Magic Madhouse Case Study

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Magic Madhouse: Strengthening Agency Partnerships for a High-Performance Email Strategy

The Client

Magic Madhouse is the ultimate destination for trading card and tabletop gaming enthusiasts, offering a vast selection of products to cater to every kind of player. As a leader in the space, they needed an email marketing strategy that matched the excitement and engagement of their community—one that could drive conversions while fostering long-term customer relationships.

The Challenge

Before partnering with us, Magic Madhouse had been working with an external agency to manage their Klaviyo setup. However, as time went on, the relationship deteriorated, and performance issues started to surface. The key challenges included:

  • Underperforming Flows: Important flow automations like Abandoned Cart, Post-Purchase, and Browse Abandonment were either missing, outdated, or ineffective.

  • Campaign Strategy Lacking Direction: Weekly email sends weren’t optimised for engagement, segmentation was inconsistent, and content lacked structure.

  • Missed Opportunities for Testing & Optimisation: A/B testing wasn’t being utilised effectively, limiting the ability to refine and improve strategies over time.

  • Lack of Expert CRM Support: The Magic Madhouse team had a strong knowledge of their audience but needed a strategic and technical partner to execute their vision.

Magic Madhouse needed more than just another agency—they needed a proactive partner who could step in, take ownership, and ensure their email marketing was delivering results.

The Solution

1. Rebuilding & Optimising Key Flows

  • Audit-Driven Flow Fixes & Optimisation: We prioritised optimising underperforming automations, including:

    • A newly structured Welcome Series to make a strong first impression.

    • Abandoned Cart Flow segmented by high vs. low-value checkouts to maximise recovery rates.

    • Post-Purchase Flows reworked to drive repeat purchases and customer loyalty.

    • Sunset Flow introduced to manage disengaged subscribers and improve deliverability.

    • Back in Stock Flow implemented to capture demand for popular products.

2. Taking Full Ownership of Campaigns

  • Campaign Strategy & Execution: We built and executed a structured content calendar, ensuring a balanced mix of product launches, promotions, and engaging content, and plans for AB testing.

  • Optimised Email Templates: Refreshed designs enhanced visual appeal and mobile responsiveness to drive higher engagement.

3. A True Agency Partnership

  • Becoming an Extension of the Team: We worked closely with Magic Madhouse, ensuring that every campaign aligned with their business goals and brand identity.

  • Seamless Reporting & KPI Tracking: Regular reporting provided clear insights into open rates, click rates, placed orders, revenue trends and A/B testing —allowing us to continuously refine our approach.

  • Expanding SMS Strategy: Implementing SMS as an additional channel helped reach customers more effectively and drive further conversions.

The Results

Since taking over Magic Madhouse’s email marketing, we’ve seen significant improvements:

  • Click rates for campaigns increased by 26.6% for Emails while SMS clicks increased by 35.56%. 

  • Click rates for flows, increased by 41.33% for Emails and 59.82% for SMS. 

  • Open rates increased from 45.20% to 52.25% on campaigns, seeing a 15.58% growth. 

  • Revenue from email campaigns grew by 594.53%. 

  • Revenue from flows grew by 25.76%, seeing a £66,022.94 increase from October 2024 (before engagement with Get Better). 

Our take

Working with Magic Madhouse has been a game changer—not just in terms of results but also in how we’ve built a genuine partnership. By stepping in and taking ownership of their email marketing, we’ve removed the friction caused by their previous agency and provided a clear, structured approach that aligns with their business goals. The ability to work closely with their internal team has allowed us to iterate quickly, refine strategies, and create a high-performing email marketing ecosystem.

What Magic Madhouse said

“Working with Get Better has been a breath of fresh air. They have really listened to our needs and come up with creative strategies and methods in order to fulfil those outcomes. The initial audit was a game changer for us as they were able to immediately identify quick wins in the account, thus we were able to see results within weeks. Their staff are polite, helpful and put in the extra mile to understand our unique aims.” - Eleni Duke, Head of Marketing at Magic Madhouse

What's next?

The foundation is set, but we’re only just getting started. With new product launches, deeper segmentation strategies, and ongoing optimisations in the pipeline, we’re excited to continue scaling Magic Madhouse’s email marketing efforts.

Looking for an agency that feels like part of your team?

We’re here to help you transform your CRM strategy, ready to act as an extension of your team. Contact us today to start your partnership with Get Better.

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