Kitchen - December - 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

January

2024

. 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 Overview: Our Place leads in email marketing, sending 29 effective emails with good performance (53.79%) but needs improvement in promotions (6%). Coolina closely follows with 27 impactful emails, showcasing exceptional performance (67.96%) and promotions (0%). Sur La Table, despite a high email volume, struggles with performance (39.92%) and promotions (96%). Traeger Grills and Made In deliver solid performances but lag in promotions. MEATER, Caraway, and Fable show potential but need to improve in both performance and promotions. Brands like Anyday, Material Kitchen, and Nutr require significant enhancements in both aspects to compete effectively.

Email Deliverability Insights: Our Place excels in email deliverability with a commendable spam score (-3.12) but faces challenges in email size. Made In and Coolina demonstrate good deliverability with positive spam scores and reasonable email sizes. Traeger Grills, Sur La Table, and MEATER showcase solid deliverability with positive spam scores. Caraway and Gozney need strategic adjustments to enhance deliverability despite good spam scores. Fable, Anyday, and Hedley & Bennett exhibit a mix of deliverability challenges and positive spam scores, requiring strategic adjustments. Brands like KitchenAid, Almond Cow, and Material Kitchen face challenges in both deliverability and spam scores, requiring substantial improvements.

Ads Performance: Coolina dominates advertising with 99 impactful ads, showcasing both volume and diversity. Our Place follows closely with 75 ads, emphasizing volume and a variety of copy. Sur La Table maintains a good balance with 70 impactful ads and a variety of copy. MEATER and Caraway exhibit a commendable mix of volume and unique copy. Gozney, Hedley & Bennett, and Fable need strategic adjustments in both volume and diversity to optimize their advertising impact. Traeger Grills, Almond Cow, Made In, Material Kitchen, Anyday, and KitchenAid require a substantial push to compete effectively in the Kitchen market.

Emails sent on average

14.0

Ads published on average

37

Average Spam Score

1.9

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 14.0 56.03%
Our Place
29

✅ Good

53.79%

⚠️ Fair

Made In
18

✅ Good

59.72%

⚠️ Fair

Anyday
14

⚠️ Fair

51.93%

⚠️ Fair

Caraway
15

⚠️ Fair

52.27%

⚠️ Fair

KitchenAid
1

❌ Poor

55.0%

⚠️ Fair

Hedley & Bennett
7

❌ Poor

64.71%

✅ Good

Gozney
5

❌ Poor

53.6%

⚠️ Fair

Coolina USA
27

✅ Good

67.96%

✅ Good

Fable
14

⚠️ Fair

59.07%

⚠️ Fair

Traeger Grills
18

✅ Good

47.72%

❌ Poor

Sur La Table
25

✅ Good

39.92%

❌ Poor

MEATER
15

⚠️ Fair

72.67%

✅ Good

Almond Cow
11

❌ Poor

65.18%

✅ Good

Material Kitchen
11

❌ Poor

47.18%

❌ Poor

Nutr
0

❌ Poor

0%

❌ Poor

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 -1.85 3,336.57 kb
Our Place
✅ -3.12

✅ Good

3,993.36 kb

❌ Poor

Made In
✅ -2.6

✅ Good

1,805.75 kb

✅ Good

Anyday
✅ -1.56

❌ Poor

3,288.95 kb

⚠️ Fair

Caraway
✅ -0.77

❌ Poor

4,825.1 kb

❌ Poor

KitchenAid
✅ -2.8

✅ Good

1,788.99 kb

✅ Good

Hedley & Bennett
✅ -0.39

❌ Poor

1,693.86 kb

✅ Good

Gozney
✅ -2.76

✅ Good

4,060.82 kb

❌ Poor

Coolina USA
✅ -2.1

✅ Good

1,459.53 kb

✅ Good

Fable
✅ -1.89

⚠️ Fair

4,221.23 kb

❌ Poor

Traeger Grills
🟧 0.83

❌ Poor

2,506.02 kb

✅ Good

Sur La Table
✅ -0.8

❌ Poor

3,932.62 kb

❌ Poor

MEATER
✅ -2.86

✅ Good

1,589.52 kb

✅ Good

Almond Cow
✅ -3.37

✅ Good

2,686.93 kb

✅ Good

Material Kitchen
✅ -0.79

❌ Poor

9,515.49 kb

❌ Poor

Nutr
- -

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 36.73 13.0
Our Place
75

❌ Poor

3

✅ Good

Made In
20

✅ Good

7

✅ Good

Anyday
11

✅ Good

4

✅ Good

Caraway
43

❌ Poor

25

❌ Poor

KitchenAid
5

✅ Good

3

✅ Good

Hedley & Bennett
42

❌ Poor

9

✅ Good

Gozney
42

❌ Poor

7

✅ Good

Coolina USA
99

❌ Poor

3

✅ Good

Fable
40

⚠️ Fair

6

✅ Good

Traeger Grills
8

✅ Good

2

✅ Good

Sur La Table
70

❌ Poor

17

❌ Poor

MEATER
56

❌ Poor

10

✅ Good

Almond Cow
25

✅ Good

4

✅ Good

Material Kitchen
15

✅ Good

2

✅ Good

Nutr
0

✅ 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 262 289 52.45%
Our Place
44

✅ Good

31

✅ Good

41.33%
Made In
0

✅ Good

20

✅ Good

100.0%
Anyday
7

✅ Good

4

✅ Good

36.36%
Caraway
19

✅ Good

24

✅ Good

55.81%
KitchenAid
2

✅ Good

3

✅ Good

60.0%
Hedley & Bennett
24

✅ Good

18

✅ Good

42.86%
Gozney
35

✅ Good

7

✅ Good

16.67%
Coolina USA
45

✅ Good

54

✅ Good

54.55%
Fable
32

✅ Good

8

✅ Good

20.0%
Traeger Grills
6

✅ Good

2

✅ Good

25.0%
Sur La Table
35

✅ Good

35

✅ Good

50.0%
MEATER
5

✅ Good

51

✅ Good

91.07%
Almond Cow
8

✅ Good

17

✅ Good

68.0%
Material Kitchen
0

✅ Good

15

✅ Good

100.0%
Nutr
0

✅ Good

0

✅ Good

-

Ads detected over time

Browse previous benchmarks

Kitchen - February - 2024

READ MORE

Kitchen - January - 2024

READ MORE

Kitchen - December - 2023

READ MORE

Kitchen - November - 2023

READ MORE

Kitchen - October - 2023

READ MORE

Kitchen - September - 2023

READ MORE

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

No items found.

Related brands