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
July
2024
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Insights: Brooklinen and Sutera Sleep lead email marketing with 28 and 27 emails, respectively, followed by Casper at 26 and Eight Sleep at 25. Brooklinen focuses heavily on promotions with 92% of their emails being offers. Eight Sleep stands out with high email engagement, offering frequent discounts. Purple sent 19 emails, but all were promotional. Brands like Manta Sleep, Coop, and Buffy are mid-tier, with 11-12 emails. Lagging brands like Baloo and The Sleep Code need to increase email frequency and promotional content to improve engagement.
Deliverability and Spam Scores: Eight Sleep and Buffy excel in spam scores at -2.7 and -2.85, showing effective deliverability. Bearaby and Casper also perform well with scores of -2.79 and -2.6. Manta Sleep and Parachute Home are fair at -2.3 and -2.11. Purple, Baloo, and The Sleep Code struggle with higher spam scores, indicating a need for better deliverability strategies. Brooklinen and Coop also need improvement. Top performers like Eight Sleep and Buffy should maintain their strategies, while brands like Purple and Baloo must address deliverability issues to avoid the spam folder.
Advertising Strategies and Performance: Manta Sleep and Brooklinen dominate advertising with 131 and 105 ads, respectively. Eight Sleep and Purple follow with 63 and 51 ads. Coop and Layla Sleep also perform well, with 50 and 38 ads. Brands like Baloo, Buffy, and Oura have fewer ads, indicating less market presence. Casper and Parachute Home show minimal activity with 1 and 0 ads, respectively. In social ads, Eight Sleep excels with 28 new images and 35 videos, while Brooklinen also performs well with 83 images and 22 videos. Brands with low ad volumes need to increase their efforts to stay competitive.
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.
