From traffic to revenue:

How Mustela is turning SEO + CRM into a Growth Engine

Services
  • CRM & Retention Strategy
  • Klaviyo (flows and campaigns)
  • Conversion-Oriented SEO
  • Database Activation
  • Continuous Analysis and Optimization
Context

Mustela is a consolidated brand in the cosmetics sector with a high volume of organic traffic and strong market recognition. However, the real challenge was not in attracting users, but in activating that traffic and converting it into real revenue, especially through owned channels such as CRM and email marketing.

Mustela had a high volume of organic traffic and a relevant database, but with room for improvement in its activation and monetization.

The focus was on evolving from a fragmented strategy to a model capable of converting traffic into revenue sustainably.

Growth was not about acquiring more users, but about better leveraging existing ones.

The challenge

Despite having a significant user base, the digital ecosystem was not maximizing its monetization potential. SEO traffic, though relevant, showed low conversion and profitability. Campaigns operated in isolation, without a connected strategy to engage users at different points in their lifecycle.

CRM flows faced a 26% year-over-year decline, reflecting low activation of the existing database. The campaign strategy was not optimized, and channels operated independently, failing to leverage synergies that could multiply their impact.

Solution

A strategy was defined to connect acquisition and retention, aligning SEO and CRM under one goal: maximizing the value of each user.

CRM Strategy on 4 Strategic Fronts

To achieve this, a complete restructuring of CRM flows was carried out, reimagining how the audience was communicated with at each stage of the journey. The strategy was built on three pillars of execution:

  1. Campaign optimization considering frequency, precise segmentation, and relevant content, with an emphasis on improving Open Rate and Click-Through Rate
  2. Continuous testing evaluating copies, timing, and creatives to identify what resonated best with each segment
  3. Alignment of each front with specific business objectives

1. Sales | Convert first-time buyers

KPI to impact: Prospect → customer conversion

Segmentation: By behavior (web visitors vs. email subscribers) and product preferences (Core/Atopic vs. Sunscreens)

Strategy: Welcome flows and first-contact sequences with a clear purpose that accompany the initial purchase journey, removing friction at each touchpoint.

2. AOV | Increase average order value

KPI to impact: Average order value

Segmentation: By purchase behavior (single-line vs. multi-product customers) and purchase frequency

Strategy: Campaigns that communicate complementary value and strategic incentives that encourage more purchases without degrading the brand proposition.

3. Traffic | Drive qualified users to the website

KPI to impact: Organic traffic + qualified clicks from email

Segmentation: By content preferences (educational, inspirational, product) and previous engagement behavior

Strategy: Positioning emails that do not sell directly, but rather position Mustela as an expert and generate qualified traffic to relevant content.

4. Loyalty | Retain long-term customers

KPI to impact: Repeat purchase rate, lifetime value

Segmentation: By purchase behavior (active vs. at-risk customers) and maternity stage (new moms vs. veteran mothers)

Strategy: Educational and emotional sequences that maintain the bond with the brand, encouraging recurring repurchase and advocacy.

Qualified Organic Traffic: Strategic Distribution by Channel

In parallel, the SEO strategy was optimized not only to generate more traffic, but also to attract higher quality traffic with a greater intent to purchase. Positioning for strategic keywords was improved, and this acquisition was directly connected to CRM flows, creating a system where users acquired through organic search automatically entered an activation and retention strategy.

The result was a diversified and high-value organic traffic distribution:

  • Blog (72%): Strategic content that positions the brand as a reference, capturing users in early stages of the purchase journey
  • Products (12%): Direct traffic from high-intent searches, users ready to convert
  • Collections (11%): Optimized navigation that facilitates category discovery and increases average ticket value
  • Pages (3%): Institutional and support information that reinforces trust and authority

This strategy allowed each organic traffic source to feed a specific activation and retention funnel, multiplying the value of each user captured through organic search.

The key piece was channel integration. Instead of working on SEO and CRM separately, both were orchestrated to activate the user at different points in the journey.

Impacto en negocio

CRM y SEO como motores de crecimiento

La combinación de estrategia y ejecución permitió recuperar el rendimiento del canal CRM, mejorar la conversión de automatizaciones y reforzar el peso del tráfico orgánico en la generación de ingresos.

25,6%

del revenue total generado por el canal CRM.

CRM
+45%

de crecimiento en revenue de campañas.

Campañas
+22%

en conversión de flows de automatización.

Flows
37%

del revenue total generado por el canal SEO.

SEO
Ejecución con impacto

Las campañas de email marketing crecieron un 45% en revenue, mientras que los flujos de automatización mejoraron su tasa de conversión en un 22%.

Canales que ganan peso

CRM representó el 25,6% del revenue total y SEO contribuyó aproximadamente con el 37%, demostrando el valor de trabajar adquisición, conversión y relación con cliente de forma conectada.

Lo más importante: se revirtió la tendencia negativa de los flows de CRM, transformando un canal en declive en un motor de crecimiento.

Growth did not come from generating more traffic, but from better activating what already existed.

The key has been to connect SEO and CRM to impact the user throughout their life cycle.

Growth didn't come from generating more traffic, but from better activating what already existed. The brand had a valuable audience that was not being strategically leveraged. The key was to connect SEO and CRM to impact the user throughout their entire lifecycle, transforming the journey from a casual visitor to that of a recurring customer.

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