71-75 Shelton Street
Covent Garden, London,
WC2H 9JQ
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Blake Mill had built decades of brand equity through heritage craftsmanship, but their digital marketing operation wasn’t delivering returns to match. Paid advertising was fragmented with no audience segmentation or structured testing. Email marketing was limited to occasional batch sends – no lifecycle automation, nopersonalisation, no revenue attribution. Organic search visibility was declining due to unresolved technical issues and no content strategy. The website itself had fundamental conversion rate problems: the prior 24-month baseline conversion rate sat at just 1.14%, meaning significant paid traffic was being wasted. There was no CRO programme, no systematic testing and no data-driven approach to improving on-site performance. When a business restructure in early 2025 forced a 60% reduction in total marketing spend and a 75% cut to advertising budgets, the need for a partner who could deliver maximum ROI from minimum investment became critical.
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Teylu embedded as Blake Mill’s marketing department from September 2024, building an integrated strategy across five workstreams: CRO and website optimisation, email marketing (Klaviyo), Google Ads, Meta Ads and SEO. The approach was designed to maximise returns from every pound spent – particularly important after the restructure forced severe budget constraints. On CRO, we ran a full conversion audit, implemented A/B testing across product pages, checkout flowand site architecture, lifting the conversion rate 63% above the prior 24-month baseline and generating £295K in incremental revenue from 3,392 extra completed transactions – a 10.8:1 return. Email marketing was rebuilt from the ground up with full lifecycle automation: welcome series, abandoned cart, browse abandonment, post-purchase and winback flows. Email became the highest-ROI channel at 31:1, generating £425K in attributed revenue from just £13.7K investment. Google Ads were restructured around Shopping, Search and Performance Max campaigns, delivering £203K at 15.3:1 ROI. Across all direct marketing workstreams, the total investment of £54,294 returned £923K in attributed revenue – a 17:1 blended ROI. Total gross sales during thepartnership reached £1.43M, with 2025 calendar year sales at £741K.
Integrated CRO, email, paid media and SEO strategy delivering 17:1 marketing ROI for a heritage fashion brand – including through a business restructure and 75% advertising budget reduction.
Direct marketing ROI across all workstreams (1,600% return)
Total Teylu-attributed revenue from £97K total investment
