Heights is a supplement brand built around its flagship Vitals line, with a customer base loyal enough that social proof should have been easy to accumulate. It wasn’t. Reviews were one of the most resource-hungry, lowest-yield efforts the team ran.
Initial Problem
Review collection at Heights followed the standard playbook — an email with star icons that linked out to a review page — and it produced the standard result. Customers clicked. Far fewer finished.
- The team was spending real resources for thin returns. Significant time and budget went into chasing reviews, and the volume didn’t reflect the effort.
- Every review required a page load. Clicking a star opened a review page, which asked the customer to re-orient, re-read, and start typing in a new context. Drop-off happened in the gap.
- The friction hit hardest with the customers most likely to be positive. A happy customer with thirty seconds of goodwill will tap a star. Ask them to load a page and compose a review there, and most of that goodwill evaporates before the form loads.
Zaymo’s Solution
Heights moved the entire review interaction into the email. The customer reads the request, rates the product, and writes the review in the same place — the message already open in front of them.
- The review is completed in the inbox. Zaymo’s interactive review form captures the rating and the written review inside the email itself. The page load that was killing completion is simply gone.
- The star rating becomes the first step, not a link. Instead of a star icon acting as a click-through to somewhere else, tapping a star begins the review and keeps the momentum in one place.
- The ask fits into the existing program. Review requests slot into the lifecycle emails Heights was already sending, rather than requiring a standalone campaign to support them.
Setup
Heights scoped the work around a specific, measurable goal, and validated the mechanic against its old flow:
- Target. Grow the review count from 2,000 to 3,000 over the course of the quarter.
- Mechanic. Zaymo interactive review forms embedded in Klaviyo review-request emails, with rating and written feedback captured in-email and written back to Okendo.
- Validation. An A/B test ran Zaymo’s in-email form against the previous star-link flow that sent customers out to a landing page.
Results
- 2,000 → 3,000 quarterly review target met and exceeded
- 1,000+ net-new reviews added over the quarter, with Zaymo’s in-email form the key driver
- ↓ Team effort per review, with the manual chasing that previously drove volume largely removed
The change registered with customers, too. Jack described the resulting brand perception as “super streamlined, forward-thinking” — an unusual side effect for a review request, and a reminder that the mechanic itself communicates something about the brand.
Takeaways
Review programs don’t usually fail on the ask. They fail on the handoff. Heights was already reaching the right customers at the right moment with a reasonable request — and then sending them somewhere else to fulfill it. Removing that single step was the difference between grinding toward a 1,000-review target and clearing it.
There’s a second lesson for teams weighing effort against output. Before Zaymo, review volume at Heights was a function of how hard the team pushed; it took sustained manual work to move the number at all. In-email collection changed the shape of that relationship, turning reviews from a campaign the team had to keep feeding into a byproduct of email the brand was already sending.