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.
This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the
industry, for the month of
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance:
In August 2023, the Home Decor industry saw an increase in the average number of emails sent per brand by 18.63%, reaching an average of 21.2 emails sent. The Citizenry stands out as a leader in email marketing, sending 76 emails with a good email quality score of 66.06%. Following closely is One Kings Lane, which sent 64 emails but had challenges with email quality, scoring only 54.36%. Aura Home, despite sending 24 emails, struggled with a poor email quality score of 42.75%. Brands like Danish Design Store, Nathan James, and Cold Picnic lagged behind in both email quantity and quality.
Email Deliverability Performance:
In terms of email deliverability, the industry made significant progress, with the average spam score improving from -4.19 to -3.77, signifying better email optimization for delivery. Open Spaces exhibited good email deliverability, with a spam score of -1.86, despite sending 11 emails. Conversely, Nathan James faced challenges with a spam score of -4.1, indicating potential issues with email deliverability, especially considering its larger email sizes. Brands like Rejuvenation and Framebridge had poor email deliverability with high spam scores and large email sizes.
Ad Campaign Performance:
The average number of ads published per brand decreased by -11.78% to 20.0 ads, indicating a shift in advertising strategy. Ruggable emerged as a leader in advertising, with 84 new ads published and a good variety of 34 unique copies. The Citizenry also performed well in advertising with 76 new ads, demonstrating both high velocity and diversity. On the other hand, Danish Design Store did not engage in advertising during this period, impacting its overall performance negatively. Open Spaces, although active in advertising with 10 new ads, struggled with poor ad performance, reflected in its lack of unique ad copies.
In terms of social ad diversity, the industry showed a preference for images over videos, with an average video proportion of 32.33%. Chairish and Open Spaces achieved high video proportions at 80%, indicating a focus on video content. The Citizenry, Ruggable, and Framebridge performed well in this aspect, with diverse assets for social ads. Brands like Danish Design Store and OKA had no video content, impacting their social ad diversity scores.
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.)
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.
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.
In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.