Beyond the Inbox: How Bones Coffee Generated 6.43x ROAS Through Direct Mail

Bones Coffee had a substantial base of previous customers who had gone dark across email and SMS. These weren't strangers — they had purchased before, many among Bones Coffee's most loyal buyers. With a seasonal transition from summer to fall flavors approaching, the challenge was finding a high-impact way to re-engage lapsed customers who could no longer be reached through any digital channel.

ATTN Agency designed a fully branded direct mail catalog centered around Bones Coffee's beloved skeleton mascot, woven throughout the pages as a narrative thread moving through the seasons. The 50,000-piece mailing targeted three precision-segmented groups — winbacks, fall flavor purchasers, and summer flavor leads — all filtered specifically because they were unreachable via email or SMS. This ensured virtually every dollar of revenue was genuinely incremental. The catalog also prominently featured the Bones Coffee Subscription, positioning it as the natural next step for re-engaged customers.

• 6.43x Blended ROAS
• 50K Households Reached
• 100% Incremental Revenue
• 3 Precision Segments