Understanding the Challenge

Blake Mill is a heritage British fashion brand with a reputation for quality craftsmanship. But heritage alone doesn’t drive online sales. Their digital marketing was fragmented across every channel: paid ads lacked audience segmentation and structured testing, email was limited to occasional batch sends with no automation or lifecycle strategy, and organic search visibility was declining due to unresolved technical issues. The website itself had acritical conversion problem – the prior 24-month baseline conversion rate was just 1.14%, meaning the majority of paid traffic was leaving without purchasing. When a pre-pack administration in January 2025 forced a 60% reduction in marketing spend and a 75% cut to advertising budgets, Blake Mill needed a partner who could deliver maximum commercial returns fromsignificantly reduced resources.

Our Approach

Teylu embedded as Blake Mill’s marketing department from September 2024, building an integrated growth strategy across five workstreams: CRO and website optimisation, Klaviyo email marketing, Google Ads, Meta Ads and SEO. Rather than treating each channel inisolation, we built a unified system where CRO maximised conversion from all traffic sources, email captured and compounded lifetime value, paid media drove efficient acquisition, and SEO built long-term organic visibility. This integrated approach was critical after the administration – every pound had towork harder, and channels needed to reinforce each other rather than operate independently.

Capabilities Deployed

CRO & Website Optimisation

Full conversion audit, A/B testing programme across product pages, checkout flow and site architecture. Conversion rate lifted 63% above the prior 24-month baseline, generating £295K in incremental revenue from 3,392 extra completed transactions. ROI: 10.8:1.

Email Marketing (Klaviyo)‍

Complete lifecycle automation build: welcome series, abandoned cart, browse abandonment, post-purchase and winback flows. Combined with strategic campaign sends and a 97.7% improvement in key event rate. Revenue: £425K from £13.7K investment. ROI: 31:1.

Google Ads‍

Shopping, Search and Performance Max campaigns restructured and optimised for purchase value. Paid search sessions increased 100.3%. Revenue: £203K from £13.3K investment. ROI: 15.3:1.

Meta Ads‍

Full-funnel campaign architecture with prospecting, retargeting and retention segmentation. Systematic creative testing across static, carousel and video formats. Paidsocial sessions increased 223.1%.

SEO

‍Technical audit and remediation, structured data implementation, content strategy around high-intent commercial keywords. Organic sessions up 28%, organic revenue up 43%.

The Results

The integrated approach delivered £972K in total Teylu-attributed revenue from a combined investment of£97K – a 17:1 return on marketing investment (1,600% ROI).

Total gross sales during the partnership period reached £1.43M, with 2025 calendar year sales of £741K. Direct marketing workstreams alone returned £923K from £54K investment.

Email marketing became Blake Mill’s highest-ROI channel at 31:1, CRO delivered £295K in incremental revenue, and the entire programme was sustained through a business restructure that cut advertising budgets by 75%.

Blake Mill now has a scalable, data-driven marketing operation that delivers compounding returns – doing significantly more with significantly less.