Email Marketing Summary: Tubby Todd leads the Baby & Kids industry with a strategic email approach, averaging 6.07 sends, boasting good engagement (58.26%), and maintaining a balanced promotion rate. Burt's Bees Baby and Oobi also perform well, though the former has room for improvement in scoring. Notably, Bambi Baby and Mamamade struggle in email strategy, lagging behind due to low engagement and scoring.
Email Deliverability Summary: Mamamade secures top deliverability with a remarkable spam score of -5.0, demonstrating excellence in email size management. Tubby Todd maintains a fair deliverability status but should optimize email size further. Brands like Ezpz and Burt's Bees Baby face challenges with both spam scores and email size, requiring improvements. Little Spoon and buybuy BABY show potential but need enhancement in certain aspects of deliverability.
Ads Performance Summary: Little Spoon dominates the advertising landscape, displaying 80 new ads and a diverse array of copies. Tubby Todd and Baby Bunting follow closely, showcasing effective ad strategies. However, Burt's Bees Baby struggles with ad velocity and diversity, while Yumble and buybuy BABY are lagging behind with minimal ad presence.
Email Marketing Summary: Tubby Todd dominates the baby & kids industry in email marketing with consistently good performance in both email scoring and promotions. Burt's Bees Baby and buybuy BABY follow closely, displaying good scores but with variations in their promotion strategies. Oobi and Happiest Baby show potential but need to address poor scoring and promotional aspects. Mockingbird, Ezpz, Yumble, Little Spoon, and Doona face significant challenges and require substantial improvements in both scoring and promotions. Baby Bunting, Bambi Baby, Albee Baby, and Mamamade lag behind and need a comprehensive overhaul in their email marketing strategies.
Email Deliverability Summary: Tubby Todd secures its position as a leader not only in email marketing but also in deliverability, with an exceptional spam score and optimal email size. Burt's Bees Baby, buybuy BABY, and Baby Jogger maintain a fair deliverability status, while brands like Oobi, Happiest Baby, and Little Spoon need improvements in both spam scores and email sizes. Ezpz, Bambi Baby, and Mockingbird face challenges and should focus on enhancing both spam scores and email sizes for better deliverability. Mamamade, Albee Baby, Baby Bunting, and Doona need substantial improvements in both spam scores and email sizes to compete effectively.
Ads Performance Summary: Tubby Todd leads in ads performance with a high velocity and a diverse range of unique copies, setting a benchmark for others. Little Spoon and Doona also exhibit strong ad strategies with a good mix of copies. Baby Bunting, Mockingbird, Happiest Baby, and Ezpz maintain a fair ad performance but need improvements. Burt's Bees Baby, Oobi, Bambi Baby, and Albee Baby lag behind and should focus on enhancing their ad strategies for better overall performance. Yumble, buybuy BABY, Baby Jogger, and Mamamade are at the lower end and require a comprehensive overhaul in their ads strategies for better competitiveness.
In June, Tubby Todd and buybuy BABY take the lead in emails, with Tubby Todd securing the first position by sending 28 emails, closely followed by buybuy BABY with 26 emails.
Shifting focus to ads for this month, Little Spoon emerges as the top performer with 123 new ads created, accompanied by the highest number of unique ad copies used (46). Tubby Todd secures the second position with 96 new ads.
When it comes to ad media preferences, both Little Spoon and Tubby Todd prioritize videos over images. Little Spoon utilizes 84 videos and 36 images, while Tubby Todd employs 61 videos and 35 images.
In July, Tubby Todd continues to lead in emails with a total of 26 emails. Albee Baby secures the second position with 25 emails, while buybuy BABY follows closely in the 3rd position with 22 emails.
When it comes to ads, Little Spoon takes again the top spot with 108 new ads created, boasting the highest number of ad copies (43). Burt's Bees Baby follows suit with 72 new ads.
Regarding their ad strategy, Little Spoon prioritized videos, while Burt's Bees Baby used more images in their ads. Little Spoon utilized 60 videos and 43 images, whereas Burt's Bees Baby opted for 54 images and 17 videos.
In August, Tubby Todd maintained its leadership in emails with a count of 26, while Burt's Bees Baby followed suit with 21 promotional emails.
Shifting our attention to advertising, Tubby Todd took the lead again with 67 new ads created, and Little Spoon secured the second position with 55 new ads.
Turning to their ad strategy, both Tubby Todd and Little Spoon prioritized videos this month. Tubby Todd showcased 38 videos compared to 29 images, while Little Spoon featured 30 videos alongside 23 images.
Email Marketing Summary:Tubby Todd and Burt's Bees Baby lead the Baby & Kids industry in email marketing. They send a high volume of emails with good email scoring and a reasonable promotion rate. Happiest Baby and Oobi also perform well in email marketing with good email scores. Brands like Mockingbird need to improve their email marketing efforts.
Email Deliverability Summary:Tubby Todd excels in email deliverability with a good spam score and optimized email size. Burt's Bees Baby and Ezpz also perform well in email deliverability. Brands like Bambi Baby and Little Spoon need to work on their email deliverability.
Ads Performance Summary:Little Spoon leads in advertising with the highest number of new ads detected and good unique copy performance. Tubby Todd and Doona also perform well in advertising. Brands like Mamamade and Baby Jogger need to focus more on their advertising efforts.
In summary, Tubby Todd and Burt's Bees Baby excel in email marketing. Tubby Todd also leads in email deliverability. Little Spoon dominates advertising, with Tubby Todd and Doona also performing well. Brands like Mockingbird, Bambi Baby, and Baby Jogger need to improve their overall marketing efforts.
In the month of May, Buybuy BABY once again emerges as the frontrunner, delivering a total of 30 emails. Not far behind, Tubby Todd with 27 emails.
Turning our attention to the realm of advertising, Tubby Todd takes the lead by creating 75 new ads. Additionally, Tubby Todd excels in utilizing ad copies with a total of 29 unique copies. Following closely behind is Burt's Bees Baby with 37 new ads.
Both Tubby Todd and Burt's Bees Baby display a strong inclination towards imagery. Tubby Todd's collection of 39 images, accompanied by 36 videos. Similarly, Burt's Bees Baby used 33 images complemented by only 4 videos.
In April, buybuy topped the chart with the highest number of emails sent, totaling 56 emails, followed by Tubby Todd with 27 emails. In terms of new ads launched, Happiest Baby took the lead with 56 new ads, having the highest number of unique ad copies used in its new ads with 38 ad copies in total. Tubby Todd followed with 29 new ads launched during this period.
Happiest Baby focused on videos in its new ads, with 43 new videos compared to 13 new images. Meanwhile, Tubby Todd used a close number of images and videos in its new ads, with a preference for videos, using 16 new videos compared to 13 new images.
Compared to January 2023, the average number of emails sent by the 15 benchmark baby and kids brands in February, increased during the first three weeks, possibly due to marketing moments such as Valentine's Day. Buybuy BABY sent the most emails with 33, followed by Albee Baby and Tubby Todd, both with 24. Meanwhile, Tubby Todd dominated in terms of new ad launched, with 49, while Buybuy BABY had 28, and Happiest Baby and Little Spoon each had 26. All four brands included more than 10 ad copies in their new launches, except for Buybuy BABY, which featured only six new ad copies.
We'll highlight here some marketing creative assets (ads or emails mostly) used by brands in the
Baby & Kids
The Baby and Kids category includes a variety of brands that cater to the needs of parents and children, from clothing and gear to food and snacks. Drawing the attention of parents seeking reliable and safe products of the highest quality, while also distinguishing themselves in an intensely competitive market, presents unique marketing challenges for these brands. As you examine these brands, you will explore their marketing approaches for catering to the diverse customers’ needs throughout their parenting journey and their child's developmental stages.