Kitchen - May - 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

June

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 May, Traeger Grills led the way again with 28 emails, followed by Nutr with 21 emails. Coolina USA dominated the ads landscape with 141 new ads, closely trailed by Sur La Table with 136 new ads and the highest number of unique ad copies (66). Coolina USA prioritized videos, while Sur La Table favored images over videos. The performance of Traeger Grills, Nutr, Coolina USA, and Sur La Table in emails and ads makes them noteworthy brands for analysis and industry insights.

Emails sent on average

11.9

Ads published on average

69

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 11.87 53.93%
Our Place
6

❌ Poor

45.17%

❌ Poor

Made In
9

❌ Poor

59.22%

⚠️ Fair

Anyday
10

❌ Poor

61.8%

✅ Good

Caraway
13

⚠️ Fair

55.23%

⚠️ Fair

KitchenAid
1

❌ Poor

55.0%

⚠️ Fair

Hedley & Bennett
16

✅ Good

61.63%

✅ Good

Gozney
7

❌ Poor

53.71%

⚠️ Fair

Coolina USA
16

✅ Good

63.56%

✅ Good

Fable
12

⚠️ Fair

60.0%

✅ Good

Traeger Grills
29

✅ Good

38.07%

❌ Poor

Sur La Table
3

❌ Poor

38.67%

❌ Poor

MEATER
9

❌ Poor

62.56%

✅ Good

Almond Cow
12

⚠️ Fair

64.5%

✅ Good

Material Kitchen
15

✅ Good

45.27%

❌ Poor

Nutr
20

✅ Good

53.5%

⚠️ 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 -1.28 2,942.47 kb
Our Place
✅ -0.43

❌ Poor

3,107.31 kb

⚠️ Fair

Made In
✅ -1.5

✅ Good

1,378.31 kb

✅ Good

Anyday
✅ -2.45

✅ Good

1,664.91 kb

✅ Good

Caraway
✅ -2.75

✅ Good

4,178.49 kb

❌ Poor

KitchenAid
✅ 0.0

❌ Poor

1,464.3 kb

✅ Good

Hedley & Bennett
✅ -2.52

✅ Good

3,942.71 kb

❌ Poor

Gozney
✅ -1.26

⚠️ Fair

1,798.55 kb

✅ Good

Coolina USA
✅ -2.6

✅ Good

2,672.73 kb

⚠️ Fair

Fable
✅ -1.89

✅ Good

5,133.9 kb

❌ Poor

Traeger Grills
🟧 1.56

❌ Poor

2,582.08 kb

✅ Good

Sur La Table
✅ -1.77

✅ Good

2,954.19 kb

⚠️ Fair

MEATER
✅ -2.34

✅ Good

2,397.24 kb

✅ Good

Almond Cow
✅ -2.08

✅ Good

3,407.18 kb

❌ Poor

Material Kitchen
🟧 0.24

❌ Poor

4,403.71 kb

❌ Poor

Nutr
✅ -1.67

✅ Good

1,398.69 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 69.2 26.93
Our Place
79

❌ Poor

11

✅ Good

Made In
54

✅ Good

11

✅ Good

Anyday
42

✅ Good

10

✅ Good

Caraway
96

❌ Poor

30

❌ Poor

KitchenAid
25

✅ Good

13

✅ Good

Hedley & Bennett
59

✅ Good

22

✅ Good

Gozney
62

✅ Good

10

✅ Good

Coolina USA
141

❌ Poor

7

✅ Good

Fable
45

✅ Good

7

✅ Good

Traeger Grills
62

✅ Good

8

✅ Good

Sur La Table
136

❌ Poor

45

❌ Poor

MEATER
108

❌ Poor

24

✅ Good

Almond Cow
53

✅ Good

6

✅ Good

Material Kitchen
53

✅ Good

7

✅ Good

Nutr
23

✅ Good

3

✅ 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 452 560 53.95%
Our Place
31

✅ Good

48

✅ Good

60.76%
Made In
19

✅ Good

32

✅ Good

59.26%
Anyday
25

✅ Good

17

✅ Good

40.48%
Caraway
42

✅ Good

54

✅ Good

56.25%
KitchenAid
13

✅ Good

2

✅ Good

8.0%
Hedley & Bennett
25

✅ Good

33

✅ Good

55.93%
Gozney
52

✅ Good

5

✅ Good

8.06%
Coolina USA
48

✅ Good

93

✅ Good

65.96%
Fable
28

✅ Good

16

✅ Good

35.56%
Traeger Grills
27

✅ Good

34

✅ Good

54.84%
Sur La Table
104

✅ Good

31

✅ Good

22.79%
MEATER
2

✅ Good

104

✅ Good

96.3%
Almond Cow
16

✅ Good

37

✅ Good

69.81%
Material Kitchen
20

✅ Good

31

✅ Good

58.49%
Nutr
0

✅ Good

23

✅ Good

100.0%

Ads detected over time

Browse previous benchmarks

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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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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