Kitchen - October - 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

November

2023

. 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 Summary: In the kitchen industry, Sur La Table is a leader in email marketing, sending a large volume of emails with a good email score, although they have a relatively high percentage of promotions. Our Place follows closely, with a good number of emails and a reasonable email score. Coolina stands out with the highest email score and a lower percentage of promotions. Brands like Material Kitchen and Nutr need to improve their email marketing performance.

Email Deliverability Summary: Our Place is excellent in email deliverability with a good email score and optimized email size. Made In also performs well in this aspect. Traeger Grills, although with a slightly high spam score, maintains a good email size. On the other hand, Material Kitchen needs to significantly reduce its email size. Caraway and Sur La Table have good email scores but need to work on optimizing their email sizes.

Ads Performance Summary: Coolina leads the kitchen industry in advertising, publishing a significant number of ads with various unique copies. Our Place, MEATER, and Hedley & Bennett are also strong performers in advertising. Brands like Material Kitchen and Anyday are not performing as well in terms of ad velocity and variety.

Social Ads Diversity Summary: Coolina has the highest social ads diversity, with a significant proportion of videos in their ads. Made In and Hedley & Bennett also have a considerable balance between images and videos in their social ads. On the other hand, brands like KitchenAid and Almond Cow need to diversify their social ads.

Emails sent on average

19.5

Ads published on average

51

Average Spam Score

1.8

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 19.47 51.98%
Our Place
34

✅ Good

52.91%

⚠️ Fair

Made In
17

❌ Poor

65.24%

✅ Good

Anyday
7

❌ Poor

51.86%

⚠️ Fair

Caraway
22

✅ Good

53.68%

⚠️ Fair

KitchenAid
3

❌ Poor

61.67%

✅ Good

Hedley & Bennett
11

❌ Poor

58.73%

✅ Good

Gozney
5

❌ Poor

53.8%

⚠️ Fair

Coolina USA
27

✅ Good

70.89%

✅ Good

Fable
15

❌ Poor

62.47%

✅ Good

Traeger Grills
26

✅ Good

39.85%

❌ Poor

Sur La Table
94

✅ Good

41.94%

❌ Poor

MEATER
14

❌ Poor

64.21%

✅ Good

Almond Cow
5

❌ Poor

65.8%

✅ Good

Material Kitchen
11

❌ Poor

46.0%

❌ Poor

Nutr
1

❌ Poor

63.0%

✅ 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 -1.81 3,514.25 kb
Our Place
✅ -2.0

✅ Good

3,560.24 kb

⚠️ Fair

Made In
✅ -2.75

✅ Good

1,350.48 kb

✅ Good

Anyday
✅ -0.72

❌ Poor

2,315.36 kb

✅ Good

Caraway
✅ -2.51

✅ Good

4,632.61 kb

❌ Poor

KitchenAid
✅ -5.0

✅ Good

2,817.05 kb

✅ Good

Hedley & Bennett
✅ -0.32

❌ Poor

2,884.23 kb

✅ Good

Gozney
✅ -2.0

✅ Good

4,275.4 kb

❌ Poor

Coolina USA
✅ -2.32

✅ Good

1,600.44 kb

✅ Good

Fable
✅ -1.9

⚠️ Fair

3,676.78 kb

⚠️ Fair

Traeger Grills
🟧 1.2

❌ Poor

2,256.04 kb

✅ Good

Sur La Table
✅ -2.54

✅ Good

4,122.59 kb

❌ Poor

MEATER
✅ -2.06

✅ Good

5,174.05 kb

❌ Poor

Almond Cow
✅ -2.84

✅ Good

3,223.52 kb

⚠️ Fair

Material Kitchen
🟧 0.09

❌ Poor

6,249.65 kb

❌ Poor

Nutr
- 630.51 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 50.8 16.33
Our Place
89

❌ Poor

21

❌ Poor

Made In
43

✅ Good

8

✅ Good

Anyday
33

✅ Good

7

✅ Good

Caraway
43

✅ Good

23

❌ Poor

KitchenAid
37

✅ Good

2

✅ Good

Hedley & Bennett
73

❌ Poor

13

✅ Good

Gozney
52

⚠️ Fair

12

✅ Good

Coolina USA
104

❌ Poor

1

✅ Good

Fable
31

✅ Good

1

✅ Good

Traeger Grills
46

⚠️ Fair

7

✅ Good

Sur La Table
60

❌ Poor

11

✅ Good

MEATER
83

❌ Poor

12

✅ Good

Almond Cow
25

✅ Good

0

✅ Good

Material Kitchen
43

✅ Good

1

✅ 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 361 395 51.84%
Our Place
35

✅ Good

52

✅ Good

58.43%
Made In
16

✅ Good

27

✅ Good

62.79%
Anyday
23

✅ Good

10

✅ Good

30.3%
Caraway
18

✅ Good

25

✅ Good

58.14%
KitchenAid
33

✅ Good

4

✅ Good

10.81%
Hedley & Bennett
38

✅ Good

35

✅ Good

47.95%
Gozney
44

✅ Good

7

✅ Good

13.46%
Coolina USA
17

✅ Good

87

✅ Good

83.65%
Fable
17

✅ Good

13

✅ Good

41.94%
Traeger Grills
42

✅ Good

4

✅ Good

8.7%
Sur La Table
47

✅ Good

13

✅ Good

21.67%
MEATER
14

✅ Good

67

✅ Good

80.72%
Almond Cow
16

✅ Good

9

✅ Good

36.0%
Material Kitchen
1

✅ Good

42

✅ Good

97.67%
Nutr
0

✅ Good

0

✅ Good

-

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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