Pet Food - October - 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.

Pet Food

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

Pet Food

industry, for the month of

October

2023

. 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 Summary: Made by Nacho and Smalls lead the pet food industry in email marketing. Made by Nacho consistently sends well-performing emails with a good score and promotions. Smalls, while sending fewer emails, maintains a strong performance with high scoring and promotions. Ziggy, A Pup Above, and Jinx display potential but need to improve scoring and promotions. Brands like Butternut Box, Cat Person, and Dandy face challenges with poor scoring and promotions and should focus on enhancement. PetPlate needs improvement in scoring despite decent promotions, while Just Food For Dogs, Nom Nom, Sundays, and Maev have room for progress in both quantity and quality of emails.

Email Deliverability Summary: Ziggy excels in email deliverability, combining a good spam score with optimal email size. Jinx and Made by Nacho also show promising deliverability, focusing on good spam scores and appropriate email sizes. Native Pet, Kabo, and PetPlate need improvements in both spam scores and email sizes. Butternut Box, Just Food For Dogs, A Pup Above, Smalls, and Maev face challenges and should enhance both spam scores and email sizes for better deliverability.

Ads Performance Summary: Cat Person leads in ads performance, demonstrating high velocity and a diverse range of unique copies. Just Food For Dogs, Nom Nom, and Sundays also maintain commendable ad strategies. Ziggy and Jinx show potential but need improvements. Smalls, Maev, A Pup Above, Made by Nacho, Kabo, PetPlate, Dandy, Native Pet, Butternut Box, and Sundas face challenges and need to enhance their ads strategies for better overall performance.

Emails sent on average

3.7

Ads published on average

24

Average Spam Score

0.9

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 3.73 56.34%
Ziggy
7

✅ Good

49.29%

❌ Poor

Jinx
3

❌ Poor

53.33%

⚠️ Fair

Smalls
7

✅ Good

64.14%

✅ Good

Maev
2

❌ Poor

58.0%

⚠️ Fair

Nom Nom
0

❌ Poor

0%

❌ Poor

Dandy
0

❌ Poor

0%

❌ Poor

Kabo
2

❌ Poor

52.0%

⚠️ Fair

Native Pet
13

✅ Good

51.23%

⚠️ Fair

PetPlate
1

❌ Poor

73.0%

✅ Good

Cat Person
1

❌ Poor

48.0%

❌ Poor

Sundays
0

❌ Poor

0%

❌ Poor

Butternut Box
3

❌ Poor

48.33%

❌ Poor

Just Food For Dogs
0

❌ Poor

0%

❌ Poor

A Pup Above
5

✅ Good

53.4%

⚠️ Fair

Made by Nacho
12

✅ Good

65.17%

✅ Good

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 -0.92 2,765.83 kb
Ziggy
✅ -1.06

✅ Good

1,750.06 kb

✅ Good

Jinx
🟧 0.13

❌ Poor

3,981.95 kb

❌ Poor

Smalls
- 279.84 kb

✅ Good

Maev
✅ 0.0

❌ Poor

3,127.29 kb

❌ Poor

Nom Nom
- -
Dandy
- -
Kabo
✅ -0.5

❌ Poor

1,012.43 kb

✅ Good

Native Pet
🟧 0.37

❌ Poor

5,320.12 kb

❌ Poor

PetPlate
✅ -5.0

✅ Good

980.68 kb

✅ Good

Cat Person
- 5,249.92 kb

❌ Poor

Sundays
- -
Butternut Box
- 4,281.7 kb

❌ Poor

Just Food For Dogs
- -
A Pup Above
✅ -0.8

❌ Poor

1,249.88 kb

✅ Good

Made by Nacho
✅ -2.43

✅ Good

2,163.77 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 23.73 7.6
Ziggy
24

⚠️ Fair

14

❌ Poor

Jinx
29

❌ Poor

8

⚠️ Fair

Smalls
0

✅ Good

-
Maev
12

✅ Good

2

✅ Good

Nom Nom
42

❌ Poor

1

✅ Good

Dandy
0

✅ Good

-
Kabo
1

✅ Good

1

✅ Good

Native Pet
23

⚠️ Fair

6

✅ Good

PetPlate
0

✅ Good

-
Cat Person
109

❌ Poor

3

✅ Good

Sundays
32

❌ Poor

1

✅ Good

Butternut Box
33

❌ Poor

23

❌ Poor

Just Food For Dogs
44

❌ Poor

3

✅ Good

A Pup Above
5

✅ Good

3

✅ Good

Made by Nacho
2

✅ Good

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 111 235 66.01%
Ziggy
8

✅ Good

14

✅ Good

58.33%
Jinx
7

✅ Good

17

✅ Good

58.62%
Smalls
0

✅ Good

0

✅ Good

-
Maev
11

✅ Good

1

✅ Good

8.33%
Nom Nom
9

✅ Good

33

✅ Good

78.57%
Dandy
0

✅ Good

0

✅ Good

-
Kabo
0

✅ Good

1

✅ Good

100.0%
Native Pet
6

✅ Good

17

✅ Good

73.91%
PetPlate
0

✅ Good

0

✅ Good

-
Cat Person
30

✅ Good

79

✅ Good

72.48%
Sundays
3

✅ Good

29

✅ Good

90.63%
Butternut Box
1

✅ Good

32

✅ Good

96.97%
Just Food For Dogs
31

✅ Good

10

✅ Good

22.73%
A Pup Above
3

✅ Good

2

✅ Good

40.0%
Made by Nacho
2

✅ Good

0

✅ Good

0.0%

Ads detected over time

Browse previous benchmarks

Pet Food - March - 2024

READ MORE

Pet Food - February - 2024

READ MORE

Pet Food - January - 2024

READ MORE

Pet Food - December - 2023

READ MORE

Pet Food - November - 2023

READ MORE

Pet Food - October - 2023

READ MORE

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

No items found.

Related brands