Outdoor - 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.

Outdoor

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Outdoor

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, Sportsman's Guide led in emails with 37, closely followed by RTIC Outdoors with a total of 34 emails.

In terms of advertising, Rumpl took the top spot with 149 new ads created and the highest number of ad copies (41) this month among all the benchmark brands. YETI secured the second position with 88 new ads.

Regarding ad strategy, both Rumpl and YETI used more images. Rumpl employed 124 images compared to 23 videos, while YETI utilized 66 images versus 20 videos.

Emails sent on average

11.3

Ads published on average

36

Average Spam Score

2.5

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 11.27 62.11%
Snowpeak
12

⚠️ Fair

48.17%

❌ Poor

ORCA Coolers
8

❌ Poor

56.63%

⚠️ Fair

Sportsman's Guide
37

✅ Good

71.84%

✅ Good

Solo Stove
1

❌ Poor

50.0%

❌ Poor

YETI - US
6

❌ Poor

52.67%

❌ Poor

Atmosphere
13

✅ Good

51.38%

❌ Poor

Roofnest
1

❌ Poor

36.0%

❌ Poor

MODL Outdoors
4

❌ Poor

75.25%

✅ Good

Hydro Flask
13

✅ Good

59.31%

⚠️ Fair

Thesus Outdoors
5

❌ Poor

45.8%

❌ Poor

Outdoor Voices
20

✅ Good

71.15%

✅ Good

Veloretti
0

❌ Poor

0%

❌ Poor

RTIC Outdoors
34

✅ Good

61.65%

⚠️ Fair

Cowboy - EN
7

❌ Poor

62.14%

⚠️ Fair

Rumpl
8

❌ Poor

60.25%

⚠️ 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 -2.54 2,117.92 kb
Snowpeak
✅ -2.6

⚠️ Fair

4,142.81 kb

❌ Poor

ORCA Coolers
✅ -4.26

✅ Good

1,495.19 kb

✅ Good

Sportsman's Guide
✅ -3.06

✅ Good

117.11 kb

✅ Good

Solo Stove
✅ -5.0

✅ Good

3,730.79 kb

❌ Poor

YETI - US
✅ -2.1

❌ Poor

3,588.16 kb

❌ Poor

Atmosphere
✅ -2.79

⚠️ Fair

1,511.9 kb

✅ Good

Roofnest
🟧 1.1

❌ Poor

1,116.01 kb

✅ Good

MODL Outdoors
✅ -3.85

✅ Good

7,205.39 kb

❌ Poor

Hydro Flask
✅ -0.1

❌ Poor

1,654.97 kb

✅ Good

Thesus Outdoors
✅ -0.83

❌ Poor

8,887.08 kb

❌ Poor

Outdoor Voices
✅ -2.45

⚠️ Fair

1,276.7 kb

✅ Good

Veloretti
- -
RTIC Outdoors
✅ -2.89

✅ Good

2,479.7 kb

❌ Poor

Cowboy - EN
✅ -1.43

❌ Poor

1,084.04 kb

✅ Good

Rumpl
✅ -1.6

❌ Poor

4,210.65 kb

❌ Poor

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 35.93 16.07
Snowpeak
4

✅ Good

4

✅ Good

ORCA Coolers
16

✅ Good

10

✅ Good

Sportsman's Guide
26

✅ Good

14

✅ Good

Solo Stove
53

❌ Poor

29

❌ Poor

YETI - US
88

❌ Poor

11

✅ Good

Atmosphere
7

✅ Good

5

✅ Good

Roofnest
0

✅ Good

-
MODL Outdoors
5

✅ Good

0

✅ Good

Hydro Flask
56

❌ Poor

10

✅ Good

Thesus Outdoors
17

✅ Good

3

✅ Good

Outdoor Voices
16

✅ Good

0

✅ Good

Veloretti
34

⚠️ Fair

16

⚠️ Fair

RTIC Outdoors
68

❌ Poor

19

❌ Poor

Cowboy - EN
0

✅ Good

-
Rumpl
149

❌ Poor

16

⚠️ Fair

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 346 182 33.77%
Snowpeak
2

✅ Good

1

✅ Good

25.0%
ORCA Coolers
3

✅ Good

11

✅ Good

68.75%
Sportsman's Guide
24

✅ Good

2

✅ Good

7.69%
Solo Stove
37

✅ Good

16

✅ Good

30.19%
YETI - US
66

✅ Good

20

✅ Good

22.73%
Atmosphere
3

✅ Good

4

✅ Good

57.14%
Roofnest
0

✅ Good

0

✅ Good

-
MODL Outdoors
3

✅ Good

2

✅ Good

40.0%
Hydro Flask
19

✅ Good

37

✅ Good

66.07%
Thesus Outdoors
13

✅ Good

2

✅ Good

11.76%
Outdoor Voices
8

✅ Good

8

✅ Good

50.0%
Veloretti
30

✅ Good

2

✅ Good

5.88%
RTIC Outdoors
14

✅ Good

54

✅ Good

79.41%
Cowboy - EN
0

✅ Good

0

✅ Good

-
Rumpl
124

✅ Good

23

✅ Good

15.44%

Ads detected over time

Browse previous benchmarks

Outdoor - December - 2023

READ MORE

Outdoor - November - 2023

READ MORE

Outdoor - October - 2023

READ MORE

Outdoor - September - 2023

READ MORE

Outdoor - August - 2023

READ MORE

Outdoor - July - 2023

READ MORE

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

No items found.

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