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
October
2023
. We review data over their email marketing and advertising practices. Subscribe to our newsletter to receive exclusive reports.
Email Marketing Summary: Sutera Sleep leads the Sleeping industry in email marketing with a robust strategy. Casper and Eight Sleep follow, but Casper needs improvement in email scoring, while Eight Sleep excels in both email scoring and promotions. Parachute Home, Brooklinen, and Purple maintain good email practices but Brooklinen and Purple should enhance promotions. Bearaby and Buffy show potential but need improvements, especially Buffy in promotions. The Sleep Code, Coop, Manta Sleep, Baloo, Layla Sleep, Oura, and Sleepy Cat lag in various aspects of email marketing.
Email Deliverability Summary: Sutera Sleep achieves top marks in email deliverability with a low spam score and optimal email size. Eight Sleep and Bearaby also perform well but need to address email size. Buffy and Brooklinen face challenges in deliverability due to higher spam scores and email size. Baloo exhibits a fair performance with room for improvement. Layla Sleep, Casper, Purple, and The Sleep Code need strategic enhancements in both spam score and email size. Oura, Coop, Manta Sleep, and Sleepy Cat require significant improvements in multiple aspects for better deliverability.
Ads Performance Summary: Oura dominates the Sleeping industry in ads performance, displaying a high number of new ads and diverse copies. Brooklinen and Sutera Sleep also exhibit strong ad performance, showcasing both velocity and diversity. Buffy, Manta Sleep, Layla Sleep, Bearaby, and Purple demonstrate potential but need improvements, particularly in ad velocity. Casper, Parachute Home, and The Sleep Code lag behind and need to enhance their ads strategies. Coop, Eight Sleep, and Baloo require significant improvements in both ad velocity and diversity for better overall performance.
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.
