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
February
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Overview: Sutera Sleep leads the email marketing segment with 30 well-crafted emails, maintaining good performance (62.1%) despite a high promotion rate (63%). Brooklinen and Eight Sleep closely follow, demonstrating commendable performance and diverse email content. Casper and Purple also exhibit strong email marketing strategies but need improvements in promotions to optimize their impact. Parachute Home, Bearaby, and Coop showcase potential but require enhancements in both performance and promotion strategies. Buffy, The Sleep Code, Manta Sleep, Oura, Baloo, Layla Sleep, and Sleepy Cat are lagging behind, needing significant adjustments to improve their email marketing effectiveness and competitiveness.
Email Deliverability Insights: Eight Sleep stands out in email deliverability with a positive spam score (-3.3) and efficient email size management. Manta Sleep, Bearaby, and The Sleep Code demonstrate good deliverability with positive spam scores but need improvements in email size management. Casper, Sutera Sleep, and Purple exhibit promising deliverability with positive spam scores but require adjustments in email size. Buffy, Brooklinen, Parachute Home, and Coop face challenges in both spam scores and email size, necessitating strategic adjustments to optimize email deliverability.
Ads Performance: Manta Sleep leads in advertising with 124 impactful ads, showcasing both volume and diversity in ad content. Brooklinen closely follows with 106 impactful ads, emphasizing volume and a variety of unique copy. Purple, Buffy, Oura, and Eight Sleep exhibit a commendable mix of volume and unique copy in advertising. Bearaby, Baloo, The Sleep Code, Casper, Coop, Sleepy Cat, Layla Sleep, and Parachute Home need strategic adjustments in both volume and diversity to optimize their advertising impact and competitiveness 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.
