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
Sleeping
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 Summary: In the sleep industry, Sutera Sleep takes the lead with the highest email scoring and a significant number of emails sent. Eight Sleep also performs well with a strong email scoring. Casper, although sending a substantial number of emails, needs improvement in email scoring. Brands like Purple and Brooklinen should focus on both quantity and quality in their email marketing efforts.
Email Deliverability Summary: Sleepy Cat excels in email deliverability with the lowest average spam score and an optimized email size. Eight Sleep and Manta Sleep also perform well in email deliverability. Brands like Baloo and Layla Sleep need to improve their email deliverability.
Ads Performance Summary: Casper leads in advertising with the highest number of new ads detected and a variety of unique copies. Purple and Brooklinen also perform well in ads. Brands like Eight Sleep and Bearaby lag behind in ad performance.
Social Ads Diversity Summary: Eight Sleep stands out in social ad diversity with a high proportion of videos. Buffy and Manta Sleep also perform well in this aspect. Many brands need to diversify their social ads with more videos.
In summary, Sutera Sleep leads in email marketing and has good email deliverability. Casper excels in advertising but needs to improve its email marketing quality. Eight Sleep stands out in social ad diversity. Sleepy Cat has the best email deliverability. Brands like Layla Sleep and Baloo need to enhance their email marketing and deliverability to compete effectively in the sleep industry.
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.
