Home Decor - October - 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

November

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 Summary: In the home decor industry, One Kings Lane is leading in email marketing. They send a substantial number of emails with good email scores. The Citizenry and Ruggable are also prominent, sending many emails with strong email scores. Rejuvenation is another major player in email marketing, though their email scores are lower. On the contrary, brands like Framebridge and Nathan James send fewer emails with good email scores, showcasing an efficient approach.

Email Deliverability Summary: Open Spaces takes the lead in email deliverability with a good email score and optimized email size. Aura Home and The Citizenry also perform well in this area, although they send fewer emails. In contrast, One Kings Lane has a high spam score and large email size, which impacts their deliverability. Brands like Danish Design Store and Nathan James need to improve their email deliverability due to suboptimal spam scores and email sizes.

Ads Performance Summary: The Citizenry and Ruggable excel in advertising within the home decor industry. They publish a high number of ads with a variety of unique copies, demonstrating strong advertising performance. Nathan James is also notable in this area, with an efficient approach to ad publishing. On the other hand, brands like Cold Picnic and The Inside by Havenly lag behind in terms of ads performance.

Emails sent on average

19.3

Ads published on average

26

Average Spam Score

4.0

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 19.27 53.44%
Open Spaces
7

❌ Poor

50.29%

⚠️ Fair

Aura Home
22

✅ Good

48.68%

⚠️ Fair

The Citizenry
33

✅ Good

58.85%

✅ Good

Danish Design Store
3

❌ Poor

42.33%

❌ Poor

Nathan James
6

❌ Poor

58.0%

⚠️ Fair

Framebridge
14

❌ Poor

60.36%

✅ Good

Rejuvenation
51

✅ Good

44.31%

❌ Poor

The Inside by Havenly
21

⚠️ Fair

47.52%

❌ Poor

Chairish
0

❌ Poor

0%

❌ Poor

McGee & Co
10

❌ Poor

53.8%

⚠️ Fair

OKA
15

❌ Poor

52.4%

⚠️ Fair

One Kings Lane
60

✅ Good

57.05%

⚠️ Fair

Cold Picnic
0

❌ Poor

0%

❌ Poor

Ruggable
29

✅ Good

63.31%

✅ Good

Abigail Ahern
18

⚠️ Fair

51.0%

⚠️ 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 -3.99 4,736.32 kb
Open Spaces
✅ -3.33

❌ Poor

3,777.02 kb

✅ Good

Aura Home
✅ -1.43

❌ Poor

1,920.2 kb

✅ Good

The Citizenry
✅ -1.7

❌ Poor

2,105.92 kb

✅ Good

Danish Design Store
✅ -2.4

❌ Poor

6,096.07 kb

❌ Poor

Nathan James
✅ -1.1

❌ Poor

10,027.23 kb

❌ Poor

Framebridge
✅ -2.6

❌ Poor

4,630.88 kb

⚠️ Fair

Rejuvenation
✅ -2.8

❌ Poor

5,209.11 kb

⚠️ Fair

The Inside by Havenly
✅ -1.33

❌ Poor

2,134.65 kb

✅ Good

Chairish
- -
McGee & Co
✅ -2.84

❌ Poor

5,836.16 kb

❌ Poor

OKA
✅ -2.96

❌ Poor

4,263.32 kb

⚠️ Fair

One Kings Lane
✅ -10.68

✅ Good

9,922.89 kb

❌ Poor

Cold Picnic
- -
Ruggable
✅ -1.25

❌ Poor

867.72 kb

✅ Good

Abigail Ahern
✅ -1.51

❌ Poor

1,888.43 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 25.6 12.27
Open Spaces
31

❌ Poor

0

✅ Good

Aura Home
3

✅ Good

3

✅ Good

The Citizenry
89

❌ Poor

21

❌ Poor

Danish Design Store
0

✅ Good

-
Nathan James
58

❌ Poor

5

✅ Good

Framebridge
33

❌ Poor

17

❌ Poor

Rejuvenation
18

✅ Good

12

⚠️ Fair

The Inside by Havenly
0

✅ Good

-
Chairish
27

⚠️ Fair

19

❌ Poor

McGee & Co
5

✅ Good

5

✅ Good

OKA
13

✅ Good

1

✅ Good

One Kings Lane
15

✅ Good

1

✅ Good

Cold Picnic
0

✅ Good

-
Ruggable
86

❌ Poor

22

❌ Poor

Abigail Ahern
6

✅ Good

4

✅ 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 206 167 43.49%
Open Spaces
17

✅ Good

14

✅ Good

45.16%
Aura Home
3

✅ Good

0

✅ Good

0.0%
The Citizenry
46

✅ Good

39

✅ Good

43.82%
Danish Design Store
0

✅ Good

0

✅ Good

-
Nathan James
21

✅ Good

37

✅ Good

63.79%
Framebridge
11

✅ Good

18

✅ Good

54.55%
Rejuvenation
16

✅ Good

2

✅ Good

11.11%
The Inside by Havenly
0

✅ Good

0

✅ Good

-
Chairish
11

✅ Good

16

✅ Good

59.26%
McGee & Co
1

✅ Good

4

✅ Good

80.0%
OKA
8

✅ Good

5

✅ Good

38.46%
One Kings Lane
15

✅ Good

0

✅ Good

0.0%
Cold Picnic
0

✅ Good

0

✅ Good

-
Ruggable
52

✅ Good

31

✅ Good

36.05%
Abigail Ahern
5

✅ Good

1

✅ Good

16.67%

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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