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
July
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Performance: Brooklinen and Casper lead with 28 and 26 emails, focusing on extensive promotional activities. Parachute Home and Purple follow with 20 and 19 emails, maintaining strong engagement. Bed Bath N' Table, Bedfolk, and Bearaby are active but send fewer emails, ranging from 13 to 15. Coop, Buffy, and Ettitude fall short, with just 11 and 9 emails each. Zinus is notably weak with only 3 emails. Allswell, having no email activity, misses key engagement opportunities, lagging far behind competitors.
Email Deliverability and Spam Scores: Bed Bath N' Table and Zinus excel with excellent spam scores of -3.11 and -3.03, ensuring high deliverability. Buffy, Cozy Earth, and Ettitude also perform well. However, Brooklinen and Parachute Home, despite good email sizes, need improvement with spam scores closer to -2. Bearaby and Casper show mixed results, indicating room for enhancement. Bedfolk and Purple, with scores around -2, need significant improvements in spam management. Allswell's absence of data signals a critical gap in email marketing efforts.
Advertising Impact and Diversity: Brooklinen and Bed Threads dominate advertising with 105 and 101 ads, showcasing robust strategies. Cozy Earth and Purple also stand out with 78 and 51 ads, respectively. Coop and Zinus are active, with around 50 ads each, indicating solid efforts. Bed Bath N' Table is moderate with 42 ads. Baloo, Buffy, and Bedfolk underperform with fewer than 35 ads each. Bearaby and Ettitude fall short with less than 20 ads. Casper and Parachute Home, with minimal to no ads, miss crucial exposure opportunities, significantly trailing behind the leaders in marketing efforts.
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.
