Dogs - 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.

Dogs

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

Dogs

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: Dog is Human and Dope Dog lead the dog industry in email marketing. Dog is Human consistently sends well-performing emails with a good score and promotions, showcasing effective engagement. Dope Dog, while sending fewer emails, maintains strong performance with high scoring and promotions. Bark Box, Native Pet, and Jinx show potential but need improvement in scoring and promotions. Brands like The Foggy Dog, Maev, and The Farmer's Dog face challenges with poor scoring and promotions and should focus on enhancing their email marketing strategies. Just Food For Dogs, Reggie, Furbo Dog Camera, Dandy, Front Of The Pack, and Good Trouble Pets are lagging behind and need a significant overhaul in both quantity and quality of emails.

Email Deliverability Summary: Dope Dog excels in email deliverability, combining a good spam score with optimal email size. Dogdrop and Dog is Human also show promising deliverability, focusing on good spam scores and appropriate email sizes. Native Pet, The Foggy Dog, and Bark Box need improvements in both spam scores and email sizes. The Farmer's Dog faces challenges and should enhance both spam scores and email sizes for better deliverability. Just Food For Dogs, Reggie, Furbo Dog Camera, Dandy, Front Of The Pack, and Good Trouble Pets are lagging behind and need a significant overhaul in both spam scores and email sizes.

Ads Performance Summary: Just Food For Dogs, The Farmer's Dog, and Bark Box lead in ads performance, demonstrating high velocity and a diverse range of unique copies. Dope Dog and Dog is Human also maintain commendable ad strategies. Native Pet, Jinx, Good Trouble Pets, and Furbo Dog Camera show potential but need improvements. The Foggy Dog, Maev, Dogdrop, Reggie, Dandy, Front Of The Pack, and Just Food For Dogs are lagging behind and need to enhance their ads strategies for better overall performance.

Emails sent on average

7.1

Ads published on average

19

Average Spam Score

1.5

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 7.07 60.63%
Dope Dog
15

✅ Good

62.73%

⚠️ Fair

Jinx
3

❌ Poor

53.33%

❌ Poor

Good Trouble Pets
0

❌ Poor

0%

❌ Poor

Dogdrop
3

❌ Poor

69.0%

✅ Good

Front Of The Pack
0

❌ Poor

0%

❌ Poor

Maev
2

❌ Poor

58.0%

⚠️ Fair

Dandy
0

❌ Poor

0%

❌ Poor

Native Pet
13

✅ Good

51.23%

❌ Poor

The Foggy Dog
10

✅ Good

57.4%

⚠️ Fair

The Farmer's Dog
3

❌ Poor

43.33%

❌ Poor

Dog is Human
17

✅ Good

77.76%

✅ Good

Furbo Dog Camera
0

❌ Poor

0%

❌ Poor

Reggie
0

❌ Poor

0%

❌ Poor

Bark Box
40

✅ Good

57.78%

⚠️ Fair

Just Food For Dogs
0

❌ Poor

0%

❌ Poor

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 -1.52 2,282.62 kb
Dope Dog
✅ -1.19

❌ Poor

1,361.99 kb

✅ Good

Jinx
🟧 0.13

❌ Poor

3,981.95 kb

❌ Poor

Good Trouble Pets
- -
Dogdrop
✅ -2.5

✅ Good

206.29 kb

✅ Good

Front Of The Pack
- -
Maev
✅ 0.0

❌ Poor

3,127.29 kb

❌ Poor

Dandy
- -
Native Pet
🟧 0.37

❌ Poor

5,320.12 kb

❌ Poor

The Foggy Dog
✅ -1.28

❌ Poor

6,294.74 kb

❌ Poor

The Farmer's Dog
- 2,234.45 kb

⚠️ Fair

Dog is Human
✅ -2.61

✅ Good

637.65 kb

✅ Good

Furbo Dog Camera
- -
Reggie
- -
Bark Box
✅ -2.0

✅ Good

1,326.4 kb

✅ Good

Just Food For Dogs
- -

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 18.6 8.47
Dope Dog
0

✅ Good

-
Jinx
29

❌ Poor

8

⚠️ Fair

Good Trouble Pets
12

✅ Good

10

❌ Poor

Dogdrop
4

✅ Good

4

✅ Good

Front Of The Pack
0

✅ Good

-
Maev
12

✅ Good

2

✅ Good

Dandy
0

✅ Good

-
Native Pet
23

❌ Poor

6

✅ Good

The Foggy Dog
13

✅ Good

2

✅ Good

The Farmer's Dog
42

❌ Poor

11

❌ Poor

Dog is Human
35

❌ Poor

7

✅ Good

Furbo Dog Camera
30

❌ Poor

3

✅ Good

Reggie
0

✅ Good

-
Bark Box
35

❌ Poor

14

❌ Poor

Just Food For Dogs
44

❌ Poor

3

✅ 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 116 149 53.41%
Dope Dog
0

✅ Good

0

✅ Good

-
Jinx
7

✅ Good

17

✅ Good

58.62%
Good Trouble Pets
2

✅ Good

10

✅ Good

83.33%
Dogdrop
4

✅ Good

0

✅ Good

0.0%
Front Of The Pack
0

✅ Good

0

✅ Good

-
Maev
11

✅ Good

1

✅ Good

8.33%
Dandy
0

✅ Good

0

✅ Good

-
Native Pet
6

✅ Good

17

✅ Good

73.91%
The Foggy Dog
10

✅ Good

3

✅ Good

23.08%
The Farmer's Dog
22

✅ Good

20

✅ Good

47.62%
Dog is Human
1

✅ Good

34

✅ Good

97.14%
Furbo Dog Camera
4

✅ Good

24

✅ Good

80.0%
Reggie
0

✅ Good

0

✅ Good

-
Bark Box
18

✅ Good

13

✅ Good

37.14%
Just Food For Dogs
31

✅ Good

10

✅ Good

22.73%

Ads detected over time

Browse previous benchmarks

Dogs - February - 2024

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Dogs - January - 2024

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Dogs - December - 2023

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Dogs - November - 2023

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Dogs - October - 2023

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Dogs - September - 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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