AI Take – 2
I then asked Claude and ChatGPT to create a NeoMarketing playbook for marketers.
Claude
Step 1: Audit Your Customer Engagement & AdWaste
Actions:
- Analyze your customer database using the BRTN framework: identify your Best (top 20% by revenue), Rest (wavering engagement), Test (dormant 90+ days), and Next (new acquisitions) segments
- Calculate your current reacquisition spending: what percentage of digital marketing budget goes to platforms like Google and Meta to reach existing customers?
- Measure your Rest-to-Test conversion rate: how quickly are customers becoming dormant?
Quick Win: Create a simple dashboard showing these metrics. Just quantifying the problem often reveals immediate opportunities for improvement and builds internal consensus around the need for change.
Step 2: Establish Your Baseline & Set Targets
Actions:
- Document key metrics: Best customer percentage, average Best customer value, Rest customer volume, monthly reacquisition spend
- Set specific 6-month targets: e.g., “Convert 20% of Rest customers to Best status” and “Reduce platform reacquisition spend by 30%”
- Identify one high-potential Rest customer segment for your initial pilot
Quick Win: Select a modest-sized group (5,000-10,000 customers) from your Rest segment who purchased within the last 60 days but haven’t engaged since. This becomes your initial pilot group.
Step 3: Implement Your First NeoMails Campaign
Actions:
- Create a 30-day NeoMails pilot for your selected Rest segment, incorporating:
- Atomic Rewards (Mu) to incentivize opens
- Microns with valuable “brain gain” content
- Interactive elements that create daily engagement patterns
- Track engagement metrics against your control group
Quick Win: Start with just one interactive element (e.g., a quick quiz, preference selector, or micro-game) to prove the concept before scaling to more sophisticated interactions. Even basic AMP elements can increase engagement by 2-3X.
Step 4: Test NeoN Targeting for Select Test Customers
Actions:
- Identify a segment of your highest-value Test customers (dormant but previously profitable)
- Compare costs and conversion rates between traditional retargeting and NeoN’s authenticated approach
- Measure the impact of frictionless ActionAds versus standard click-through campaigns
Quick Win: Start with a limited budget test (10-15% of your normal retargeting spend) focused on your most valuable lapsed customers. This creates a clear comparison without requiring major budget reallocation.
Step 5: Build Your Dual-Track Scaling Plan
Actions:
- Based on pilot results, develop your comprehensive scaling strategy:
- Progency implementation plan to systematically convert Rest customers to Best status
- NeoN rollout plan to progressively replace traditional reacquisition spending
- Create a 12-month roadmap with clear financial projections
- Identify organizational readiness requirements (data integration, team alignment, etc.)
Quick Win: Start with a 90-day “Phase 1” that focuses on the quickest path to ROI. This typically means prioritizing high-value Rest customers for the Progency approach, while simultaneously redirecting spending from your most expensive retargeting channels to NeoN alternatives.
Implementation Support Tools
- BRTN Calculator: Input your customer data to instantly identify your Best-Rest-Test-Next breakdown
- AdWaste Estimator: Calculate your current reacquisition spending and potential savings
- ROI Projector: Forecast the financial impact of transforming Rest customers to Best status
- Readiness Assessment: Evaluate your technical and organizational preparedness
By following this structured approach, you can begin your NeoMarketing journey with minimal risk while establishing clear proof points for broader implementation. The key is starting with focused pilots that demonstrate value quickly, then scaling methodically based on proven results.
ChatGPT
📘 NeoMarketing 2X Best, Halve Waste Playbook
(Your Practical Starter Plan to Double Profits and Halve AdWaste)
🎯 Objective
Transform marketing from a cost centre into a profit engine by doubling Best customers and halving reacquisition AdWaste.
🚀 5-Step Action Plan
- Segment Today: Apply BRTN
✔ Action:
Audit your customer base into 4 groups:
- Best: Active in past 30 days, high spenders
- Rest: Last engaged 31-90 days ago
- Test: No engagement past 90 days
- Next: New and recent first-time buyers
Tools: Use your CRM or email platform filters.
Time needed: 1-2 days.
Outcome:
Baseline view of the goldmine you already have but under-monetise.
- Launch Rest Revival: Micro NeoMails Pilot
✔ Action:
Create a NeoMail campaign targeting 5,000-10,000 Rest customers.
Elements to include:
- A short Micron (brain-gain content)
- A simple Atomic Reward (Mu) offer
- One interactive AMPlet inside the email (eg., a preference quiz)
Objective:
Reignite daily attention and reverse churn before it’s too late.
Tools: Partner with an ESP/agency offering AMP-powered email if needed.
- Reactivate Test Customers: Small NeoN Pilot
✔ Action:
Identify 2-3 brands in your network (non-competing) whose engaged customers overlap with your Test segment.
✔ Set up a NeoN ActionAd campaign in their email newsletters.
Focus:
- Bring back Test customers with special comeback offers
- 30-50% cheaper than Meta/Google reacquisition
Time needed: 2-4 weeks for pilot setup and run.
- Track 3 Critical Metrics
✔ Every week, monitor these three KPIs:
- Rest-to-Best Migration Rate (% Rest customers becoming Best)
- Test Reactivation Cost vs Traditional Ad Costs (cost per reactivated user)
- Earned Growth % (Revenue from retained + referred customers)
✔ Bonus:
Run a small AB-test:
NeoMarketing Pilot Group vs. Business-as-usual Group
Compare revenue and engagement over 60-90 days.
- Scale via Progency Partnering
✔ Action:
If pilots work (they likely will!):
- Expand NeoMail programs to ALL Rest customers
- Scale NeoN across all Test customers
- Formalise partnership with a Progency (product + AI + experts) to manage “Rest” and “Test” segments continuously.
Why:
You avoid internal bandwidth bottlenecks, and pay based on outcomes, not software usage.
**
📈 Playbook Summary Table
| Step | Focus | Outcome |
| 1 | Segment into Best, Rest, Test, Next | Know your database opportunities |
| 2 | Micro NeoMail campaign | Revive Rest customers cost-effectively |
| 3 | Small NeoN pilot | Slash Test customer reacquisition costs |
| 4 | Track 3 KPIs | Show early proof of business impact |
| 5 | Partner with Progency | Scale results without staffing burdens |
🏆 Key Mindset Shifts Needed
- Treat Best customers like royalty (extreme retention).
- Rest is your sleeping goldmine — wake them up with love.
- Test needs surgical reactivation — not mass re-ad spending.
- Acquisition alone is death by thousand cuts. Retention is survival.
