Kitchen - February - 2024


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.

Kitchen

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

July

2024

. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.

Table of content

Highlights & Summary

Email Marketing Performance: Our Place leads with 33 emails, focusing on promotions. Coolina follows with 29, heavily discounting. Sur La Table is next with 27 emails, emphasizing promotions. Made In, Nutr, and Anyday send 15, 14, and 13 emails, respectively. Material Kitchen and Caraway each send 12 emails. Hedley & Bennett and KitchenAid are active with 11 and 10 emails. Almond Cow, Fable, MEATER, Gozney, and Traeger Grills have lower engagement, with fewer than 9 emails each. Our Place and Coolina lead in promotions, while others lag.

Email Deliverability and Spam Scores: Coolina and Gozney excel with spam scores near -2.5, showing good deliverability. Made In and MEATER also perform well with scores around -2.0. Our Place and Caraway have lower scores around -1.5, indicating room for improvement. Material Kitchen and Anyday struggle with scores close to 0, risking higher spam. Hedley & Bennett and Fable are fair but need better scores to enhance delivery. Coolina and Made In's high scores reflect their strong email campaigns. Material Kitchen and Anyday must address spam risks for better performance.

Advertising Impact and Diversity: Our Place leads in ads with 105, showing a robust ad strategy. Hedley & Bennett and MEATER follow with 58 and 57 ads, respectively. Coolina, Sur La Table, and Gozney also perform well, with ads ranging from 50 to 56. Caraway and Anyday are active but less aggressive, with 48 and 44 ads. Fable and KitchenAid lag with 43 and 26 ads, respectively. Traeger Grills, Material Kitchen, and Nutr remain almost inactive. Our Place and Hedley & Bennett excel in ad diversity, enhancing visibility. Traeger Grills, Material Kitchen, and Nutr miss significant opportunities for market presence.

Emails sent on average

14.1

Ads published on average

18

Average Spam Score

1.5

Email Marketing Benchmark Breakdown

Email Marketing Performances

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.)

Brand # Emails Sent Performance Email Scoring Performance
Average 14.13 56.17%
Our Place
31

✅ Good

42.06%

❌ Poor

Made In
19

✅ Good

56.68%

⚠️ Fair

Anyday
7

❌ Poor

50.86%

⚠️ Fair

Caraway
11

❌ Poor

46.36%

❌ Poor

KitchenAid
19

✅ Good

50.74%

⚠️ Fair

Hedley & Bennett
14

⚠️ Fair

54.14%

⚠️ Fair

Gozney
4

❌ Poor

51.5%

⚠️ Fair

Coolina USA
57

✅ Good

68.53%

✅ Good

Fable
4

❌ Poor

64.25%

✅ Good

Traeger Grills
0

❌ Poor

0%

❌ Poor

Sur La Table
0

❌ Poor

0%

❌ Poor

MEATER
1

❌ Poor

75.0%

✅ Good

Almond Cow
4

❌ Poor

44.0%

❌ Poor

Material Kitchen
13

⚠️ Fair

64.31%

✅ Good

Nutr
28

✅ Good

52.96%

⚠️ Fair

Email Deliverability Performances

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.

Brand Average Spam Score Performance Email Size Performance
Average -1.47 2,614.92 kb
Our Place
🟧 0.02

❌ Poor

3,491.51 kb

❌ Poor

Made In
✅ -1.71

✅ Good

1,532.21 kb

✅ Good

Anyday
✅ -1.4

⚠️ Fair

2,485.43 kb

⚠️ Fair

Caraway
✅ -2.05

✅ Good

6,816.62 kb

❌ Poor

KitchenAid
✅ -3.12

✅ Good

4,458.81 kb

❌ Poor

Hedley & Bennett
🟧 0.66

❌ Poor

2,507.54 kb

⚠️ Fair

Gozney
✅ -3.1

✅ Good

4,711.63 kb

❌ Poor

Coolina USA
✅ -2.0

✅ Good

1,712.38 kb

✅ Good

Fable
✅ -3.15

✅ Good

2,153.35 kb

✅ Good

Traeger Grills
- -
Sur La Table
- -
MEATER
✅ -0.1

❌ Poor

33.46 kb

✅ Good

Almond Cow
✅ -1.03

❌ Poor

3,255.3 kb

❌ Poor

Material Kitchen
✅ -1.05

❌ Poor

1,262.7 kb

✅ Good

Nutr
✅ -1.4

⚠️ Fair

1,795.57 kb

✅ Good

Email sent over time

Advertising performances and activity

Ad Velocity

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.

Brand New Ads Detected Performance Unique Copy Performance
Average 18.4 9.67
Our Place
10

✅ Good

-
Made In
59

❌ Poor

17

❌ Poor

Anyday
21

❌ Poor

9

⚠️ Fair

Caraway
30

❌ Poor

22

❌ Poor

KitchenAid
18

⚠️ Fair

5

✅ Good

Hedley & Bennett
30

❌ Poor

2

✅ Good

Gozney
3

✅ Good

3

✅ Good

Coolina USA
0

✅ Good

-
Fable
11

✅ Good

4

✅ Good

Traeger Grills
15

✅ Good

4

✅ Good

Sur La Table
30

❌ Poor

14

❌ Poor

MEATER
23

❌ Poor

2

✅ Good

Almond Cow
21

❌ Poor

21

❌ Poor

Material Kitchen
5

✅ Good

3

✅ Good

Nutr
0

✅ Good

-

Ad Diversity (Images vs. Videos ratio)

In this table, we benchmark the brands diversity of assets when it comes to Social Ads - especially the images vs. videos ratio.

Brand New Images Performance New Videos Performance Video Proportion
Average 131 145 52.54%
Our Place
0

✅ Good

10

✅ Good

100.0%
Made In
12

✅ Good

47

✅ Good

79.66%
Anyday
17

✅ Good

4

✅ Good

19.05%
Caraway
18

✅ Good

12

✅ Good

40.0%
KitchenAid
15

✅ Good

3

✅ Good

16.67%
Hedley & Bennett
10

✅ Good

20

✅ Good

66.67%
Gozney
3

✅ Good

0

✅ Good

0.0%
Coolina USA
0

✅ Good

0

✅ Good

-
Fable
6

✅ Good

5

✅ Good

45.45%
Traeger Grills
11

✅ Good

4

✅ Good

26.67%
Sur La Table
15

✅ Good

15

✅ Good

50.0%
MEATER
13

✅ Good

10

✅ Good

43.48%
Almond Cow
9

✅ Good

12

✅ Good

57.14%
Material Kitchen
2

✅ Good

3

✅ Good

60.0%
Nutr
0

✅ Good

0

✅ Good

-

Ads detected over time

Browse previous benchmarks

Kitchen - February - 2024

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Kitchen - January - 2024

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Kitchen - December - 2023

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Kitchen - November - 2023

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Kitchen - October - 2023

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Kitchen - September - 2023

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Some of the assets (emails, ads) used in this benchmark to measure performance

No items found.

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