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
December
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Overview: During November, the Sleep industry has witnessed a notable rise in email activity, with an average of 21.73 emails sent per brand. Brooklinen emerges as the leader, excelling with 42 well-targeted emails and good email scoring. Sutera Sleep and Eight Sleep follow closely, displaying strong email performance and scoring. In contrast, brands like Manta Sleep and Buffy face challenges in email engagement and scoring.
Email Deliverability Insights: Examining deliverability, Brooklinen maintains a remarkable balance with a decreased spam score and optimal email size. Eight Sleep also performs well, showcasing good practices in spam score and email size. However, Buffy faces challenges with significant email size, impacting its overall performance. Brands like Bearaby and Manta Sleep demonstrate a need for improvement, especially in spam score and email size optimization.
Ads Performance: Advertising metrics reveal a vibrant industry, with an average of 57.8 ads published per brand. Brooklinen leads with a substantial volume of 135 ads, featuring diverse content. Purple and Manta Sleep also showcase robust advertising strategies. In contrast, brands like The Sleep Code and Casper lag behind, indicating a potential need for strategic shifts.
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.
