Home Decor - July - 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

August

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 July, One Kings Lane and Rejuvenation continue to lead in emails. One Kings Lane sent 61 emails, while Rejuvenation followed with 55 promotional emails.

In terms of advertising, The Citizenry holds the top position with 81 new ads created. Ruggable secures the second spot with 72 new ads, using the highest number of ad copies (32) compared to other benchmark brands.

Regarding ad strategy, both The Citizenry and Ruggable prioritized images in their ads this month. The Citizenry employed 48 images and 33 videos, while Ruggable used 55 images and 13 videos.

Emails sent on average

17.9

Ads published on average

24

Average Spam Score

4.1

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 17.93 50.1%
Open Spaces
6

❌ Poor

49.0%

⚠️ Fair

Aura Home
17

⚠️ Fair

37.65%

❌ Poor

The Citizenry
1

❌ Poor

57.0%

✅ Good

Danish Design Store
3

❌ Poor

38.33%

❌ Poor

Nathan James
4

❌ Poor

61.75%

✅ Good

Framebridge
12

❌ Poor

57.83%

✅ Good

Rejuvenation
55

✅ Good

40.09%

❌ Poor

The Inside by Havenly
17

⚠️ Fair

46.53%

⚠️ Fair

Chairish
17

⚠️ Fair

58.12%

✅ Good

McGee & Co
10

❌ Poor

52.6%

⚠️ Fair

OKA
14

❌ Poor

58.43%

✅ Good

One Kings Lane
61

✅ Good

55.82%

✅ Good

Cold Picnic
0

❌ Poor

0%

❌ Poor

Ruggable
35

✅ Good

50.17%

⚠️ Fair

Abigail Ahern
17

⚠️ Fair

55.41%

✅ 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 -4.05 4,163.92 kb
Open Spaces
✅ -2.2

❌ Poor

2,551.84 kb

✅ Good

Aura Home
✅ -0.97

❌ Poor

2,709.68 kb

✅ Good

The Citizenry
✅ -4.1

⚠️ Fair

2,655.67 kb

✅ Good

Danish Design Store
- 1,772.63 kb

✅ Good

Nathan James
✅ -2.6

❌ Poor

7,523.81 kb

❌ Poor

Framebridge
✅ -3.1

❌ Poor

3,864.32 kb

⚠️ Fair

Rejuvenation
✅ -2.73

❌ Poor

4,253.39 kb

⚠️ Fair

The Inside by Havenly
✅ -1.49

❌ Poor

3,332.32 kb

✅ Good

Chairish
✅ -2.24

❌ Poor

1,695.27 kb

✅ Good

McGee & Co
✅ -2.08

❌ Poor

6,406.23 kb

❌ Poor

OKA
✅ -2.6

❌ Poor

3,375.97 kb

✅ Good

One Kings Lane
✅ -10.12

✅ Good

7,339.71 kb

❌ Poor

Cold Picnic
- -
Ruggable
✅ -0.86

❌ Poor

1,912.52 kb

✅ Good

Abigail Ahern
✅ -2.71

❌ Poor

1,699.24 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 24.13 12.53
Open Spaces
14

✅ Good

3

✅ Good

Aura Home
1

✅ Good

1

✅ Good

The Citizenry
81

❌ Poor

8

✅ Good

Danish Design Store
0

✅ Good

-
Nathan James
19

✅ Good

8

✅ Good

Framebridge
28

❌ Poor

10

✅ Good

Rejuvenation
18

✅ Good

11

✅ Good

The Inside by Havenly
16

✅ Good

6

✅ Good

Chairish
29

❌ Poor

19

❌ Poor

McGee & Co
9

✅ Good

3

✅ Good

OKA
39

❌ Poor

14

❌ Poor

One Kings Lane
12

✅ Good

6

✅ Good

Cold Picnic
5

✅ Good

1

✅ Good

Ruggable
72

❌ Poor

20

❌ Poor

Abigail Ahern
19

✅ 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 191 148 40.88%
Open Spaces
1

✅ Good

13

✅ Good

92.86%
Aura Home
1

✅ Good

0

✅ Good

0.0%
The Citizenry
48

✅ Good

33

✅ Good

40.74%
Danish Design Store
0

✅ Good

0

✅ Good

-
Nathan James
10

✅ Good

9

✅ Good

47.37%
Framebridge
6

✅ Good

12

✅ Good

42.86%
Rejuvenation
13

✅ Good

5

✅ Good

27.78%
The Inside by Havenly
4

✅ Good

10

✅ Good

62.5%
Chairish
5

✅ Good

22

✅ Good

75.86%
McGee & Co
4

✅ Good

2

✅ Good

22.22%
OKA
15

✅ Good

22

✅ Good

56.41%
One Kings Lane
12

✅ Good

0

✅ Good

0.0%
Cold Picnic
3

✅ Good

2

✅ Good

40.0%
Ruggable
55

✅ Good

13

✅ Good

18.06%
Abigail Ahern
14

✅ Good

5

✅ Good

26.32%

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

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Home Decor - July - 2023

READ MORE

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

No items found.

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