Pet Food - June - 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.

Pet Food

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

Pet Food

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

During June, pet brands had a relatively low volume of emails. The top spot for emails goes again to Made by Nacho, with a total of 13 emails sent. In the second position, both Sundays and PetPlate sent 9 emails each.

Shifting to ads, Cat Person takes the lead with 109 new ads created, closely followed by Sundays with 63 new ads.

When examining the ad media used in their new ads, both Cat Person and Sundays leaned towards videos rather than images. Cat Person utilized 88 videos and 19 images, while Sundays relied more on videos with 61 videos and only 2 images.

Emails sent on average

5.0

Ads published on average

23

Average Spam Score

1.4

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 5.0 56.76%
Ziggy
4

❌ Poor

54.75%

⚠️ Fair

Jinx
3

❌ Poor

60.67%

⚠️ Fair

Smalls
4

❌ Poor

58.0%

⚠️ Fair

Maev
1

❌ Poor

53.0%

⚠️ Fair

Nom Nom
0

❌ Poor

0%

❌ Poor

Dandy
7

✅ Good

48.71%

❌ Poor

Kabo
0

❌ Poor

0%

❌ Poor

Native Pet
3

❌ Poor

43.0%

❌ Poor

PetPlate
9

✅ Good

50.22%

❌ Poor

Cat Person
5

⚠️ Fair

57.4%

⚠️ Fair

Sundays
9

✅ Good

71.44%

✅ Good

Butternut Box
3

❌ Poor

28.67%

❌ Poor

Just Food For Dogs
8

✅ Good

68.13%

✅ Good

A Pup Above
6

✅ Good

53.17%

⚠️ Fair

Made by Nacho
13

✅ Good

59.15%

⚠️ 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 -1.39 2,676.39 kb
Ziggy
🟧 1.15

❌ Poor

1,057.53 kb

✅ Good

Jinx
✅ -2.93

✅ Good

3,800.04 kb

❌ Poor

Smalls
🟧 1.0

❌ Poor

153.22 kb

✅ Good

Maev
✅ 0.0

❌ Poor

5,605.49 kb

❌ Poor

Nom Nom
- -
Dandy
✅ -2.03

✅ Good

3,954.16 kb

❌ Poor

Kabo
- -
Native Pet
🟧 1.97

❌ Poor

1,568.07 kb

✅ Good

PetPlate
✅ -1.43

⚠️ Fair

3,162.34 kb

❌ Poor

Cat Person
✅ 0.0

❌ Poor

1,117.44 kb

✅ Good

Sundays
✅ -2.53

✅ Good

332.72 kb

✅ Good

Butternut Box
🟧 2.9

❌ Poor

3,556.22 kb

❌ Poor

Just Food For Dogs
✅ -3.85

✅ Good

1,131.69 kb

✅ Good

A Pup Above
✅ -1.93

✅ Good

4,885.96 kb

❌ Poor

Made by Nacho
✅ -1.73

✅ Good

4,647.45 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 23.33 7.87
Ziggy
20

✅ Good

9

❌ Poor

Jinx
14

✅ Good

7

✅ Good

Smalls
24

⚠️ Fair

0

✅ Good

Maev
6

✅ Good

2

✅ Good

Nom Nom
37

❌ Poor

6

✅ Good

Dandy
0

✅ Good

-
Kabo
0

✅ Good

-
Native Pet
1

✅ Good

1

✅ Good

PetPlate
1

✅ Good

1

✅ Good

Cat Person
109

❌ Poor

5

✅ Good

Sundays
58

❌ Poor

4

✅ Good

Butternut Box
33

❌ Poor

29

❌ Poor

Just Food For Dogs
35

❌ Poor

10

❌ Poor

A Pup Above
12

✅ Good

4

✅ Good

Made by Nacho
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 87 259 74.0%
Ziggy
7

✅ Good

11

✅ Good

55.0%
Jinx
7

✅ Good

7

✅ Good

50.0%
Smalls
12

✅ Good

12

✅ Good

50.0%
Maev
0

✅ Good

6

✅ Good

100.0%
Nom Nom
10

✅ Good

27

✅ Good

72.97%
Dandy
0

✅ Good

0

✅ Good

-
Kabo
0

✅ Good

0

✅ Good

-
Native Pet
0

✅ Good

1

✅ Good

100.0%
PetPlate
0

✅ Good

1

✅ Good

100.0%
Cat Person
19

✅ Good

88

✅ Good

80.73%
Sundays
1

✅ Good

57

✅ Good

98.28%
Butternut Box
2

✅ Good

31

✅ Good

93.94%
Just Food For Dogs
23

✅ Good

12

✅ Good

34.29%
A Pup Above
6

✅ Good

6

✅ Good

50.0%
Made by Nacho
0

✅ Good

0

✅ Good

-

Ads detected over time

Browse previous benchmarks

Pet Food - March - 2024

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Pet Food - February - 2024

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Pet Food - January - 2024

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Pet Food - December - 2023

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Pet Food - November - 2023

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Pet Food - October - 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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