Home Decor - April - 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.

Home Decor

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

Home Decor

industry, for the month of

May

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 April, Rejuvenation sent a total of 63 promotional emails, leading the race in email marketing, followed closely by One King Lane with 61 emails. Meanwhile, Ruggable and The Citizenry are leading the way in ad creation, with both brands creating 60 new ads during April. followed by One King Lane with 58 new ads created. Ruggable had the highest number of ad copies used with a total of ad copies.

In terms of ad strategy, One King Lane used 51 new images and only 7 new videos in their ads during April. Meanwhile, Ruggable and The Citizenry used a more balanced approach, with Ruggable using 29 images and 27 videos and The Citizenry using 31 videos and 29 images.

Emails sent on average

21.8

Ads published on average

21

Average Spam Score

3.2

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 21.8 48.46%
Open Spaces
18

❌ Poor

49.28%

⚠️ Fair

Aura Home
21

⚠️ Fair

35.9%

❌ Poor

The Citizenry
31

✅ Good

56.16%

✅ Good

Danish Design Store
2

❌ Poor

34.5%

❌ Poor

Nathan James
4

❌ Poor

52.75%

⚠️ Fair

Framebridge
16

❌ Poor

44.25%

⚠️ Fair

Rejuvenation
63

✅ Good

37.79%

❌ Poor

The Inside by Havenly
14

❌ Poor

53.43%

✅ Good

Chairish
17

❌ Poor

48.53%

⚠️ Fair

McGee & Co
14

❌ Poor

49.0%

⚠️ Fair

OKA
14

❌ Poor

52.14%

⚠️ Fair

One Kings Lane
61

✅ Good

53.44%

✅ Good

Cold Picnic
3

❌ Poor

64.67%

✅ Good

Ruggable
31

✅ Good

51.58%

⚠️ Fair

Abigail Ahern
18

❌ Poor

58.5%

✅ Good

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 -3.22 4,769.03 kb
Open Spaces
✅ -1.18

❌ Poor

1,620.93 kb

✅ Good

Aura Home
✅ -0.63

❌ Poor

4,022.02 kb

✅ Good

The Citizenry
✅ -1.45

❌ Poor

2,163.34 kb

✅ Good

Danish Design Store
- 2,191.73 kb

✅ Good

Nathan James
✅ -3.08

⚠️ Fair

3,812.49 kb

✅ Good

Framebridge
✅ -0.66

❌ Poor

2,756.8 kb

✅ Good

Rejuvenation
✅ -2.27

❌ Poor

10,792.03 kb

❌ Poor

The Inside by Havenly
✅ -2.69

❌ Poor

2,886.63 kb

✅ Good

Chairish
✅ -2.24

❌ Poor

1,682.86 kb

✅ Good

McGee & Co
✅ -0.45

❌ Poor

6,557.93 kb

❌ Poor

OKA
✅ -2.24

❌ Poor

3,458.72 kb

✅ Good

One Kings Lane
✅ -9.48

✅ Good

4,513.86 kb

⚠️ Fair

Cold Picnic
✅ -3.73

✅ Good

20,431.31 kb

❌ Poor

Ruggable
✅ -0.73

❌ Poor

2,047.48 kb

✅ Good

Abigail Ahern
✅ -3.06

⚠️ Fair

1,431.27 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 21.47 10.33
Open Spaces
48

❌ Poor

12

❌ Poor

Aura Home
12

✅ Good

8

✅ Good

The Citizenry
60

❌ Poor

15

❌ Poor

Danish Design Store
0

✅ Good

-
Nathan James
11

✅ Good

8

✅ Good

Framebridge
9

✅ Good

3

✅ Good

Rejuvenation
0

✅ Good

-
The Inside by Havenly
14

✅ Good

3

✅ Good

Chairish
8

✅ Good

4

✅ Good

McGee & Co
9

✅ Good

1

✅ Good

OKA
25

❌ Poor

12

❌ Poor

One Kings Lane
58

❌ Poor

2

✅ Good

Cold Picnic
0

✅ Good

-
Ruggable
60

❌ Poor

16

❌ Poor

Abigail Ahern
8

✅ Good

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 164 145 45.03%
Open Spaces
9

✅ Good

37

✅ Good

77.08%
Aura Home
9

✅ Good

3

✅ Good

25.0%
The Citizenry
29

✅ Good

31

✅ Good

51.67%
Danish Design Store
0

✅ Good

0

✅ Good

-
Nathan James
8

✅ Good

3

✅ Good

27.27%
Framebridge
0

✅ Good

9

✅ Good

100.0%
Rejuvenation
0

✅ Good

0

✅ Good

-
The Inside by Havenly
2

✅ Good

8

✅ Good

57.14%
Chairish
0

✅ Good

8

✅ Good

100.0%
McGee & Co
2

✅ Good

7

✅ Good

77.78%
OKA
17

✅ Good

5

✅ Good

20.0%
One Kings Lane
51

✅ Good

7

✅ Good

12.07%
Cold Picnic
0

✅ Good

0

✅ Good

-
Ruggable
29

✅ Good

27

✅ Good

45.0%
Abigail Ahern
8

✅ Good

0

✅ Good

0.0%

Ads detected over time

Browse previous benchmarks

Home Decor - December - 2023

READ MORE

Home Decor - November - 2023

READ MORE

Home Decor - October - 2023

READ MORE

Home Decor - September - 2023

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Home Decor - August - 2023

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Home Decor - 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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