Home Decor - September - 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

October

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: One Kings Lane dominates the home decor industry in email marketing with the highest number of emails sent, maintaining good email scoring but needing improvements in promotions. Rejuvenation follows, showcasing a good balance but facing challenges in email scoring. The Citizenry and Ruggable perform well with robust email scoring and promotions. Abigail Ahern, The Inside by Havenly, and McGee & Co face challenges, needing improvements in both email scoring and promotions. OKA, Aura Home, and Open Spaces lag behind, requiring substantial enhancements in both aspects.

Email Deliverability Summary: Open Spaces leads in email deliverability with a good spam score and email size optimization. Aura Home, The Citizenry, and Danish Design Store also perform well in deliverability. Nathan James excels in spam score but faces challenges in email size optimization. Framebridge and Rejuvenation perform well but need improvements in email size optimization. One Kings Lane, Cold Picnic, and Ruggable face challenges, requiring enhancements in both spam score and email size optimization. Abigail Ahern, McGee & Co, OKA, and The Inside by Havenly lag behind in various aspects, needing substantial enhancements to compete effectively.

Ads Performance Summary: Ruggable leads in ads performance with the highest number of new ads, a diverse range of copies, and a balanced image-video ratio. Nathan James, Framebridge, and Chairish also perform well, showcasing a good balance of ad velocity and diverse copies. The Citizenry and Cold Picnic show promise but need enhancements in both ad velocity and diversity. Rejuvenation, Abigail Ahern, One Kings Lane, and McGee & Co face challenges, requiring improvements in both ad velocity and diversity. OKA, Danish Design Store, and Open Spaces lag behind, needing substantial enhancements to compete effectively.

Emails sent on average

19.0

Ads published on average

22

Average Spam Score

4.3

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 19.0 52.05%
Open Spaces
12

❌ Poor

39.92%

❌ Poor

Aura Home
13

❌ Poor

39.31%

❌ Poor

The Citizenry
29

✅ Good

60.93%

✅ Good

Danish Design Store
10

❌ Poor

32.3%

❌ Poor

Nathan James
5

❌ Poor

52.2%

⚠️ Fair

Framebridge
11

❌ Poor

55.18%

⚠️ Fair

Rejuvenation
50

✅ Good

41.62%

❌ Poor

The Inside by Havenly
17

❌ Poor

62.71%

✅ Good

Chairish
9

❌ Poor

57.67%

✅ Good

McGee & Co
16

❌ Poor

55.81%

⚠️ Fair

OKA
13

❌ Poor

58.46%

✅ Good

One Kings Lane
61

✅ Good

55.3%

⚠️ Fair

Cold Picnic
1

❌ Poor

66.0%

✅ Good

Ruggable
21

✅ Good

59.0%

✅ Good

Abigail Ahern
17

❌ Poor

52.29%

⚠️ 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 -4.29 4,791.83 kb
Open Spaces
✅ -0.99

❌ Poor

3,327.17 kb

✅ Good

Aura Home
✅ -1.3

❌ Poor

3,896.81 kb

✅ Good

The Citizenry
✅ -2.04

❌ Poor

2,487.94 kb

✅ Good

Danish Design Store
✅ -0.45

❌ Poor

3,912.35 kb

✅ Good

Nathan James
🟧 0.06

❌ Poor

11,675.47 kb

❌ Poor

Framebridge
🟧 0.17

❌ Poor

3,323.08 kb

✅ Good

Rejuvenation
✅ -3.6

❌ Poor

4,925.41 kb

⚠️ Fair

The Inside by Havenly
✅ -4.02

⚠️ Fair

1,960.09 kb

✅ Good

Chairish
✅ -2.09

❌ Poor

1,238.14 kb

✅ Good

McGee & Co
✅ -2.63

❌ Poor

8,374.99 kb

❌ Poor

OKA
✅ -3.95

⚠️ Fair

4,736.6 kb

⚠️ Fair

One Kings Lane
✅ -10.55

✅ Good

8,237.73 kb

❌ Poor

Cold Picnic
✅ -5.0

✅ Good

21,985.88 kb

❌ Poor

Ruggable
✅ -1.28

❌ Poor

1,241.5 kb

✅ Good

Abigail Ahern
✅ -1.84

❌ Poor

1,883.13 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 21.93 11.2
Open Spaces
0

✅ Good

-
Aura Home
2

✅ Good

0

✅ Good

The Citizenry
30

❌ Poor

5

✅ Good

Danish Design Store
0

✅ Good

-
Nathan James
45

❌ Poor

11

⚠️ Fair

Framebridge
36

❌ Poor

7

✅ Good

Rejuvenation
15

✅ Good

10

✅ Good

The Inside by Havenly
3

✅ Good

1

✅ Good

Chairish
33

❌ Poor

8

✅ Good

McGee & Co
5

✅ Good

3

✅ Good

OKA
0

✅ Good

-
One Kings Lane
11

✅ Good

5

✅ Good

Cold Picnic
18

✅ Good

1

✅ Good

Ruggable
120

❌ Poor

42

❌ Poor

Abigail Ahern
11

✅ Good

9

✅ 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 149 170 51.67%
Open Spaces
0

✅ Good

0

✅ Good

-
Aura Home
2

✅ Good

0

✅ Good

0.0%
The Citizenry
20

✅ Good

10

✅ Good

33.33%
Danish Design Store
0

✅ Good

0

✅ Good

-
Nathan James
23

✅ Good

22

✅ Good

48.89%
Framebridge
14

✅ Good

19

✅ Good

52.78%
Rejuvenation
12

✅ Good

3

✅ Good

20.0%
The Inside by Havenly
2

✅ Good

1

✅ Good

33.33%
Chairish
0

✅ Good

31

✅ Good

93.94%
McGee & Co
2

✅ Good

3

✅ Good

60.0%
OKA
0

✅ Good

0

✅ Good

-
One Kings Lane
11

✅ Good

0

✅ Good

0.0%
Cold Picnic
15

✅ Good

3

✅ Good

16.67%
Ruggable
39

✅ Good

76

✅ Good

63.33%
Abigail Ahern
9

✅ Good

2

✅ Good

18.18%

Ads detected over time

Browse previous benchmarks

Home Decor - December - 2023

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Home Decor - November - 2023

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Home Decor - October - 2023

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Home Decor - September - 2023

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Home Decor - August - 2023

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Home Decor - July - 2023

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

No items found.

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