Winback
60-day risk free trial
Who Is Top of the Mornin' Coffee?
Top of the Mornin' Coffee turns a daily habit into entertainment, built around content creator Jacksepticeye's fictional Planet Positivity and a lineup of specialty grade, small-batch roasted coffee, tea and hot cocoa. Limited-edition flavours like French Toast and Rainbow Cereal keep the range feeling like a drop rather than a static product line, and a portion of every sale supports Crisis Text Line, giving the brand a cause alongside the caffeine.
The audience is young, digitally native and deeply online: Gen Z and younger millennial fans who came for the creator and stayed for the coffee. That fandom-driven loyalty makes the brand's relationship with a customer personal from the first order, which is exactly what makes a lapsed customer feel like more than a missed sale.
On Mute
A fan who stops reordering rarely unsubscribes or unfollows to do it. They just go quiet: emails stop getting opened, notifications stop getting tapped, and the brand slips a little further down a feed already stacked with everything else competing for the same attention. For an audience fluent in muting anything that reads as marketing, one more message in the same channel rarely earns a different reaction than the last one did.
For Top of the Mornin', the fans most worth winning back are still fans of the creator and the world behind the brand, they have simply drifted from the coffee itself. Reaching them again means finding a way to feel personal and unmissable, not just another notification asking for attention it has already been refused.
Top of Their Mailbox
Paper Run runs an automated winback flow that turns the brand's own name into a literal moment: a physical piece of mail sitting at the top of a lapsed fan's mailbox, built around the same personality-driven branding that built the fandom in the first place. Rather than competing inside a feed the customer has already tuned out, the mailer arrives somewhere the brand has no existing competition at all.
The flow runs continuously in the background, giving Top of the Mornin' a channel that reintroduces the product on its own terms, alongside the emails and social content the brand already relies on rather than replacing them.
Back on Planet Positivity
The winback flow is driving a 10X ROAS on lapsed customers, turning a segment that had gone quiet into a working, repeatable reactivation channel. For a brand built on fandom and repeat habit, a reactivated customer rarely stops at one reorder, since coming back to the coffee usually means coming back to Planet Positivity itself, and everything the brand builds around it.
That kind of return makes the channel worth keeping switched on permanently: a way to keep reaching fans who never stopped loving the world Jacksepticeye built, even after they stopped opening the emails about it.
"Our fans had muted every notification we sent. They hadn't muted their mailbox."
Director of Marketing, Top of the Mornin' Coffee
Book
Setup time with the Paper Run team and learn how the world's best DTC brands are using Direct Mail.
More amazing stories
Read more about how rockstar brands are converting customers who don't open their emails.
