Luggage & Travel Gear - June - 2023

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.

Luggage & Travel Gear

This report is free to read and takes into consideration between 15 and 20 brands we compare month after month in the

Luggage & Travel Gear

industry, for the month of

July

2023

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

Highlights & Summary

During the month of June, Paravel and Beis Travel established their dominance in email communications, with Paravel sending 16 emails and Beis Travel following with 14 emails.

Shifting our focus to advertising efforts, Horizn Studios was the leader, creating a remarkable 130 new ads. The brand Away secured the second position with 110 new ads.

Turning our attention to the ad strategy, Horizn Studios and Away employed contrasting approaches. Horizn Studios showcased a preference for videos, utilizing 107 videos alongside 21 images to captivate their audience. In contrast, Away prioritized images, incorporating 65 images and 45 videos in their advertising campaigns.

Emails sent on average8.7

Ads published on average58

Average Spam Score2.4

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	8.73		56.81%
Baboon To The Moon	13	✅ Good	57.08%	⚠️ Fair
Paravel	16	✅ Good	59.5%	⚠️ Fair
RIMOWA - English	2	❌ Poor	55.0%	⚠️ Fair
Arlo Skye	6	❌ Poor	48.0%	❌ Poor
ROAM	10	✅ Good	57.8%	⚠️ Fair
Briggs & Riley	8	⚠️ Fair	51.38%	⚠️ Fair
Beis Travel	14	✅ Good	60.36%	⚠️ Fair
Roofnest	4	❌ Poor	80.0%	✅ Good
Solgaard	12	✅ Good	52.92%	⚠️ Fair
Herschel Supply Co. - US	11	✅ Good	53.18%	⚠️ Fair
Delsey - EN	2	❌ Poor	41.5%	❌ Poor
July	1	❌ Poor	32.0%	❌ Poor
Away	11	✅ Good	62.91%	✅ Good
Monos	9	⚠️ Fair	60.33%	⚠️ Fair
Horizn Studios	12	✅ Good	52.17%	⚠️ 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	-2.36		3,104.19 kb
Baboon To The Moon	✅ -1.41	❌ Poor	1,226.96 kb	✅ Good
Paravel	✅ -2.43	⚠️ Fair	3,548.7 kb	❌ Poor
RIMOWA - English	✅ -2.6	✅ Good	2,438.32 kb	✅ Good
Arlo Skye	✅ -1.78	❌ Poor	7,437.95 kb	❌ Poor
ROAM	✅ -1.1	❌ Poor	1,494.49 kb	✅ Good
Briggs & Riley	✅ -1.88	❌ Poor	3,636.76 kb	❌ Poor
Beis Travel	✅ -1.36	❌ Poor	1,906.34 kb	✅ Good
Roofnest	✅ -3.85	✅ Good	384.32 kb	✅ Good
Solgaard	✅ -2.52	⚠️ Fair	3,007.8 kb	⚠️ Fair
Herschel Supply Co. - US	✅ -2.03	❌ Poor	4,592.2 kb	❌ Poor
Delsey - EN	⚠️ 4.9	❌ Poor	993.99 kb	✅ Good
July	🟧 2.5	❌ Poor	1,113.55 kb	✅ Good
Away	✅ -6.75	✅ Good	4,723.74 kb	❌ Poor
Monos	✅ -2.99	✅ Good	2,861.81 kb	⚠️ Fair
Horizn Studios	✅ -3.09	✅ Good	3,726.96 kb	❌ Poor

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	58.4		22.73
Baboon To The Moon	1	✅ Good	1	✅ Good
Paravel	24	✅ Good	6	✅ Good
RIMOWA - English	103	❌ Poor	13	✅ Good
Arlo Skye	11	✅ Good	4	✅ Good
ROAM	25	✅ Good	4	✅ Good
Briggs & Riley	59	⚠️ Fair	13	✅ Good
Beis Travel	59	⚠️ Fair	33	❌ Poor
Roofnest	0	✅ Good	-
Solgaard	16	✅ Good	2	✅ Good
Herschel Supply Co. - US	72	❌ Poor	6	✅ Good
Delsey - EN	105	❌ Poor	30	❌ Poor
July	69	❌ Poor	5	✅ Good
Away	110	❌ Poor	10	✅ Good
Monos	92	❌ Poor	46	❌ Poor
Horizn Studios	130	❌ Poor	14	✅ 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	490		374		42.69%
Baboon To The Moon	0	✅ Good	1	✅ Good	100.0%
Paravel	19	✅ Good	5	✅ Good	20.83%
RIMOWA - English	84	✅ Good	19	✅ Good	18.45%
Arlo Skye	5	✅ Good	6	✅ Good	54.55%
ROAM	10	✅ Good	13	✅ Good	52.0%
Briggs & Riley	38	✅ Good	21	✅ Good	35.59%
Beis Travel	24	✅ Good	32	✅ Good	54.24%
Roofnest	0	✅ Good	0	✅ Good	-
Solgaard	0	✅ Good	16	✅ Good	100.0%
Herschel Supply Co. - US	39	✅ Good	33	✅ Good	45.83%
Delsey - EN	82	✅ Good	23	✅ Good	21.9%
July	69	✅ Good	0	✅ Good	0.0%
Away	65	✅ Good	45	✅ Good	40.91%
Monos	34	✅ Good	53	✅ Good	57.61%
Horizn Studios	21	✅ Good	107	✅ Good	82.31%

Luggage & Travel Gear - June - 2023