Pet Food - November - 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

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: PetPlate leads the Pet Food industry with a balanced email strategy, sending an average of 4.2 emails with a good performance score of 56.62%. Native Pet and Ziggy follow, but Ziggy needs to manage its promotions better. Brands like Nom Nom and Butternut Box, while active, have room for improvement in email scoring and promotional content.

Email Deliverability Summary: Ziggy excels in deliverability with a minimal spam score and optimized email size. In contrast, Jinx and Smalls struggle, needing improvements in spam scores and email size optimization. A Pup Above and Made by Nacho maintain good deliverability with optimized email sizes, contributing to their overall performance.

Ads Performance Summary: Butternut Box dominates in advertising, demonstrating a high ad velocity with diverse content. Sundays and Cat Person also perform well, showcasing good diversity in their ads. Smalls and Ziggy need to boost their advertising efforts, while PetPlate is currently not engaging in this aspect.

Emails sent on average

4.2

Ads published on average

33

Average Spam Score

1.2

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 4.2 56.62%
Ziggy
7

✅ Good

59.29%

⚠️ Fair

Jinx
5

✅ Good

53.8%

⚠️ Fair

Smalls
2

❌ Poor

52.5%

⚠️ Fair

Maev
0

❌ Poor

0%

❌ Poor

Nom Nom
1

❌ Poor

49.0%

❌ Poor

Dandy
0

❌ Poor

0%

❌ Poor

Kabo
0

❌ Poor

0%

❌ Poor

Native Pet
13

✅ Good

46.0%

❌ Poor

PetPlate
14

✅ Good

54.86%

⚠️ Fair

Cat Person
4

⚠️ Fair

73.5%

✅ Good

Sundays
3

❌ Poor

58.33%

⚠️ Fair

Butternut Box
3

❌ Poor

42.67%

❌ Poor

Just Food For Dogs
0

❌ Poor

0%

❌ Poor

A Pup Above
5

✅ Good

64.2%

✅ Good

Made by Nacho
6

✅ Good

74.17%

✅ 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 -1.2 2,411.53 kb
Ziggy
✅ -0.56

❌ Poor

1,580.05 kb

✅ Good

Jinx
✅ -0.36

❌ Poor

4,336.15 kb

❌ Poor

Smalls
- 1,276.4 kb

✅ Good

Maev
- -
Nom Nom
- 1,755.6 kb

✅ Good

Dandy
- -
Kabo
- -
Native Pet
🟧 1.5

❌ Poor

2,823.2 kb

❌ Poor

PetPlate
✅ -2.78

✅ Good

3,500.5 kb

❌ Poor

Cat Person
✅ -3.85

✅ Good

766.7 kb

✅ Good

Sundays
✅ 0.0

❌ Poor

409.99 kb

✅ Good

Butternut Box
- 4,211.92 kb

❌ Poor

Just Food For Dogs
- -
A Pup Above
✅ -2.66

✅ Good

1,319.1 kb

✅ Good

Made by Nacho
✅ -2.5

✅ Good

940.02 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 33.0 12.0
Ziggy
10

✅ Good

8

✅ Good

Jinx
29

✅ Good

1

✅ Good

Smalls
19

✅ Good

0

✅ Good

Maev
24

✅ Good

2

✅ Good

Nom Nom
62

❌ Poor

4

✅ Good

Dandy
0

✅ Good

-
Kabo
0

✅ Good

-
Native Pet
22

✅ Good

2

✅ Good

PetPlate
0

✅ Good

-
Cat Person
74

❌ Poor

0

✅ Good

Sundays
75

❌ Poor

1

✅ Good

Butternut Box
97

❌ Poor

90

❌ Poor

Just Food For Dogs
55

❌ Poor

7

✅ Good

A Pup Above
21

✅ Good

6

✅ Good

Made by Nacho
7

✅ Good

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 148 347 70.1%
Ziggy
2

✅ Good

8

✅ Good

80.0%
Jinx
11

✅ Good

18

✅ Good

62.07%
Smalls
4

✅ Good

15

✅ Good

78.95%
Maev
18

✅ Good

6

✅ Good

25.0%
Nom Nom
26

✅ Good

36

✅ Good

58.06%
Dandy
0

✅ Good

0

✅ Good

-
Kabo
0

✅ Good

0

✅ Good

-
Native Pet
3

✅ Good

19

✅ Good

86.36%
PetPlate
0

✅ Good

0

✅ Good

-
Cat Person
14

✅ Good

60

✅ Good

81.08%
Sundays
7

✅ Good

68

✅ Good

90.67%
Butternut Box
0

✅ Good

97

✅ Good

100.0%
Just Food For Dogs
42

✅ Good

13

✅ Good

23.64%
A Pup Above
14

✅ Good

7

✅ Good

33.33%
Made by Nacho
7

✅ Good

0

✅ Good

0.0%

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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