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
Furniture
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 Furniture industry witnessed a slight decrease in the average number of emails sent per brand, falling by -0.99% to an average of 13.0 emails. Room & Board emerged as a leader in email marketing with 21 emails sent and a high email quality score of 69.62%. Ashley HomeStore also performed well, sending 27 emails with a good email quality score of 64.41%. Moon Pod, despite sending 15 emails, struggled with email quality, scoring 61.2%. Brands like American Furniture Warehouse and Badcock Home Furniture &more lagged behind in email quantity but had good email quality scores.
Email Deliverability Performance:
Email deliverability improved in the industry, with the average spam score decreasing from -3.01 to -2.61, indicating better email optimization for delivery. Room & Board demonstrated excellent email deliverability with a spam score of -7.86 and small email sizes. Conversely, Lekker Home faced challenges with a high spam score of -2.5 and extremely large email sizes. Brands like Ashley HomeStore and American Furniture Warehouse had good email deliverability scores.
Ad Campaign Performance:
On average, brands in the Furniture industry increased their advertising efforts, with the average number of ads published per brand rising by 13.82% to 38.47 ads. Ashley HomeStore led in advertising, with 117 new ads and a variety of 57 unique copies. Burrow and American Furniture Warehouse also performed well in advertising, with 69 and 48 new ads, respectively. Moon Pod and Lekker Home had poor ad performance, with limited ads published and no unique ad copies.
In terms of social ad diversity, the industry favored images over videos, with an average video proportion of 36.4%. Transformer Table excelled in social ad diversity, with 83.72% of its ads being videos. Room & Board demonstrated a good balance between images and videos. Brands like Moon Pod and Lekker Home struggled with social ad diversity, lacking video content.
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.
