Magicalia improves 1-to-1 marketing capabilities

Cross-media publisher and platform provider Magicalia has improved its personalised communications with a move to an outsourced email marketing solution.

With 75 consumer websites and three magazines covering parenting to extreme sports, the switch from a bespoke system to StrongMail has driven up email deliverability by 20 per cent and volume by 33 per cent.

Using its previous customer-built email marketing system, Magicalia was only getting an 80 per cent delivery rate. Execution of email campaigns was also constrained to 200,000 messages every five hours. Send time on even the largest volume campaigns has been reduced to 45 minutes, with deliverability hitting 95 per cent.

Chris Corderoy, CTO at Magicalia, said: “With so many unique users on our websites, maintaining an individual relationship through email, which is a key communications channel, was a real challenge. We needed a solution that would reduce delivery time, improve deliverability and, crucially, integrate easily with our in-house commerce and community platforms.”

StrongMail is providing the publisher with live updates of ISP filtering protocols, enabling the company to handle anti-spam delivery parameters, bounce filter definitions and domain throttle configurations. Better personalisation and one-to-one marketing will also be a benefit of the switch.

Paul Bates, managing director of StrongMail UK, said: “Publishers like Magicalia are having to move more and more of their business online to remain ahead of the competition and they need business tools that can evolve with them. StrongMail integrates tightly with customer databases allowing businesses to segment customer data by spend, activity and usage. This means that, while they may be sending millions of emails each month, each email can be closely tailored to the specific needs and behavioural profile of each recipient, ensuring a truly personal experience.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here