Bags - September - 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

September

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: Rebecca Minkoff leads the bags industry in email marketing with a good email score and a high promotion percentage. Senreve also performs well with a good email score but needs to reduce its promotion percentage. Brands like Strathberry and Baggu lag behind in email marketing.

Email Deliverability Summary: Baggu excels in email deliverability with a very good spam score and optimized email size. Baboon To The Moon and Paravel also perform well in email deliverability. Brands like Cotopaxi and Stoney Clover Lane need to improve their email deliverability.

Ads Performance Summary: Métier leads in advertising within the bags industry with the highest number of new ads detected and good unique copy performance. Mansur Gavriel also performs well in advertising. However, brands like Rebecca Minkoff and Paravel have minimal advertising presence.

In summary, Rebecca Minkoff excels in email marketing, Baggu leads in email deliverability, and Métier dominates in advertising within the bags industry. However, some brands like Strathberry and Cotopaxi need to enhance their marketing efforts.

Emails sent on average

15.5

Ads published on average

35

Average Spam Score

2.5

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 15.53 58.67%
Baggu
4

❌ Poor

62.75%

⚠️ Fair

Baboon To The Moon
16

⚠️ Fair

60.44%

⚠️ Fair

Paravel
15

⚠️ Fair

70.33%

✅ Good

Rebecca Minkoff
38

✅ Good

66.68%

✅ Good

Peak Design
5

❌ Poor

54.8%

⚠️ Fair

Senreve
25

✅ Good

58.04%

⚠️ Fair

Métier
12

❌ Poor

72.92%

✅ Good

Strathberry
12

❌ Poor

41.83%

❌ Poor

Valextra
4

❌ Poor

46.0%

❌ Poor

Lo & Sons
23

✅ Good

54.96%

⚠️ Fair

Carl Friedrik
3

❌ Poor

92.33%

✅ Good

Mansur Gavriel
17

⚠️ Fair

56.12%

⚠️ Fair

STATE Bags
14

⚠️ Fair

51.07%

❌ Poor

Cotopaxi
22

✅ Good

42.0%

❌ Poor

Stoney Clover Lane
23

✅ Good

62.7%

⚠️ 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 -2.49 3,068.65 kb
Baggu
✅ -3.63

✅ Good

7,415.03 kb

❌ Poor

Baboon To The Moon
✅ -1.61

❌ Poor

1,202.08 kb

✅ Good

Paravel
✅ -3.41

✅ Good

3,337.77 kb

⚠️ Fair

Rebecca Minkoff
✅ -2.18

❌ Poor

460.71 kb

✅ Good

Peak Design
✅ -3.1

✅ Good

7,264.41 kb

❌ Poor

Senreve
✅ -2.5

⚠️ Fair

1,797.2 kb

✅ Good

Métier
✅ -3.15

✅ Good

1,602.12 kb

✅ Good

Strathberry
✅ -1.77

❌ Poor

7,762.94 kb

❌ Poor

Valextra
✅ -2.6

⚠️ Fair

7,775.71 kb

❌ Poor

Lo & Sons
✅ -2.75

✅ Good

2,023.78 kb

✅ Good

Carl Friedrik
✅ -5.1

✅ Good

391.48 kb

✅ Good

Mansur Gavriel
✅ -1.45

❌ Poor

1,763.29 kb

✅ Good

STATE Bags
✅ -1.82

❌ Poor

5,369.59 kb

❌ Poor

Cotopaxi
- 3,818.95 kb

❌ Poor

Stoney Clover Lane
✅ -3.03

✅ Good

5,952.39 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 35.0 15.33
Baggu
11

✅ Good

7

✅ Good

Baboon To The Moon
49

❌ Poor

3

✅ Good

Paravel
11

✅ Good

1

✅ Good

Rebecca Minkoff
2

✅ Good

1

✅ Good

Peak Design
35

⚠️ Fair

26

❌ Poor

Senreve
23

✅ Good

9

✅ Good

Métier
84

❌ Poor

20

❌ Poor

Strathberry
52

❌ Poor

6

✅ Good

Valextra
23

✅ Good

11

✅ Good

Lo & Sons
21

✅ Good

16

⚠️ Fair

Carl Friedrik
34

⚠️ Fair

0

✅ Good

Mansur Gavriel
81

❌ Poor

27

❌ Poor

STATE Bags
69

❌ Poor

1

✅ Good

Cotopaxi
13

✅ Good

8

✅ Good

Stoney Clover Lane
17

✅ 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 359 162 30.86%
Baggu
1

✅ Good

10

✅ Good

90.91%
Baboon To The Moon
44

✅ Good

5

✅ Good

10.2%
Paravel
9

✅ Good

2

✅ Good

18.18%
Rebecca Minkoff
1

✅ Good

0

✅ Good

0.0%
Peak Design
21

✅ Good

14

✅ Good

40.0%
Senreve
6

✅ Good

17

✅ Good

73.91%
Métier
71

✅ Good

13

✅ Good

15.48%
Strathberry
34

✅ Good

18

✅ Good

34.62%
Valextra
16

✅ Good

7

✅ Good

30.43%
Lo & Sons
6

✅ Good

14

✅ Good

66.67%
Carl Friedrik
32

✅ Good

2

✅ Good

5.88%
Mansur Gavriel
62

✅ Good

18

✅ Good

22.22%
STATE Bags
36

✅ Good

33

✅ Good

47.83%
Cotopaxi
10

✅ Good

2

✅ Good

15.38%
Stoney Clover Lane
10

✅ Good

7

✅ Good

41.18%

Ads detected over time

Browse previous benchmarks

Bags - December - 2023

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Bags - November - 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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