Was the survey sent to the old email list? If so I would use that list to drive new engagement for the new business. Create a great looking bounce page or landing page driving those respondents to a call to action. Perhaps provide an incentive for signing up for the coffee subscription?
In terms of the Pay Pal list you have to be really careful not to abuse the trusted relationship you had with them regarding the footwear. I would parse that list into segments, do some psycho-demographic analysis on the list and again drive them to a bounce page via a short and sweet email thanking them for their previous business. Again, because they are a previous customer of yours offer them an incentive to try out your new venture. I would do A/B testing on the landing pages to see what works well.Good Luck. I love coffee.