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.”

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