Kitchen - March - 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

March

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 March, Traeger Grills sent 26 emails, while Our Place came in second with 20 emails.

MEATER stood out from the other kitchen brands in the benchmark by launching 81 new ads, followed by Material Kitchen with 47 new ads.

Additionally, MEATER utilized the highest number of unique ad copies in their new ads, totaling 32 ad copies.

In terms of the use of media in their ads, MEATER ranked top in using videos with 96% of new ads containing videos, while Material Kitchen utilized videos in 70% of their new ads.

Emails sent on average

12.4

Ads published on average

23

Average Spam Score

1.6

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 12.4 54.88%
Our Place
20

✅ Good

48.7%

❌ Poor

Made In
10

❌ Poor

71.0%

✅ Good

Anyday
10

❌ Poor

63.4%

✅ Good

Caraway
12

⚠️ Fair

57.83%

⚠️ Fair

KitchenAid
5

❌ Poor

56.6%

⚠️ Fair

Hedley & Bennett
19

✅ Good

55.89%

⚠️ Fair

Gozney
5

❌ Poor

49.4%

⚠️ Fair

Coolina USA
17

✅ Good

63.59%

✅ Good

Fable
12

⚠️ Fair

58.92%

⚠️ Fair

Traeger Grills
26

✅ Good

38.81%

❌ Poor

Sur La Table
5

❌ Poor

39.2%

❌ Poor

MEATER
12

⚠️ Fair

53.67%

⚠️ Fair

Almond Cow
9

❌ Poor

69.0%

✅ Good

Material Kitchen
14

✅ Good

49.93%

⚠️ Fair

Nutr
10

❌ Poor

64.6%

✅ Good

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 -1.61 3,346.42 kb
Our Place
✅ -1.33

❌ Poor

3,813.41 kb

❌ Poor

Made In
✅ -3.1

✅ Good

687.95 kb

✅ Good

Anyday
✅ -1.61

⚠️ Fair

1,480.5 kb

✅ Good

Caraway
✅ -3.74

✅ Good

3,718.21 kb

❌ Poor

KitchenAid
✅ -3.0

✅ Good

3,142.8 kb

⚠️ Fair

Hedley & Bennett
✅ -1.18

❌ Poor

3,506.72 kb

⚠️ Fair

Gozney
✅ -1.74

⚠️ Fair

2,406.98 kb

✅ Good

Coolina USA
✅ -2.45

✅ Good

4,147.49 kb

❌ Poor

Fable
✅ -1.53

⚠️ Fair

3,382.46 kb

⚠️ Fair

Traeger Grills
🟧 1.01

❌ Poor

3,110.54 kb

⚠️ Fair

Sur La Table
✅ -2.6

✅ Good

3,006.03 kb

✅ Good

MEATER
✅ -2.19

✅ Good

3,014.79 kb

⚠️ Fair

Almond Cow
✅ -2.07

✅ Good

2,270.68 kb

✅ Good

Material Kitchen
✅ -1.54

⚠️ Fair

8,038.93 kb

❌ Poor

Nutr
✅ -2.37

✅ Good

932.57 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 23.47 11.67
Our Place
26

❌ Poor

8

✅ Good

Made In
41

❌ Poor

15

❌ Poor

Anyday
18

✅ Good

8

✅ Good

Caraway
0

✅ Good

-
KitchenAid
17

✅ Good

7

✅ Good

Hedley & Bennett
0

✅ Good

-
Gozney
18

✅ Good

8

✅ Good

Coolina USA
26

❌ Poor

9

✅ Good

Fable
23

⚠️ Fair

1

✅ Good

Traeger Grills
6

✅ Good

6

✅ Good

Sur La Table
30

❌ Poor

27

❌ Poor

MEATER
81

❌ Poor

12

⚠️ Fair

Almond Cow
15

✅ Good

0

✅ Good

Material Kitchen
47

❌ Poor

5

✅ Good

Nutr
4

✅ Good

4

✅ 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 131 217 61.65%
Our Place
11

✅ Good

15

✅ Good

57.69%
Made In
13

✅ Good

28

✅ Good

68.29%
Anyday
6

✅ Good

12

✅ Good

66.67%
Caraway
0

✅ Good

0

✅ Good

-
KitchenAid
14

✅ Good

1

✅ Good

5.88%
Hedley & Bennett
0

✅ Good

0

✅ Good

-
Gozney
14

✅ Good

4

✅ Good

22.22%
Coolina USA
14

✅ Good

12

✅ Good

46.15%
Fable
15

✅ Good

7

✅ Good

30.43%
Traeger Grills
3

✅ Good

2

✅ Good

33.33%
Sur La Table
20

✅ Good

10

✅ Good

33.33%
MEATER
3

✅ Good

78

✅ Good

96.3%
Almond Cow
4

✅ Good

11

✅ Good

73.33%
Material Kitchen
14

✅ Good

33

✅ Good

70.21%
Nutr
0

✅ Good

4

✅ Good

100.0%

Ads detected over time

Browse previous benchmarks

Kitchen - December - 2023

READ MORE

Kitchen - November - 2023

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Kitchen - October - 2023

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Kitchen - September - 2023

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Kitchen - August - 2023

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Kitchen - 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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