How Heights Migrated to a New Domain With Zero Deliverability Disruption

Migrating your email domain is one of the riskiest technical changes you can make, especially when your list is over 250,000 strong and email powers a subscription-first business. But for Heights, a premium supplement brand focused on brain and gut health, the move from yourheights.com to heights.com was essential to match their elevated branding.

YOCTO handled the full migration, warmup, and post-switch audit, executing every step with precision. The result? A completely seamless transition, zero inboxing issues, and a domain reputation strong enough to scale into the next phase of growth.

Client Insights

Heights is a science-backed wellness brand built for long-term performance, supporting mental clarity, gut health, and daily energy with expertly formulated products like Vitals⁺, Biotic⁺, and Magnesium⁺. As their reputation and product range expanded, so did the need for a sharper domain name.

But switching email domains isn’t just cosmetic. It’s a make-or-break moment for retention. One misstep can cause inboxing issues, confused customers, broken automations, and lost revenue.

That’s why Heights turned to YOCTO.

The Challenge

Move the entire Heights email program from yourheights.com to heights.com without breaking flows, losing deliverability, or disrupting customer trust.

The risks:

• Damaged domain reputation
• Drops in inbox placement and CTR
• Email bounces and spam complaints
• Flow outages or broken links
• Unintended revenue loss

We had to prevent all of the above while securing the new domain for long-term success.

Our process

Instead of ignoring the data, YOCTO sprang into action. Here’s how we turned a churn time bomb into a retention engine:

1. Pre-Migration Messaging Strategy 

We began by addressing the human side of the transition: the customer. A sudden change in sender name or reply-to email address can create confusion, distrust, or spam complaints.

To mitigate that, we:

• Crafted pre-migration announcements to proactively notify subscribers
• Set expectations about the change in the sender domain
• Reassured customers that all future emails from “@heights.com” were legitimate and still from the Heights team

This helped avoid any friction or fear of phishing as the transition rolled out.

2. Domain Infrastructure Setup

Next, we ensured the entire technical foundation for the new domain was set up:

• SPF, DKIM, and DMARC records were correctly configured to pass authentication checks
• Branded link tracking and email sending domains were updated across Klaviyo
• The new heights.com domain was verified and ready to go across all platforms

This ensured that the infrastructure was sound and the domain would be trusted from the very first email.

3. Controlled Switch-Over Day

On the day of the switch, precision was everything.

• We paused all non-transactional automations to prevent any marketing emails from being sent during the transition
• Transactional flows (like order confirmations and shipping updates) remained live to avoid disrupting the customer experience
• We then updated all domain settings, including branded links, reply-to addresses, and platform settings, to reflect the new domain

No guesswork. No chaos. Just a carefully choreographed switchover.

4. Full Technical & Content Audit

Immediately after the change, we conducted a comprehensive review to ensure every part of the Heights account was aligned with the new domain:

• Account & SMS settings
• Email links and footers
• TXT records
• 3rd-party integrations
• Support and reply-to email addresses
• Dynamic content across flows
• Product catalog resync

Nothing was left unchecked. This level of detail was crucial in ensuring smooth functionality and preserving engagement.

5. The 30-Day Domain Warmup

Once the infrastructure and content were ready, it was time for the most critical part: warming up the domain.

We followed a staggered warmup strategy:

• Phase 1: Sent campaigns to the 3-day clickers only; highly engaged users who would signal a positive reputation to inbox providers.
  
• Phase 2: Gradually expanded to 7-day, 14-day, and 30-day clickers, and eventually included openers
  
• Phase 3: Slowly reactivated high-performing automations, starting with:
  
  • Welcome Flow
  • Cart Abandonment
  • Checkout Abandonment
  • Later expanding to Post-Purchase and educational sequences

Each step was deliberate. We monitored every metric, opens, clicks, bounces, and complaints, to detect any signs of trouble and adjust accordingly. But thanks to the prep work, the warmup went faster than expected. By Day 30, the new domain was fully operational, with no inboxing issues and full engagement restored.

6. Retention & Loyalty Program Activation

Retention efforts were limited by a third-party tool that managed loyalty messaging externally. Despite early challenges, one clear winner emerged: bundle building. Once integrated into replenishment flows, bundle promos lifted repeat purchases and conversion rates.

To reinforce this, we also:

• Embedded loyalty redemption reminders into everyday campaigns.
• Highlighted points and status across lifecycle emails.
• Ensured ongoing visibility of loyalty incentives throughout the journey.

This holistic approach improved loyalty engagement and boosted retention by 80% YoY.

The Results 

Why It Worked

• Technical and human prep: We addressed infrastructure and subscriber expectations in advance.
• Careful sequencing: Every change was phased, tested, and monitored.
• Lifecycle continuity: We kept essential automations running so subscribers experienced no interruptions.
• Attention to detail: No broken links, no stray branding, no gaps.

This wasn’t just a domain switch. It was a flawless, revenue-safe migration at scale.

WANT TO BE NEXT?

Your email domain is your brand’s voice, and changing it shouldn’t cost you clicks, sales, or trust.

If you’re planning a rebrand, domain move, or technical migration, we can help you do it without losing momentum.

Let’s start with a 1:1 Socratic Interview.

We’ll walk through your current setup, highlight the risks, and build a custom transition plan that protects performance and sets you up to scale.