Kitchen - June - 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

July

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 the month of June, Traeger Grills maintained its position as the leader in email communications, sending a total of 29 emails. However, Coolina USA emerged as a strong contender, securing the second position with 23 emails.

Shifting our attention to advertising, Our Place claimed the top spot with 123 new ads created. Sur La Table closely followed in the second position with 117 new ads, boasting the highest number of ad copies (51). Notably, Sur La Table focused on incorporating images in their ads, while Our Place opted for a greater emphasis on videos. Sur La Table utilized 84 images and 33 videos in their ads, whereas Our Place utilized 95 videos and 28 images to captivate their audience.

Emails sent on average

11.0

Ads published on average

49

Average Spam Score

1.7

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 11.0 56.81%
Our Place
3

❌ Poor

53.0%

⚠️ Fair

Made In
9

❌ Poor

65.44%

✅ Good

Anyday
4

❌ Poor

65.75%

✅ Good

Caraway
14

✅ Good

55.43%

⚠️ Fair

KitchenAid
4

❌ Poor

50.0%

❌ Poor

Hedley & Bennett
6

❌ Poor

61.33%

⚠️ Fair

Gozney
10

⚠️ Fair

52.4%

⚠️ Fair

Coolina USA
23

✅ Good

67.43%

✅ Good

Fable
12

⚠️ Fair

64.5%

✅ Good

Traeger Grills
29

✅ Good

40.34%

❌ Poor

Sur La Table
5

❌ Poor

44.0%

❌ Poor

MEATER
12

⚠️ Fair

69.75%

✅ Good

Almond Cow
9

❌ Poor

62.56%

✅ Good

Material Kitchen
13

✅ Good

49.77%

❌ Poor

Nutr
12

⚠️ Fair

61.08%

⚠️ 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 -1.66 2,869.82 kb
Our Place
✅ -4.1

✅ Good

5,435.56 kb

❌ Poor

Made In
✅ -2.32

✅ Good

1,084.71 kb

✅ Good

Anyday
✅ -1.35

❌ Poor

995.49 kb

✅ Good

Caraway
✅ -1.32

❌ Poor

3,410.3 kb

❌ Poor

KitchenAid
✅ -3.75

✅ Good

3,285.71 kb

❌ Poor

Hedley & Bennett
✅ -0.93

❌ Poor

3,190.68 kb

❌ Poor

Gozney
✅ -1.49

⚠️ Fair

2,246.31 kb

✅ Good

Coolina USA
✅ -2.49

✅ Good

2,464.46 kb

✅ Good

Fable
✅ -2.79

✅ Good

3,959.6 kb

❌ Poor

Traeger Grills
🟧 0.66

❌ Poor

2,911.75 kb

⚠️ Fair

Sur La Table
✅ -3.85

✅ Good

3,863.04 kb

❌ Poor

MEATER
✅ -3.23

✅ Good

1,150.36 kb

✅ Good

Almond Cow
✅ -1.11

❌ Poor

3,598.25 kb

❌ Poor

Material Kitchen
✅ -1.42

❌ Poor

5,865.66 kb

❌ Poor

Nutr
✅ -1.97

✅ Good

881.54 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 49.4 19.6
Our Place
123

❌ Poor

11

✅ Good

Made In
15

✅ Good

6

✅ Good

Anyday
37

✅ Good

17

✅ Good

Caraway
48

⚠️ Fair

27

❌ Poor

KitchenAid
33

✅ Good

14

✅ Good

Hedley & Bennett
22

✅ Good

6

✅ Good

Gozney
19

✅ Good

12

✅ Good

Coolina USA
114

❌ Poor

8

✅ Good

Fable
24

✅ Good

2

✅ Good

Traeger Grills
30

✅ Good

5

✅ Good

Sur La Table
117

❌ Poor

35

❌ Poor

MEATER
74

❌ Poor

17

✅ Good

Almond Cow
24

✅ Good

4

✅ Good

Material Kitchen
50

⚠️ Fair

6

✅ Good

Nutr
11

✅ 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 275 461 62.21%
Our Place
28

✅ Good

95

✅ Good

77.24%
Made In
5

✅ Good

10

✅ Good

66.67%
Anyday
22

✅ Good

14

✅ Good

37.84%
Caraway
11

✅ Good

36

✅ Good

75.0%
KitchenAid
25

✅ Good

7

✅ Good

21.21%
Hedley & Bennett
3

✅ Good

19

✅ Good

86.36%
Gozney
17

✅ Good

2

✅ Good

10.53%
Coolina USA
25

✅ Good

89

✅ Good

78.07%
Fable
18

✅ Good

6

✅ Good

25.0%
Traeger Grills
19

✅ Good

9

✅ Good

30.0%
Sur La Table
84

✅ Good

33

✅ Good

28.21%
MEATER
0

✅ Good

74

✅ Good

100.0%
Almond Cow
3

✅ Good

21

✅ Good

87.5%
Material Kitchen
15

✅ Good

35

✅ Good

70.0%
Nutr
0

✅ Good

11

✅ Good

100.0%

Ads detected over time

Browse previous benchmarks

Kitchen - February - 2024

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Kitchen - January - 2024

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Kitchen - December - 2023

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Kitchen - November - 2023

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Kitchen - October - 2023

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Kitchen - September - 2023

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

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