How Heights Increased Win-Back Rate by 38% and Upsell Conversions by 46% with Smarter Lifecycle Flows

We helped Heights boost their win-back rate by 38% and upsell conversions by 46% by turning churn data into personalized flows and making reactivation just one click away. Here’s how we reimagined their post-cancellation and pre-renewal journeys to drive long-term subscriber growth.

Client Insights

Heights is a premium wellness brand focused on brain and body performance. Best known for their science-backed supplements, Vitals⁺, Biotic⁺, and Magnesium⁺, the brand encourages customers to build consistent, long-term routines for better energy, gut health, and cognitive clarity.

With a subscription-first business model and clinically formulated product bundles, Heights is designed for longevity and loyalty. That’s where we came in.

YOCTO partnered with Heights in 2024 with a focused goal: to strengthen their retention engine by transforming underperforming touchpoints into personalized, high-impact journeys.

The Challenge

Even with excellent products and a loyal customer base, Heights faced two core problems:

Churn Recovery:

Cancellations weren’t being addressed with any structured win-back process. Outside of a few one-off campaigns, there was little segmentation or long-term follow-up, leading to low reactivation rates.

Upsell Blind Spots:

Despite having a strong bundle incentive and a clear product synergy, Heights wasn’t proactively encouraging subscribers to expand their subscriptions. This left cross-sell opportunities and LTV on the table.

To fix this, we needed to implement a smarter lifecycle system, one powered by customer behavior and designed for frictionless action.

Our process

Here’s how we turned a churn time bomb into a retention engine:

1. Win-Back Reimagined: From Static Campaigns to a Dynamic, Personalized Flow

Our first focus was reactivating churned subscribers. We started by testing campaign ideas like product education, bundle offers, and discount codes. These generated some quick wins, but we wanted long-term results.

So we built a fully segmented 30-day win-back flow based on cancellation reasons.

Here’s how it worked:

• Price-conscious users received deeper bundle discounts and cost-per-day framing.
• “Too much product” users were re-engaged at longer intervals, matching usage cycles.
• Effectiveness-concerned users got science-backed explanations and real testimonials.

Every message matched the reason the customer left, so it felt relevant, not robotic.

Then, we took it further by adding one-click reactivation inside the email itself, using AMP via Zaymo. This eliminated login friction and boosted conversions immediately. And for those who didn’t return after 30 days? We closed the loop with a final feedback survey, gathering insights that the Heights team now uses to inform CX and product development.

2. Upsell Engine Overhaul: Smarter Offers, Less Friction

Our next focus was on upsells. Though Heights offered multi-product discounts, their existing flow didn’t capitalize on it.

We rebuilt the upsell experience from scratch:

• Sent upsell offers 5 days before renewal.
• Tailored suggestions based on current products.
• Used science and bundle logic to frame recommendations.
• Enabled 1-click add-to-subscription via AMP.

For example, someone subscribed to Vitals⁺ would be shown a personalized Biotic⁺ upsell with a focus on gut-brain synergy and the savings they’d get by bundling.

This data-driven approach turned a generic moment into a revenue lever, without disrupting the customer experience.

The Results 

KEY TAKEAWAYS

• Segmentation by cancellation reason created highly relevant, empathetic win-back flows.
• One-click actions inside email dramatically boosted reactivation and upsell performance.
• Pre-renewal upsells delivered at the right time with the right offer increased AOV.
• Personalization was the unlock because relevance drives revenue.

WANT TO BE NEXT?

We don’t do generic. We build retention systems that actually move the needle. If you want to win back lost customers, increase LTV, or turn your product into a habit, let’s talk.

We’ll start with a no-pressure audit of your email program, identify gaps, and give you a roadmap to fix them.

Book a 30-minute Socratic interview with us, and we’ll show you what’s possible.