Kitchen - July - 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

August

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 July, Traeger Grills and Coolina USA maintained their leading positions in emails, having sent 28 and 23 emails respectively.

Shifting our focus to advertising activities, MEATER took the top spot this month with the creation of 111 new ads. Our Place closely follows with 98 new ads, while Caraway secured the third position with 83 new ads and an impressive count of 54 ad copies.

Regarding advertising strategies, MEATER, Our Place, and Caraway all emphasized a focus on videos in their campaigns this month. MEATER solely employed videos (111), while Our Place used 59 videos in comparison to 39 images. Caraway, on the other hand, utilized 60 videos along with 23 images.

Emails sent on average

10.9

Ads published on average

47

Average Spam Score

1.4

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 10.93 56.7%
Our Place
14

✅ Good

55.86%

⚠️ Fair

Made In
6

❌ Poor

66.67%

✅ Good

Anyday
7

❌ Poor

65.71%

✅ Good

Caraway
14

✅ Good

60.36%

⚠️ Fair

KitchenAid
3

❌ Poor

44.67%

❌ Poor

Hedley & Bennett
3

❌ Poor

55.33%

⚠️ Fair

Gozney
6

❌ Poor

64.17%

✅ Good

Coolina USA
23

✅ Good

66.57%

✅ Good

Fable
11

⚠️ Fair

57.36%

⚠️ Fair

Traeger Grills
28

✅ Good

38.21%

❌ Poor

Sur La Table
0

❌ Poor

0%

❌ Poor

MEATER
12

⚠️ Fair

72.67%

✅ Good

Almond Cow
9

❌ Poor

65.11%

✅ Good

Material Kitchen
13

✅ Good

41.69%

❌ Poor

Nutr
15

✅ Good

59.6%

⚠️ 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 -1.39 2,938.72 kb
Our Place
✅ -1.76

✅ Good

2,535.7 kb

✅ Good

Made In
✅ -1.77

✅ Good

930.76 kb

✅ Good

Anyday
✅ -2.79

✅ Good

1,121.33 kb

✅ Good

Caraway
✅ -3.67

✅ Good

3,083.16 kb

⚠️ Fair

KitchenAid
✅ -1.67

✅ Good

3,172.94 kb

⚠️ Fair

Hedley & Bennett
✅ -1.43

⚠️ Fair

5,745.48 kb

❌ Poor

Gozney
✅ -2.28

✅ Good

1,947.21 kb

✅ Good

Coolina USA
✅ -2.4

✅ Good

2,182.61 kb

✅ Good

Fable
✅ -1.44

⚠️ Fair

3,192.8 kb

⚠️ Fair

Traeger Grills
🟧 1.74

❌ Poor

2,394.21 kb

✅ Good

Sur La Table
- -
MEATER
✅ -2.49

✅ Good

1,446.59 kb

✅ Good

Almond Cow
✅ -1.46

⚠️ Fair

3,214.07 kb

⚠️ Fair

Material Kitchen
🟧 0.62

❌ Poor

8,975.16 kb

❌ Poor

Nutr
✅ -2.73

✅ Good

2,406.09 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 47.0 18.0
Our Place
98

❌ Poor

12

✅ Good

Made In
26

✅ Good

10

✅ Good

Anyday
74

❌ Poor

11

✅ Good

Caraway
83

❌ Poor

35

❌ Poor

KitchenAid
6

✅ Good

6

✅ Good

Hedley & Bennett
32

✅ Good

10

✅ Good

Gozney
77

❌ Poor

7

✅ Good

Coolina USA
56

❌ Poor

3

✅ Good

Fable
15

✅ Good

1

✅ Good

Traeger Grills
8

✅ Good

4

✅ Good

Sur La Table
66

❌ Poor

14

✅ Good

MEATER
111

❌ Poor

15

✅ Good

Almond Cow
26

✅ Good

1

✅ Good

Material Kitchen
26

✅ Good

6

✅ Good

Nutr
1

✅ Good

1

✅ 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 300 399 56.6%
Our Place
39

✅ Good

59

✅ Good

60.2%
Made In
3

✅ Good

23

✅ Good

88.46%
Anyday
63

✅ Good

11

✅ Good

14.86%
Caraway
23

✅ Good

60

✅ Good

72.29%
KitchenAid
1

✅ Good

5

✅ Good

83.33%
Hedley & Bennett
11

✅ Good

21

✅ Good

65.63%
Gozney
52

✅ Good

23

✅ Good

29.87%
Coolina USA
35

✅ Good

21

✅ Good

37.5%
Fable
8

✅ Good

6

✅ Good

40.0%
Traeger Grills
6

✅ Good

1

✅ Good

12.5%
Sur La Table
43

✅ Good

21

✅ Good

31.82%
MEATER
0

✅ Good

111

✅ Good

100.0%
Almond Cow
2

✅ Good

24

✅ Good

92.31%
Material Kitchen
14

✅ Good

12

✅ Good

46.15%
Nutr
0

✅ Good

1

✅ 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

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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.

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