Kitchen - April - 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.

Kitchen

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Kitchen

industry, for the month of

May

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 April, Traeger Grills maintained its lead position in terms of emails sent with a total of 33 emails, compared to the previous month of March. Coolina USA followed with 20 emails.

Our Place and Caraway took the lead in advertising with 60 new ads created by each of them during April.

When it comes to ad strategy, Our Place used more images with 33 images compared to 27 videos. On the other hand, Caraway preferred more videos with 35 videos compared to 25 images.

Emails sent on average

12.9

Ads published on average

28

Average Spam Score

1.3

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 12.93 53.88%
Our Place
16

✅ Good

52.69%

⚠️ Fair

Made In
5

❌ Poor

61.4%

✅ Good

Anyday
10

❌ Poor

51.9%

⚠️ Fair

Caraway
16

✅ Good

53.94%

⚠️ Fair

KitchenAid
6

❌ Poor

52.17%

⚠️ Fair

Hedley & Bennett
20

✅ Good

58.5%

⚠️ Fair

Gozney
6

❌ Poor

53.83%

⚠️ Fair

Coolina USA
20

✅ Good

69.65%

✅ Good

Fable
8

❌ Poor

62.25%

✅ Good

Traeger Grills
33

✅ Good

40.73%

❌ Poor

Sur La Table
7

❌ Poor

43.43%

❌ Poor

MEATER
13

⚠️ Fair

52.31%

⚠️ Fair

Almond Cow
12

⚠️ Fair

68.92%

✅ Good

Material Kitchen
12

⚠️ Fair

42.5%

❌ Poor

Nutr
10

❌ Poor

55.8%

⚠️ 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 -1.25 3,074.37 kb
Our Place
✅ -2.25

✅ Good

2,625.39 kb

✅ Good

Made In
✅ -1.84

✅ Good

1,053.49 kb

✅ Good

Anyday
🟧 0.28

❌ Poor

1,830.38 kb

✅ Good

Caraway
✅ -2.56

✅ Good

4,782.59 kb

❌ Poor

KitchenAid
✅ -3.04

✅ Good

2,426.65 kb

✅ Good

Hedley & Bennett
✅ -2.03

✅ Good

3,686.28 kb

❌ Poor

Gozney
✅ -1.67

✅ Good

1,380.46 kb

✅ Good

Coolina USA
✅ -2.35

✅ Good

2,867.58 kb

⚠️ Fair

Fable
✅ -1.69

✅ Good

3,073.5 kb

⚠️ Fair

Traeger Grills
🟧 1.12

❌ Poor

2,660.64 kb

✅ Good

Sur La Table
✅ -1.53

✅ Good

2,061.92 kb

✅ Good

MEATER
✅ -1.45

✅ Good

2,388.1 kb

✅ Good

Almond Cow
✅ -1.67

✅ Good

3,199.76 kb

⚠️ Fair

Material Kitchen
🟧 0.1

❌ Poor

6,980.63 kb

❌ Poor

Nutr
✅ -2.17

✅ Good

2,037.6 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 28.2 14.27
Our Place
60

❌ Poor

4

✅ Good

Made In
54

❌ Poor

16

❌ Poor

Anyday
0

✅ Good

-
Caraway
60

❌ Poor

16

❌ Poor

KitchenAid
50

❌ Poor

29

❌ Poor

Hedley & Bennett
30

⚠️ Fair

17

❌ Poor

Gozney
30

⚠️ Fair

8

✅ Good

Coolina USA
43

❌ Poor

9

✅ Good

Fable
3

✅ Good

3

✅ Good

Traeger Grills
8

✅ Good

6

✅ Good

Sur La Table
58

❌ Poor

32

❌ Poor

MEATER
0

✅ Good

-
Almond Cow
3

✅ Good

0

✅ Good

Material Kitchen
22

✅ Good

7

✅ Good

Nutr
2

✅ Good

2

✅ 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 185 219 51.77%
Our Place
33

✅ Good

27

✅ Good

45.0%
Made In
8

✅ Good

44

✅ Good

81.48%
Anyday
0

✅ Good

0

✅ Good

-
Caraway
25

✅ Good

35

✅ Good

58.33%
KitchenAid
28

✅ Good

9

✅ Good

18.0%
Hedley & Bennett
12

✅ Good

18

✅ Good

60.0%
Gozney
19

✅ Good

9

✅ Good

30.0%
Coolina USA
7

✅ Good

36

✅ Good

83.72%
Fable
2

✅ Good

1

✅ Good

33.33%
Traeger Grills
3

✅ Good

4

✅ Good

50.0%
Sur La Table
42

✅ Good

15

✅ Good

25.86%
MEATER
0

✅ Good

0

✅ Good

-
Almond Cow
0

✅ Good

3

✅ Good

100.0%
Material Kitchen
6

✅ Good

16

✅ Good

72.73%
Nutr
0

✅ Good

2

✅ Good

100.0%

Ads detected over time

Browse previous benchmarks

Kitchen - December - 2023

READ MORE

Kitchen - November - 2023

READ MORE

Kitchen - October - 2023

READ MORE

Kitchen - September - 2023

READ MORE

Kitchen - August - 2023

READ MORE

Kitchen - July - 2023

READ MORE

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

No items found.

Related brands