Email Marketing Summary: Eight Sleep emerges as the leader in the sleeping industry's email marketing game, striking a balance with a high volume of emails and a solid scoring percentage. Sutera Sleep closely follows with a significant number of emails and a good scoring rate, though they should address a relatively high promotion percentage. Casper and Parachute Home show promise but need to improve their scoring and reduce promotional content. Lagging behind are brands like The Sleep Code and Layla Sleep, needing a boost in both volume and performance.
Email Deliverability Summary: Eight Sleep takes the lead in email deliverability, showcasing an impressive spam score and optimal email size. Sutera Sleep and Baloo also perform well in deliverability, overcoming challenges in email size. However, brands like Layla Sleep, Buffy, and The Sleep Code need significant improvements in their deliverability, addressing issues with spam scores and email sizes.
Ads Performance Summary: Brooklinen dominates the advertising landscape in the sleeping industry, publishing the highest number of ads with a diverse range of unique copies. Casper and Purple also exhibit strong advertising performances. Lagging behind are brands like Sutera Sleep and Sleepy Cat, which need to significantly enhance their advertising presence.
Email Marketing Summary: Sutera Sleep leads the Sleeping industry in email marketing with a robust strategy. Casper and Eight Sleep follow, but Casper needs improvement in email scoring, while Eight Sleep excels in both email scoring and promotions. Parachute Home, Brooklinen, and Purple maintain good email practices but Brooklinen and Purple should enhance promotions. Bearaby and Buffy show potential but need improvements, especially Buffy in promotions. The Sleep Code, Coop, Manta Sleep, Baloo, Layla Sleep, Oura, and Sleepy Cat lag in various aspects of email marketing.
Email Deliverability Summary: Sutera Sleep achieves top marks in email deliverability with a low spam score and optimal email size. Eight Sleep and Bearaby also perform well but need to address email size. Buffy and Brooklinen face challenges in deliverability due to higher spam scores and email size. Baloo exhibits a fair performance with room for improvement. Layla Sleep, Casper, Purple, and The Sleep Code need strategic enhancements in both spam score and email size. Oura, Coop, Manta Sleep, and Sleepy Cat require significant improvements in multiple aspects for better deliverability.
Ads Performance Summary: Oura dominates the Sleeping industry in ads performance, displaying a high number of new ads and diverse copies. Brooklinen and Sutera Sleep also exhibit strong ad performance, showcasing both velocity and diversity. Buffy, Manta Sleep, Layla Sleep, Bearaby, and Purple demonstrate potential but need improvements, particularly in ad velocity. Casper, Parachute Home, and The Sleep Code lag behind and need to enhance their ads strategies. Coop, Eight Sleep, and Baloo require significant improvements in both ad velocity and diversity for better overall performance.
In July, Sutera Sleep and Casper maintained their leadership in emails, sending 30 and 26 emails respectively. Notably, 80% of Casper's emails were promotional.
Shifting to advertising, Casper once again claimed the top spot with 80 new ads created this month. Brooklinen secured the second position with 71 new ads.
As for the media utilized in these ads, Casper favored videos while Brooklinen leaned more towards images in its new ads. Specifically, Casper employed 53 videos alongside 27 images, while Brooklinen used 45 images compared to 26 videos.
Email Marketing Summary: In the sleep industry, Sutera Sleep takes the lead with the highest email scoring and a significant number of emails sent. Eight Sleep also performs well with a strong email scoring. Casper, although sending a substantial number of emails, needs improvement in email scoring. Brands like Purple and Brooklinen should focus on both quantity and quality in their email marketing efforts.
Email Deliverability Summary: Sleepy Cat excels in email deliverability with the lowest average spam score and an optimized email size. Eight Sleep and Manta Sleep also perform well in email deliverability. Brands like Baloo and Layla Sleep need to improve their email deliverability.
Ads Performance Summary: Casper leads in advertising with the highest number of new ads detected and a variety of unique copies. Purple and Brooklinen also perform well in ads. Brands like Eight Sleep and Bearaby lag behind in ad performance.
Social Ads Diversity Summary: Eight Sleep stands out in social ad diversity with a high proportion of videos. Buffy and Manta Sleep also perform well in this aspect. Many brands need to diversify their social ads with more videos.
In summary, Sutera Sleep leads in email marketing and has good email deliverability. Casper excels in advertising but needs to improve its email marketing quality. Eight Sleep stands out in social ad diversity. Sleepy Cat has the best email deliverability. Brands like Layla Sleep and Baloo need to enhance their email marketing and deliverability to compete effectively in the sleep industry.
In the month of June, Sutera Sleep and Casper once again emerged as the leaders in email communications, with Sutera Sleep sending 30 emails. Casper closely following with 26 emails and 96% of them are promotional.
Shifting our attention to advertising, Sutera Sleep took the lead by creating 73 new ads, accompanied by the highest number of ad copies (36) among all the brands in the benchmark. Notably, Brooklinen secured the second position with 70 new ads.
When it comes to ad strategy, Sutera Sleep demonstrated a preference for videos, utilizing 55 videos alongside 18 images. In contrast, Brooklinen opted for a different approach, leaning towards more image-centric ads with 61 images and a smaller number of videos (9).
In April, Sureta Sleep maintained its lead with a total of 29 emails sent. Parachute Home and Casper both followed closely with 24 emails each.
Manta Sleep took the lead in advertising with 42 new ads, followed closely by Oura with 39 new ads.
In terms of ad strategy, Manta Sleep preferred using images, with 31 images compared to only 11 videos. On the other hand, Oura adopted a balanced approach with 20 images and 19 videos.
In May, Sureta Sleep maintained its lead in emails, sending 30 emails, closely followed by Casper and Eight Sleep, both with 24 emails. Brooklinen emerged as the frontrunner in ads, creating 101 new ads, while Manta Sleep followed closely with 88 new ads. Brooklinen emphasized images in their ad strategy, utilizing 81 images and 20 videos, whereas Eight Sleep focused solely on videos, employing 68 videos.
Sureta Sleep was the top email sender during March, followed by Casper with 24 emails and Purple with 23.
In terms of new ads, Oura was the leader with 97 new ads created, followed by Brooklinen with 49. Both companies preferred to use images in their ads, with 79% and 62% respectively. On the other hand, Casper and Eight Sleep were more oriented towards videos in their ads, with 100% and 93% respectively.
We'll highlight here some marketing creative assets (ads or emails mostly) used by brands in the
The sleep industry offers a variety of products to help people achieve a good night's rest. As a competitive industry, thse brands encounter distinct marketing obstacles as they strive to provide advanced and comfortable sleeping solutions. Let's discover these brands and analyze how they market their unique offers to help people improve their sleep quality.