Garden - 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.

Garden

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

Garden

industry, for the month of

November

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 garden industry, Vego Garden stands out as a top performer in email marketing, sending a significant number of emails with a good email score, although it has a high percentage of promotions. The Sill and Artiplanto follow, both sending a good number of emails with respectable email scores. Lively Root and Gardyn send a moderate number of emails but need to improve their email scores. Brands like Muddy Trowel and Bloomscape lag in email marketing performance.

Email Deliverability Summary: Patch plants excels in email deliverability with a very good email score and optimized email size. Rosy and Muddy Trowel also perform well in this regard. On the other hand, Vego Garden needs to work on reducing its email size for better deliverability. Click & Grow and Shrooly have good email scores but large email sizes, impacting their deliverability.

Ads Performance Summary: Vego Garden and Artiplanto lead in advertising within the garden industry. They publish a significant number of ads with a diverse range of unique copies, demonstrating strong advertising performance. Gardyn and Shrooly are also notable in this area. Brands like Rooted and Muddy Trowel have limited ad performance.

Social Ads Diversity Summary: Shrooly is at the forefront in social ads diversity, featuring a high proportion of videos in their ads. Sunday and Gardyn also do well in this aspect, with a significant proportion of videos in their social ads. In contrast, brands like Patch plants have an equal proportion of images and videos in their social ads, while Rooted and Lively Root need to enhance the diversity of their social ads.

Emails sent on average

12.3

Ads published on average

22

Average Spam Score

1.9

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 12.27 53.08%
Patch plants
6

❌ Poor

39.0%

❌ Poor

Artiplanto
18

✅ Good

47.5%

❌ Poor

Rosy
4

❌ Poor

53.25%

⚠️ Fair

Muddy Trowel
8

❌ Poor

70.38%

✅ Good

Gardyn
15

✅ Good

63.53%

✅ Good

Bloomscape
5

❌ Poor

87.0%

✅ Good

Lettuce Grow
12

⚠️ Fair

56.58%

⚠️ Fair

HAMAMA
12

⚠️ Fair

50.58%

⚠️ Fair

Sunday
11

❌ Poor

56.91%

⚠️ Fair

Vego Garden
21

✅ Good

33.71%

❌ Poor

Click & Grow - EU
12

⚠️ Fair

68.17%

✅ Good

Rooted
13

⚠️ Fair

63.0%

✅ Good

Lively Root
17

✅ Good

41.0%

❌ Poor

Shrooly
12

⚠️ Fair

56.08%

⚠️ Fair

The Sill
18

✅ Good

49.22%

⚠️ 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 -1.94 4,003.17 kb
Patch plants
✅ -0.97

❌ Poor

4,720.56 kb

❌ Poor

Artiplanto
✅ -1.94

⚠️ Fair

2,098.67 kb

✅ Good

Rosy
✅ -3.38

✅ Good

1,112.37 kb

✅ Good

Muddy Trowel
✅ -3.13

✅ Good

608.15 kb

✅ Good

Gardyn
✅ -2.27

✅ Good

3,612.6 kb

⚠️ Fair

Bloomscape
✅ -3.0

✅ Good

659.48 kb

✅ Good

Lettuce Grow
🟧 0.22

❌ Poor

2,484.13 kb

✅ Good

HAMAMA
✅ -2.9

✅ Good

3,331.82 kb

✅ Good

Sunday
✅ -1.26

❌ Poor

1,963.69 kb

✅ Good

Vego Garden
✅ -2.0

⚠️ Fair

15,882.15 kb

❌ Poor

Click & Grow - EU
✅ -3.39

✅ Good

1,360.65 kb

✅ Good

Rooted
✅ -1.65

❌ Poor

1,735.42 kb

✅ Good

Lively Root
✅ -1.11

❌ Poor

4,360.57 kb

⚠️ Fair

Shrooly
✅ -3.02

✅ Good

1,626.0 kb

✅ Good

The Sill
✅ -1.32

❌ Poor

2,568.67 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 21.87 10.33
Patch plants
14

✅ Good

2

✅ Good

Artiplanto
60

❌ Poor

57

❌ Poor

Rosy
1

✅ Good

1

✅ Good

Muddy Trowel
1

✅ Good

1

✅ Good

Gardyn
36

❌ Poor

9

✅ Good

Bloomscape
0

✅ Good

-
Lettuce Grow
0

✅ Good

-
HAMAMA
18

✅ Good

18

❌ Poor

Sunday
25

❌ Poor

1

✅ Good

Vego Garden
111

❌ Poor

7

✅ Good

Click & Grow - EU
26

❌ Poor

2

✅ Good

Rooted
0

✅ Good

-
Lively Root
2

✅ Good

2

✅ Good

Shrooly
27

❌ Poor

17

❌ Poor

The Sill
7

✅ Good

5

✅ 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 186 139 42.38%
Patch plants
7

✅ Good

7

✅ Good

50.0%
Artiplanto
25

✅ Good

35

✅ Good

58.33%
Rosy
0

✅ Good

1

✅ Good

100.0%
Muddy Trowel
1

✅ Good

0

✅ Good

0.0%
Gardyn
13

✅ Good

23

✅ Good

63.89%
Bloomscape
0

✅ Good

0

✅ Good

-
Lettuce Grow
0

✅ Good

0

✅ Good

-
HAMAMA
8

✅ Good

10

✅ Good

55.56%
Sunday
9

✅ Good

16

✅ Good

64.0%
Vego Garden
95

✅ Good

16

✅ Good

14.41%
Click & Grow - EU
16

✅ Good

8

✅ Good

30.77%
Rooted
0

✅ Good

0

✅ Good

-
Lively Root
2

✅ Good

0

✅ Good

0.0%
Shrooly
8

✅ Good

19

✅ Good

70.37%
The Sill
2

✅ Good

4

✅ Good

57.14%

Ads detected over time

Browse previous benchmarks

Garden - December - 2023

READ MORE

Garden - November - 2023

READ MORE

Garden - October - 2023

READ MORE

Garden - September - 2023

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Garden - August - 2023

READ MORE

Garden - July - 2023

READ MORE

Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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