This week’s episode of the Zero to a Million Podcast with Zach Rego features Phillip Rivers, Founder and CEO of Tetra Marketing. Email marketing is critical to capture leads and create buyer personas for segmentation. It does not have to perfect and smaller companies should not shy away from starting this practice.

Phillip also comments on the iOS changes to data tracking and mentions some metrics that can still be used to track the effectiveness of campaigns. That being said, companies still need to adapt to the changes.

Stores that have revenues under 1 million should focus on how to convert more leads efficiently and look at repurchase rate to make one-time customers into a two-time or even repeat customer.