

Métier
✅ -4.08

✅ Good

2,044.44 kb

✅ Good

Strathberry
✅ -2.21

⚠️ Fair

5,393.63 kb

❌ Poor

Valextra
✅ -5.1

✅ Good

10,018.15 kb

❌ Poor

Lo & Sons
✅ -2.76

✅ Good

2,341.26 kb

✅ Good

Carl Friedrik
✅ -2.6

✅ Good

670.8 kb

✅ Good

Mansur Gavriel
✅ -1.04

❌ Poor

1,685.69 kb

✅ Good

STATE Bags
✅ -3.57

✅ Good

6,515.49 kb

❌ Poor

Cotopaxi
- 3,558.18 kb

⚠️ Fair

Stoney Clover Lane
✅ -2.22

⚠️ Fair

7,408.22 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 44.0 16.87
Baggu
17

✅ Good

5

✅ Good

Baboon To The Moon
29

✅ Good

4

✅ Good

Paravel
44

⚠️ Fair

3

✅ Good

Rebecca Minkoff
10

✅ Good

2

✅ Good

Peak Design
69

❌ Poor

26

❌ Poor

Senreve
0

✅ Good

-
Métier
46

⚠️ Fair

6

✅ Good

Strathberry
105

❌ Poor

8

✅ Good

Valextra
53

❌ Poor

2

✅ Good

Lo & Sons
21

✅ Good

12

✅ Good

Carl Friedrik
57

❌ Poor

1

✅ Good

Mansur Gavriel
78

❌ Poor

12

✅ Good

STATE Bags
69

❌ Poor

8

✅ Good

Cotopaxi
50

❌ Poor

19

❌ Poor

Stoney Clover Lane
12

✅ Good

7

✅ 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 410 244 36.97%
Baggu
9

✅ Good

8

✅ Good

47.06%
Baboon To The Moon
19

✅ Good

9

✅ Good

31.03%
Paravel
28

✅ Good

16

✅ Good

36.36%
Rebecca Minkoff
6

✅ Good

4

✅ Good

40.0%
Peak Design
41

✅ Good

27

✅ Good

39.13%
Senreve
0

✅ Good

0

✅ Good

-
Métier
41

✅ Good

5

✅ Good

10.87%
Strathberry
27

✅ Good

78

✅ Good

74.29%
Valextra
48

✅ Good

5

✅ Good

9.43%
Lo & Sons
3

✅ Good

18

✅ Good

85.71%
Carl Friedrik
54

✅ Good

3

✅ Good

5.26%
Mansur Gavriel
61

✅ Good

15

✅ Good

19.23%
STATE Bags
34

✅ Good

34

✅ Good

49.28%
Cotopaxi
28

✅ Good

21

✅ Good

42.0%
Stoney Clover Lane
11

✅ Good

1

✅ Good

8.33%

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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