Who are Atlas Records?
Atlas Records is a UK-based retailer with a cult following among vinyl enthusiasts. Their catalog ranges from rare jazz pressings to classic rock staples, and their audience includes serious collectors, crate-diggers, and casual fans rediscovering music history. The brand began with a small team of music obsessives who wanted to share their love of vinyl with the next generation of collectors. That passion continues today, with new arrivals every week and an unwavering commitment to giving customers the thrill of holding music in its most authentic form.
Stuck in the Digital Groove
Like most ecommerce brands, Atlas Records was competing for attention in one of the most crowded arenas imaginable: the inbox. Emails that once sparked excitement were increasingly pushed into promotions tabs or left unopened, buried among hundreds of other messages. SMS, once a direct line to customers, had become just another source of noise. Atlas had no shortage of eager buyers and plenty of fresh stock, but digital’s saturation meant too many collectors simply were not seeing the message. In a category where timing matters, even loyal customers were at risk of missing the thrill of discovery.
Dropping the Direct Mail Needle
Atlas partnered with Paper Run to launch a direct mail winback flow, designed to echo the analog appeal of vinyl itself. Integrated with their CRM, the flow automatically identifies customers who have gone quiet in email and SMS but have a strong purchase history. Every day, postcards are printed and shipped programmatically, timed with the arrival of new stock. The creative highlights fresh arrivals and speaks directly to the joy of crate digging. Unlike traditional direct mail campaigns, this flow continues to run silently in the background, ensuring Atlas is always present when collectors are ready to come back.
Off the Charts results
8X
4.7%
The flow proves that the most effective marketing does not have to be digital. By re-engaging customers programmatically through direct mail, Atlas is achieving 8× ROAS and a 4.7% conversion rate. More than the metrics, the flow is restoring connections that digital often loses. Customers who had tuned out online are being reminded of Atlas in a format that resonates, and they are returning to rediscover the records that make collecting fun in the first place.
Founder & CEO, Atlas Records
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