Home Decor - March - 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

March

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 the month of March, One Kings Lane and Rejuvenation both sent a similar number of emails with 61 and 59 emails respectively.

Moving on to advertising, The Citizenry created 46 new ads during this period, and they also used the highest number of unique ad copies in these new ads. Following closely is Ruggable with 30 new ads in the same period.

Both Citizenry and Ruggable are focused on using images more than videos in their new ads, with the same percentage of 57% for videos. In contrast, One Kings Lane's advertising strategy leans heavily towards images, with a percentage of 93% in their newly launched ads.

Emails sent on average

22.2

Ads published on average

14

Average Spam Score

3.4

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 22.2 48.84%
Open Spaces
19

❌ Poor

50.58%

⚠️ Fair

Aura Home
15

❌ Poor

33.0%

❌ Poor

The Citizenry
32

✅ Good

55.28%

✅ Good

Danish Design Store
14

❌ Poor

41.21%

❌ Poor

Nathan James
1

❌ Poor

60.0%

✅ Good

Framebridge
8

❌ Poor

48.0%

⚠️ Fair

Rejuvenation
59

✅ Good

39.25%

❌ Poor

The Inside by Havenly
16

❌ Poor

60.44%

✅ Good

Chairish
20

⚠️ Fair

42.55%

❌ Poor

McGee & Co
17

❌ Poor

52.06%

⚠️ Fair

OKA
14

❌ Poor

55.14%

✅ Good

One Kings Lane
61

✅ Good

53.64%

⚠️ Fair

Cold Picnic
5

❌ Poor

63.2%

✅ Good

Ruggable
35

✅ Good

50.17%

⚠️ Fair

Abigail Ahern
17

❌ Poor

51.88%

⚠️ 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 -3.38 4,809.59 kb
Open Spaces
✅ -1.11

❌ Poor

2,030.61 kb

✅ Good

Aura Home
- 2,552.53 kb

✅ Good

The Citizenry
✅ -1.29

❌ Poor

2,336.73 kb

✅ Good

Danish Design Store
✅ -3.75

✅ Good

3,485.78 kb

✅ Good

Nathan James
✅ -2.5

❌ Poor

3,269.04 kb

✅ Good

Framebridge
✅ -0.07

❌ Poor

1,453.35 kb

✅ Good

Rejuvenation
✅ -2.64

❌ Poor

11,819.25 kb

❌ Poor

The Inside by Havenly
✅ -2.63

❌ Poor

1,892.45 kb

✅ Good

Chairish
✅ -1.14

❌ Poor

1,797.43 kb

✅ Good

McGee & Co
✅ -1.28

❌ Poor

7,092.37 kb

❌ Poor

OKA
✅ -2.6

❌ Poor

3,539.05 kb

✅ Good

One Kings Lane
✅ -10.39

✅ Good

4,362.77 kb

⚠️ Fair

Cold Picnic
✅ -4.24

✅ Good

16,028.28 kb

❌ Poor

Ruggable
🟧 1.06

❌ Poor

2,063.28 kb

✅ Good

Abigail Ahern
✅ -3.84

✅ Good

2,005.19 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 14.13 7.53
Open Spaces
0

✅ Good

-
Aura Home
9

✅ Good

7

⚠️ Fair

The Citizenry
46

❌ Poor

10

❌ Poor

Danish Design Store
0

✅ Good

-
Nathan James
13

⚠️ Fair

4

✅ Good

Framebridge
12

✅ Good

12

❌ Poor

Rejuvenation
7

✅ Good

4

✅ Good

The Inside by Havenly
0

✅ Good

-
Chairish
6

✅ Good

4

✅ Good

McGee & Co
18

❌ Poor

5

✅ Good

OKA
17

❌ Poor

6

✅ Good

One Kings Lane
28

❌ Poor

6

✅ Good

Cold Picnic
6

✅ Good

3

✅ Good

Ruggable
30

❌ Poor

4

✅ Good

Abigail Ahern
20

❌ Poor

8

⚠️ Fair

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 119 78 36.79%
Open Spaces
0

✅ Good

0

✅ Good

-
Aura Home
4

✅ Good

5

✅ Good

55.56%
The Citizenry
19

✅ Good

27

✅ Good

58.7%
Danish Design Store
0

✅ Good

0

✅ Good

-
Nathan James
9

✅ Good

4

✅ Good

30.77%
Framebridge
6

✅ Good

3

✅ Good

25.0%
Rejuvenation
6

✅ Good

1

✅ Good

14.29%
The Inside by Havenly
0

✅ Good

0

✅ Good

-
Chairish
2

✅ Good

2

✅ Good

33.33%
McGee & Co
3

✅ Good

13

✅ Good

72.22%
OKA
9

✅ Good

3

✅ Good

17.65%
One Kings Lane
26

✅ Good

2

✅ Good

7.14%
Cold Picnic
2

✅ Good

1

✅ Good

16.67%
Ruggable
13

✅ Good

17

✅ Good

56.67%
Abigail Ahern
20

✅ 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

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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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