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
Kitchen
industry, for the month of
January
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Overview: Our Place leads in email marketing, sending 29 effective emails with good performance (53.79%) but needs improvement in promotions (6%). Coolina closely follows with 27 impactful emails, showcasing exceptional performance (67.96%) and promotions (0%). Sur La Table, despite a high email volume, struggles with performance (39.92%) and promotions (96%). Traeger Grills and Made In deliver solid performances but lag in promotions. MEATER, Caraway, and Fable show potential but need to improve in both performance and promotions. Brands like Anyday, Material Kitchen, and Nutr require significant enhancements in both aspects to compete effectively.
Email Deliverability Insights: Our Place excels in email deliverability with a commendable spam score (-3.12) but faces challenges in email size. Made In and Coolina demonstrate good deliverability with positive spam scores and reasonable email sizes. Traeger Grills, Sur La Table, and MEATER showcase solid deliverability with positive spam scores. Caraway and Gozney need strategic adjustments to enhance deliverability despite good spam scores. Fable, Anyday, and Hedley & Bennett exhibit a mix of deliverability challenges and positive spam scores, requiring strategic adjustments. Brands like KitchenAid, Almond Cow, and Material Kitchen face challenges in both deliverability and spam scores, requiring substantial improvements.
Ads Performance: Coolina dominates advertising with 99 impactful ads, showcasing both volume and diversity. Our Place follows closely with 75 ads, emphasizing volume and a variety of copy. Sur La Table maintains a good balance with 70 impactful ads and a variety of copy. MEATER and Caraway exhibit a commendable mix of volume and unique copy. Gozney, Hedley & Bennett, and Fable need strategic adjustments in both volume and diversity to optimize their advertising impact. Traeger Grills, Almond Cow, Made In, Material Kitchen, Anyday, and KitchenAid require a substantial push to compete effectively in the Kitchen market.
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.
