Beds & Bedding - February - 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.

Beds & bedding

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Beds & bedding

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

In February, Allswell, Casper, and Purple sent a comparable number of emails. However, in terms of advertising, Cozy Earth emerged as the top advertiser, creating a close number of new images and videos in their new ads. Following Cozy Earth was Casper and Bed Threads, creating 41 and 40 new ads respectively, with a greater emphasis on video content in their ads.

Emails sent on average

14.5

Ads published on average

23

Average Spam Score

2.4

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 14.53 58.17%
Bedfolk
13

❌ Poor

58.92%

⚠️ Fair

Buffy
9

❌ Poor

61.44%

⚠️ Fair

Bearaby
5

❌ Poor

48.0%

❌ Poor

Allswell
25

✅ Good

74.72%

✅ Good

Bed Bath N' Table
17

✅ Good

43.94%

❌ Poor

Baloo
5

❌ Poor

47.0%

❌ Poor

Casper
22

✅ Good

51.05%

❌ Poor

Bed Threads
20

✅ Good

40.55%

❌ Poor

Purple
21

✅ Good

63.71%

⚠️ Fair

Zinus
6

❌ Poor

68.33%

✅ Good

Cozy Earth
10

❌ Poor

54.8%

⚠️ Fair

Ettitude
8

❌ Poor

59.13%

⚠️ Fair

Brooklinen
19

✅ Good

52.16%

❌ Poor

Parachute Home
23

✅ Good

72.43%

✅ Good

Coop
15

⚠️ Fair

60.73%

⚠️ 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 -2.41 2,086.44 kb
Bedfolk
✅ -2.88

✅ Good

1,657.37 kb

✅ Good

Buffy
✅ -1.52

❌ Poor

963.63 kb

✅ Good

Bearaby
✅ -0.16

❌ Poor

4,955.53 kb

❌ Poor

Allswell
✅ -1.54

❌ Poor

442.87 kb

✅ Good

Bed Bath N' Table
✅ -1.82

❌ Poor

2,282.44 kb

⚠️ Fair

Baloo
✅ -0.42

❌ Poor

2,003.74 kb

⚠️ Fair

Casper
✅ -4.19

✅ Good

3,829.88 kb

❌ Poor

Bed Threads
✅ -2.01

❌ Poor

3,763.11 kb

❌ Poor

Purple
✅ -3.22

✅ Good

758.31 kb

✅ Good

Zinus
✅ -4.07

✅ Good

1,001.83 kb

✅ Good

Cozy Earth
✅ -2.45

⚠️ Fair

5,589.71 kb

❌ Poor

Ettitude
✅ -2.6

⚠️ Fair

3,023.07 kb

❌ Poor

Brooklinen
✅ -1.16

❌ Poor

1,866.51 kb

✅ Good

Parachute Home
✅ -2.81

✅ Good

823.24 kb

✅ Good

Coop
✅ -3.01

✅ Good

1,601.38 kb

✅ Good

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 22.73 14.8
Bedfolk
14

✅ Good

10

✅ Good

Buffy
26

❌ Poor

6

✅ Good

Bearaby
14

✅ Good

5

✅ Good

Allswell
5

✅ Good

5

✅ Good

Bed Bath N' Table
23

⚠️ Fair

23

❌ Poor

Baloo
5

✅ Good

1

✅ Good

Casper
41

❌ Poor

12

✅ Good

Bed Threads
40

❌ Poor

24

❌ Poor

Purple
9

✅ Good

0

✅ Good

Zinus
12

✅ Good

12

✅ Good

Cozy Earth
57

❌ Poor

18

❌ Poor

Ettitude
12

✅ Good

2

✅ Good

Brooklinen
49

❌ Poor

16

⚠️ Fair

Parachute Home
25

⚠️ Fair

17

❌ Poor

Coop
9

✅ 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 148 178 52.2%
Bedfolk
4

✅ Good

7

✅ Good

50.0%
Buffy
5

✅ Good

18

✅ Good

69.23%
Bearaby
3

✅ Good

11

✅ Good

78.57%
Allswell
5

✅ Good

0

✅ Good

0.0%
Bed Bath N' Table
20

✅ Good

1

✅ Good

4.35%
Baloo
0

✅ Good

5

✅ Good

100.0%
Casper
2

✅ Good

39

✅ Good

95.12%
Bed Threads
6

✅ Good

34

✅ Good

85.0%
Purple
7

✅ Good

2

✅ Good

22.22%
Zinus
9

✅ Good

0

✅ Good

0.0%
Cozy Earth
29

✅ Good

25

✅ Good

43.86%
Ettitude
8

✅ Good

4

✅ Good

33.33%
Brooklinen
30

✅ Good

19

✅ Good

38.78%
Parachute Home
18

✅ Good

6

✅ Good

24.0%
Coop
2

✅ Good

7

✅ Good

77.78%

Ads detected over time

Browse previous benchmarks

Beds & Bedding - January - 2024

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Beds & Bedding - December - 2023

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Beds & Bedding - November - 2023

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Beds & Bedding - October - 2023

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Beds & Bedding - September - 2023

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Beds & Bedding - August - 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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