Home Decor - May - 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

June

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 May, One Kings Lane led the way with 63 emails, followed by Rejuvenation with 57 promotional emails. Ruggable dominated the advertising scene with 105 new ads, trailed by The Citizenry with 84 new ads and the highest number of unique ad copies (43). Ruggable's ad strategy emphasized videos (56) over images (49), while The Citizenry leaned towards images (47) rather than videos (37).

Emails sent on average

22.3

Ads published on average

28

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 22.33 49.67%
Open Spaces
17

❌ Poor

52.76%

⚠️ Fair

Aura Home
17

❌ Poor

41.94%

❌ Poor

The Citizenry
31

✅ Good

57.74%

✅ Good

Danish Design Store
3

❌ Poor

34.67%

❌ Poor

Nathan James
8

❌ Poor

57.75%

✅ Good

Framebridge
12

❌ Poor

43.58%

❌ Poor

Rejuvenation
56

✅ Good

37.21%

❌ Poor

The Inside by Havenly
18

❌ Poor

50.17%

⚠️ Fair

Chairish
19

❌ Poor

41.26%

❌ Poor

McGee & Co
24

⚠️ Fair

52.58%

⚠️ Fair

OKA
12

❌ Poor

52.42%

⚠️ Fair

One Kings Lane
63

✅ Good

52.65%

⚠️ Fair

Cold Picnic
5

❌ Poor

65.8%

✅ Good

Ruggable
33

✅ Good

54.03%

⚠️ Fair

Abigail Ahern
17

❌ Poor

62.35%

✅ 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 -3.16 4,131.14 kb
Open Spaces
✅ -1.76

❌ Poor

2,018.8 kb

✅ Good

Aura Home
🟧 0.14

❌ Poor

3,916.43 kb

⚠️ Fair

The Citizenry
✅ -1.39

❌ Poor

2,041.62 kb

✅ Good

Danish Design Store
✅ -2.4

❌ Poor

3,366.99 kb

✅ Good

Nathan James
✅ -2.34

❌ Poor

4,183.38 kb

⚠️ Fair

Framebridge
✅ -0.63

❌ Poor

2,741.63 kb

✅ Good

Rejuvenation
✅ -2.33

❌ Poor

7,749.03 kb

❌ Poor

The Inside by Havenly
✅ -2.09

❌ Poor

4,765.54 kb

❌ Poor

Chairish
✅ -0.48

❌ Poor

1,743.67 kb

✅ Good

McGee & Co
✅ -2.09

❌ Poor

7,677.45 kb

❌ Poor

OKA
✅ -1.45

❌ Poor

3,641.69 kb

✅ Good

One Kings Lane
✅ -10.27

✅ Good

4,080.71 kb

⚠️ Fair

Cold Picnic
✅ -3.0

⚠️ Fair

7,370.9 kb

❌ Poor

Ruggable
🟧 0.58

❌ Poor

1,609.62 kb

✅ Good

Abigail Ahern
✅ -1.01

❌ Poor

906.22 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 28.33 14.8
Open Spaces
31

⚠️ Fair

6

✅ Good

Aura Home
3

✅ Good

1

✅ Good

The Citizenry
84

❌ Poor

24

❌ Poor

Danish Design Store
0

✅ Good

-
Nathan James
13

✅ Good

4

✅ Good

Framebridge
15

✅ Good

11

✅ Good

Rejuvenation
16

✅ Good

2

✅ Good

The Inside by Havenly
13

✅ Good

4

✅ Good

Chairish
34

❌ Poor

23

❌ Poor

McGee & Co
25

✅ Good

7

✅ Good

OKA
38

❌ Poor

21

❌ Poor

One Kings Lane
10

✅ Good

8

✅ Good

Cold Picnic
7

✅ Good

1

✅ Good

Ruggable
105

❌ Poor

23

❌ Poor

Abigail Ahern
31

⚠️ Fair

12

✅ 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 208 190 44.71%
Open Spaces
7

✅ Good

19

✅ Good

61.29%
Aura Home
3

✅ Good

0

✅ Good

0.0%
The Citizenry
47

✅ Good

37

✅ Good

44.05%
Danish Design Store
0

✅ Good

0

✅ Good

-
Nathan James
6

✅ Good

7

✅ Good

53.85%
Framebridge
5

✅ Good

10

✅ Good

66.67%
Rejuvenation
14

✅ Good

2

✅ Good

12.5%
The Inside by Havenly
2

✅ Good

10

✅ Good

76.92%
Chairish
2

✅ Good

28

✅ Good

82.35%
McGee & Co
18

✅ Good

7

✅ Good

28.0%
OKA
15

✅ Good

7

✅ Good

18.42%
One Kings Lane
10

✅ Good

0

✅ Good

0.0%
Cold Picnic
6

✅ Good

1

✅ Good

14.29%
Ruggable
49

✅ Good

56

✅ Good

53.33%
Abigail Ahern
24

✅ Good

6

✅ Good

19.35%

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

READ MORE

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

No items found.

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