Outdoor - 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.

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

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 Outdoor industry, RTIC Outdoors leads in email marketing with a significant number of emails sent, albeit with a fair email scoring. Rumpl follows closely with a high email score, while Solo Stove and Outdoor Voices also perform well in this aspect. However, Snowpeak lags behind due to a low email score.

Email Deliverability Summary: Atmosphere and RTIC Outdoors excel in email deliverability with good average spam scores and optimized email sizes. However, brands like Sportsman's Guide and Snowpeak face challenges in email deliverability, with suboptimal email sizes and high spam scores.

Ads Performance Summary: In advertising, Solo Stove is the standout performer, with a high number of ads published and a variety of unique ad copies. Rumpl and YETI also perform well in advertising. Brands like Sportsman's Guide and Snowpeak are less active in ad publication, resulting in lower scores in this area.

Social Ads Diversity Summary: RTIC Outdoors leads in social ad diversity, with a significant proportion of images in their ads. YETI, Veloretti, and Hydro Flask also perform well in this aspect. In contrast, brands like Sportsman's Guide and Thesus Outdoors have limited social ad diversity due to a lack of video content in their ads.

Emails sent on average

10.2

Ads published on average

28

Average Spam Score

2.4

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 10.2 59.21%
Snowpeak
15

✅ Good

47.93%

❌ Poor

ORCA Coolers
10

⚠️ Fair

40.2%

❌ Poor

Sportsman's Guide
0

❌ Poor

0%

❌ Poor

Solo Stove
15

✅ Good

58.07%

⚠️ Fair

YETI - US
0

❌ Poor

0%

❌ Poor

Atmosphere
14

✅ Good

54.57%

⚠️ Fair

Roofnest
1

❌ Poor

58.0%

⚠️ Fair

MODL Outdoors
4

❌ Poor

78.0%

✅ Good

Hydro Flask
14

✅ Good

56.21%

⚠️ Fair

Thesus Outdoors
4

❌ Poor

50.0%

❌ Poor

Outdoor Voices
13

✅ Good

70.54%

✅ Good

Veloretti
0

❌ Poor

0%

❌ Poor

RTIC Outdoors
30

✅ Good

64.8%

⚠️ Fair

Cowboy - EN
6

❌ Poor

71.67%

✅ Good

Rumpl
27

✅ Good

61.3%

⚠️ 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 -2.35 2,953.67 kb
Snowpeak
✅ -3.22

✅ Good

4,789.59 kb

❌ Poor

ORCA Coolers
✅ -0.47

❌ Poor

7,469.17 kb

❌ Poor

Sportsman's Guide
- -
Solo Stove
✅ -3.0

✅ Good

4,493.98 kb

❌ Poor

YETI - US
- -
Atmosphere
✅ -3.91

✅ Good

1,531.33 kb

✅ Good

Roofnest
✅ -0.1

❌ Poor

1,105.83 kb

✅ Good

MODL Outdoors
✅ -2.0

❌ Poor

449.37 kb

✅ Good

Hydro Flask
✅ -0.03

❌ Poor

2,452.1 kb

✅ Good

Thesus Outdoors
✅ -2.1

❌ Poor

5,434.09 kb

❌ Poor

Outdoor Voices
✅ -2.41

⚠️ Fair

890.41 kb

✅ Good

Veloretti
- -
RTIC Outdoors
✅ -1.96

❌ Poor

1,987.61 kb

✅ Good

Cowboy - EN
✅ -4.17

✅ Good

627.41 kb

✅ Good

Rumpl
✅ -2.4

⚠️ Fair

3,058.89 kb

⚠️ Fair

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 28.07 12.87
Snowpeak
9

✅ Good

6

✅ Good

ORCA Coolers
3

✅ Good

1

✅ Good

Sportsman's Guide
17

✅ Good

13

⚠️ Fair

Solo Stove
80

❌ Poor

17

❌ Poor

YETI - US
60

❌ Poor

17

❌ Poor

Atmosphere
38

❌ Poor

12

⚠️ Fair

Roofnest
0

✅ Good

-
MODL Outdoors
8

✅ Good

1

✅ Good

Hydro Flask
43

❌ Poor

10

✅ Good

Thesus Outdoors
6

✅ Good

1

✅ Good

Outdoor Voices
1

✅ Good

1

✅ Good

Veloretti
54

❌ Poor

11

✅ Good

RTIC Outdoors
42

❌ Poor

9

✅ Good

Cowboy - EN
0

✅ Good

-
Rumpl
60

❌ Poor

10

✅ 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 256 157 37.29%
Snowpeak
7

✅ Good

2

✅ Good

22.22%
ORCA Coolers
1

✅ Good

2

✅ Good

66.67%
Sportsman's Guide
17

✅ Good

0

✅ Good

0.0%
Solo Stove
47

✅ Good

33

✅ Good

41.25%
YETI - US
35

✅ Good

21

✅ Good

35.0%
Atmosphere
31

✅ Good

7

✅ Good

18.42%
Roofnest
0

✅ Good

0

✅ Good

-
MODL Outdoors
1

✅ Good

7

✅ Good

87.5%
Hydro Flask
24

✅ Good

19

✅ Good

44.19%
Thesus Outdoors
6

✅ Good

0

✅ Good

0.0%
Outdoor Voices
1

✅ Good

0

✅ Good

0.0%
Veloretti
33

✅ Good

19

✅ Good

35.19%
RTIC Outdoors
16

✅ Good

26

✅ Good

61.9%
Cowboy - EN
0

✅ Good

0

✅ Good

-
Rumpl
37

✅ Good

21

✅ Good

35.0%

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

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Outdoor - August - 2023

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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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