Home Decor - August - 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

September

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 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.

Emails sent on average

21.2

Ads published on average

20

Average Spam Score

3.8

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 21.2 52.06%
Open Spaces
11

❌ Poor

51.82%

⚠️ Fair

Aura Home
24

✅ Good

42.75%

❌ Poor

The Citizenry
17

❌ Poor

66.06%

✅ Good

Danish Design Store
4

❌ Poor

30.75%

❌ Poor

Nathan James
5

❌ Poor

64.8%

✅ Good

Framebridge
8

❌ Poor

59.13%

✅ Good

Rejuvenation
55

✅ Good

40.65%

❌ Poor

The Inside by Havenly
24

✅ Good

53.58%

⚠️ Fair

Chairish
20

⚠️ Fair

57.1%

⚠️ Fair

McGee & Co
16

❌ Poor

52.38%

⚠️ Fair

OKA
13

❌ Poor

54.77%

⚠️ Fair

One Kings Lane
64

✅ Good

54.36%

⚠️ Fair

Cold Picnic
2

❌ Poor

74.0%

✅ Good

Ruggable
38

✅ Good

54.53%

⚠️ Fair

Abigail Ahern
17

❌ Poor

59.0%

✅ 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 -3.77 3,488.14 kb
Open Spaces
✅ -1.86

❌ Poor

1,829.87 kb

✅ Good

Aura Home
✅ -2.23

❌ Poor

2,639.47 kb

✅ Good

The Citizenry
✅ -2.44

❌ Poor

1,706.41 kb

✅ Good

Danish Design Store
🟧 0.1

❌ Poor

3,169.75 kb

⚠️ Fair

Nathan James
✅ -4.1

⚠️ Fair

8,811.99 kb

❌ Poor

Framebridge
✅ -2.41

❌ Poor

3,672.5 kb

⚠️ Fair

Rejuvenation
✅ -2.37

❌ Poor

4,206.61 kb

❌ Poor

The Inside by Havenly
✅ -2.17

❌ Poor

2,158.22 kb

✅ Good

Chairish
✅ -2.25

❌ Poor

1,792.76 kb

✅ Good

McGee & Co
✅ -1.27

❌ Poor

6,971.96 kb

❌ Poor

OKA
✅ -2.78

❌ Poor

5,315.31 kb

❌ Poor

One Kings Lane
✅ -10.41

✅ Good

4,659.69 kb

❌ Poor

Cold Picnic
✅ -5.0

✅ Good

13,959.18 kb

❌ Poor

Ruggable
✅ -0.32

❌ Poor

1,526.68 kb

✅ Good

Abigail Ahern
✅ -2.25

❌ Poor

1,576.84 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 20.0 11.33
Open Spaces
10

✅ Good

2

✅ Good

Aura Home
14

✅ Good

8

✅ Good

The Citizenry
76

❌ Poor

42

❌ Poor

Danish Design Store
0

✅ Good

-
Nathan James
8

✅ Good

6

✅ Good

Framebridge
25

❌ Poor

4

✅ Good

Rejuvenation
8

✅ Good

8

✅ Good

The Inside by Havenly
10

✅ Good

1

✅ Good

Chairish
10

✅ Good

4

✅ Good

McGee & Co
17

✅ Good

3

✅ Good

OKA
2

✅ Good

0

✅ Good

One Kings Lane
13

✅ Good

5

✅ Good

Cold Picnic
11

✅ Good

0

✅ Good

Ruggable
84

❌ Poor

21

❌ Poor

Abigail Ahern
12

✅ Good

6

✅ 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 192 97 32.33%
Open Spaces
2

✅ Good

8

✅ Good

80.0%
Aura Home
14

✅ Good

0

✅ Good

0.0%
The Citizenry
52

✅ Good

23

✅ Good

30.26%
Danish Design Store
0

✅ Good

0

✅ Good

-
Nathan James
6

✅ Good

2

✅ Good

25.0%
Framebridge
7

✅ Good

11

✅ Good

44.0%
Rejuvenation
8

✅ Good

0

✅ Good

0.0%
The Inside by Havenly
3

✅ Good

7

✅ Good

70.0%
Chairish
2

✅ Good

8

✅ Good

80.0%
McGee & Co
8

✅ Good

6

✅ Good

35.29%
OKA
0

✅ Good

2

✅ Good

100.0%
One Kings Lane
13

✅ Good

0

✅ Good

0.0%
Cold Picnic
7

✅ Good

4

✅ Good

36.36%
Ruggable
58

✅ Good

26

✅ Good

30.95%
Abigail Ahern
12

✅ 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

READ MORE

Home Decor - August - 2023

READ MORE

Home Decor - July - 2023

READ MORE

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

No items found.

Related brands