Who is Origin Coffee?
Origin Coffee is one of the UK’s leading specialty coffee roasters, known for its meticulous sourcing, considered brewing, and design-led aesthetic. With locations across the UK and a thriving direct-to-consumer business, Origin has cultivated a loyal following of subscribers and regulars who appreciate both the quality of the coffee and the craft behind it.
Their brand is built on relationships—fostered through thoughtful touches, great service, and a consistent presence across digital and physical channels.
Lost in the Grind
In a world of crowded inboxes, spam filters, and constant distraction, it's easy for messages to go unseen. Origin noticed a growing number of previously engaged customers—subscribers and one-time buyers—slipping into silence. Email alone wasn’t enough anymore.
The challenge was clear: find a new way to re-engage these customers that felt as considered and premium as the brand itself—without adding operational complexity.
Grounds for Reconnection
Origin partnered with Paper Run to launch an automated direct mail flow, triggered when a customer became digitally inactive. Fully integrated with Klaviyo, the flow ran quietly in the background—reactivating lapsed customers with no additional lift from the team.
Each piece was carefully crafted to reflect Origin’s aesthetic and tone: premium stock, minimalist design, and warm, personal messaging that felt more like a note from a trusted roaster than a marketing push. There were no loud discounts or generic offers—just a thoughtful reminder of what the customer had been missing.
Because it was automated and precisely targeted, the flow scaled effortlessly—delivering meaningful re-engagement at the right moment, with nothing to manage day to day.
Fresh ROASt
11X
8.2%
The results brewed up something special:
11X ROAS on the direct mail flow
8.2% conversion rate from previously inactive customers
Fully automated and continually running—set once, delivering on repeat
A quiet but powerful win-back channel that brought Origin’s brand back into the hands—and minds—of its audience.
Head of eCommerce, Origin Coffee
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