LE: RW MCP Promo Analysis
Data through July 5
Promotional Outlier: Worsening
Send volumes up sharply. Total promotional volume for the month is 220.6M vs 150.7M last year, +46%, even though the campaign count is basically flat (154 vs 162, actually down slightly). That means each individual blast is reaching a lot more inboxes — the top sends this year hit ~4.0–4.2M in projected volume versus ~2.7–2.8M for last year’s top sends, roughly 45-50% bigger.
Clearance-flagged emails are up 54% (20 vs 13), and the messaging pattern shifted: last year clearance pushes clustered around two windows (early-mid June, then a July 4th flurry), with real gaps between. This year “Extra 70% off clearance” runs as a near-constant drumbeat from 6/10 through 7/5, barely a week without a repeat send.
Standout campaigns: the recurring “Extra 70% off clearance” series is the dominant theme this year, appearing in some form on 11 different days
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