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.
This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the
Beds & bedding
industry, for the month of
September
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance:
In August 2023, the average number of emails sent by the brands in the Beds & Bedding industry increased significantly by 15.43% compared to the previous month. Among the leaders in email marketing, Allswell stands out with 26 emails sent, achieving a good performance with a 76.12% score in email quality. Coop also exhibited strong performance, sending 14 emails with a 66.0% email quality score. However, brands like Casper and Purple, although sending more emails (27 and 18, respectively), have lower email quality scores, with Casper at 49.41% and Purple at 35.89%. Baloo, Zinus, and Ettitude lagged behind with both fewer emails sent and poor email quality scores.
Email Deliverability Performance:
Regarding email deliverability, the industry showed an improvement as the average spam score decreased by 20.33%, indicating better optimization for email delivery. Brands like Allswell and Bed Bath N' Table excelled with spam scores of -2.37 and -3.0, respectively, signifying good email deliverability. In contrast, brands like Baloo, Zinus, and Casper struggled with spam scores indicating poor email deliverability. Baloo, in particular, had a spam score that increased (0.51), which is a concerning sign.
Ad Campaign Performance:
The Beds & Bedding industry saw a substantial increase in advertising activity, with an average of 45.07 ads published per brand, representing a 29.77% increase from the previous month. Bed Bath N' Table and Casper were leaders in this category, with 76 and 93 new ads published, respectively, demonstrating good performance. However, brands like Bedfolk and Baloo struggled with poor performance in advertising, with only 4 and 3 new ads published, respectively. In terms of unique ad copies, Bed Bath N' Table dominated with 70 unique copies, while Bedfolk had only 3 unique copies.
In terms of social ad diversity, most brands focused more on images than videos, with an average video proportion of 40.68%. Casper had a notably high video proportion at 60.22%, while Bed Bath N' Table had the lowest at 6.58%. Brands like Bearaby and Baloo had the highest video proportions but lagged in overall ad performance.
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.)
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.
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.
In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.
