Angus Cowan

The team post makes the same point from the delivery side: growth is credited to the team, not to a channel or a single tactic, with hiring concentrated in APAC despite what the post calls an unforgiving timezone. For a reader, the position is that Klaviyo setup is a starting point and the work is judged by retention outcomes.

The rebrand post states plainly: "We are no longer MKTG Emails...

• We've just hard launched The Retention Agency," and describes helping clients "see the bigger picture of Retention outside of what the Klaviyo dashboard says."
• A separate team post reports the agency is about two and a half years old, hired its first team member in May 2024, has grown to a team of 45 and held its first retreat in the Philippines.

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It then builds the flows a store needs, one at a time: welcome, cart and checkout abandonment, site and browse abandonment, post-purchase, cross-sell, win-back and reactivation with RFM segments, and subscription flows covering onboarding, surprise-and-delight and dunning. The outline's distinctive operational claim is that cart and checkout abandonment should be split by customer rather than product, and flows judged by lifetime-value lift and retention rather than treated as isolated emails.

The chapter list runs from "The metrics that matter: LTV lift & retention benchmarks" through "Cart & checkout abandonment: split by customer, not product" to "Win-back & reactivation with RFM segments." The description says the playbook sits behind "$100M+ p/yr a year of retention revenue across 70+ ecom brands," which is a self-reported figure.

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The sequence: download the correct Klaviyo data, calculate and group customer deciles, build pivot tables to find bottlenecks, then make strategic recommendations.

• A second, shorter version runs the same analysis in about five minutes and offers a downloadable calculator.
• The argument: recommendations should follow from a customer-level view of value, not impressions or a glance at a single metric.

One description lists "Calculating and grouping customer deciles" and "Creating pivot tables to find bottlenecks," while the other covers exporting the correct data, using the LTV analysis tool, analysing the data and making strategic recommendations, with a calculator offered at the agency's free resource page.

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The flow-system outline frames the pop-up chapter as "optimize for profit, not opt-in rate," linking list growth to the visitor experience and the form's business purpose rather than raw sign-up counts.

• Angus Cowan's view changed visibly: a LinkedIn post describes their earlier scepticism of dedicated pop-up software and assumption that such platforms inflated their numbers.
• After a call with the Alia team, they praised the platform's numbers and a scratch-and-win design, noting it has worked well for a number of the agency's brands.

The pop-up masterclass description covers "Are pop up forms annoying?", "How to make a pop-up form," "How to test a pop-up form" and "Making strategic recommendations."

• In the reversal post, Angus Cowan writes: "I never understood how a pop up form on a different platform could be any different to one in Klaviyo.
• I thought they were inflating their numbers and it was all BS...
• They showed me the numbers inside and out, and I couldn't fault it."
• The post states it is not a paid endorsement.

A post documents the reversal of scepticism about dedicated pop-up platforms after seeing the platform's data.

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The teaching device is a named company paired with a transferable principle, not a general lecture on loyalty or a list of tactics.

The MECCA episode covers how the company structures its loyalty program, "the genius marketing loop they've created," and "how you can apply this to your business," framing the program as having transformed MECCA into a $1B per year business.

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One video breaks down Alex Hormozi's advice on email marketing, covering the metrics worth tracking and the sequence Hormozi uses on his own list.

• The format is a guided reading: summarize the other person's system, identify what matters and show the example sequence in practice.
• The framework belongs to Hormozi; Cowan selects and applies a practical filter to it.

The video description says it breaks down "Alex Hormozi's top insights on email marketing," walks through "real examples of metrics you need to be tracking," and examines the series Hormozi uses for his own email list.

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The video outline moves from mapping the customer journey with an F1/F2/F3 framework to individual flows: welcome, cart and checkout abandonment, post-purchase, cross-sell, win-back and subscriptions. It also covers customer-based splits and measuring lifetime-value lift and retention, rather than treating every flow as an isolated email.

For brands planning a campaign

For a brand reviewing its flows, map customer stages first, then prioritize gaps and test audience splits. Use the outline as an agenda for a strategy discussion.

The description frames pop-ups as a high-leverage part of an ecommerce email account and covers making and testing forms, whether they annoy visitors, and how to make strategic recommendations. That focus connects list growth to the visitor experience and the form’s business purpose, not just how many people opt in.

For brands planning a campaign

A campaign could test form design and targeting against downstream purchase or retention measures, rather than choosing a version solely for its opt-in rate.

The description lays out a practical analysis sequence: use the right data, calculate and group customer deciles, use pivot tables to find bottlenecks, then make strategic recommendations. Angus connects customer-value analysis to decisions, rather than stopping at a dashboard metric.

For brands planning a campaign

Before commissioning flow changes, a brand could examine customer-value groups and identify where repeat purchase or customer value is weakest. Ask for the video’s calculations and a brand-specific result before using them to guide decisions.

Angus uses MECCA’s loyalty program as a case study, focusing on its structure, the marketing loop it creates, and how a business might apply the idea. Unlike flow-by-flow optimization, this lens asks how a broader loyalty mechanism can reinforce repeat customer behavior.

For brands planning a campaign

A brand considering loyalty could use the case as a prompt to map how rewards encourage repeat engagement, then assess whether that mechanism fits its own customers and economics.

In the 2026 Klaviyo Email Flow Strategy video, the walkthrough maps the customer journey with an F1/F2/F3 framework, then covers the flows a store needs: welcome, cart and checkout abandonment, site and browse abandonment, post-purchase, cross-sell, win-back and reactivation using RFM segments, and subscription flows covering onboarding, surprise-and-delight and dunning. The operating principle: split abandonment messaging by customer rather than by product.

Map the customer journey (F1/F2/F3), then build flows one by one, using RFM segments for reactivation and customer-level—not product-level—splits for abandonment.

The description says the playbook sits behind $100M+ per year in retention revenue across 70+ ecom brands. The figure is self-reported and not independently checked.

For brands planning a campaign

A brand can commission a recorded audit or walkthrough applying this structure to its own Klaviyo account, with a prioritized flow list, named segments and split logic. The format suits a multi-part series, with each episode covering one flow.

Examples: Source 1

One covers exporting the right data, calculating and grouping customer deciles, building pivot tables to find bottlenecks, and turning the results into strategic recommendations; another runs the same analysis in about five minutes and offers a downloadable calculator. LTV analysis starts with correctly exported Klaviyo data and a decile view of customers, not dashboard impressions.

Group customers into deciles and use pivot-table analysis to find bottlenecks, packaged with a downloadable calculator and a short-form repeat of the process.

For brands planning a campaign

A brand can commission a screen-share teardown of its own data, showing the decile and pivot steps and reusing the calculator as a gated or ungated asset. This data-analysis format needs account access to be credible.

Examples: Source 1 · Source 2

A separate LinkedIn post describes how a call with the Alia team changed a previously sceptical view of dedicated pop-up software. It praises the platform's numbers and a scratch-and-win design, and notes that the platform has worked well for a number of the agency's brands.

Build, test, then recommend: testing turns a pop-up from a nuisance into a measurable acquisition and retention lever.

The Alia post says plainly that it is not a paid endorsement, making it a personal testimonial rather than a disclosed partnership.

For brands planning a campaign

A brand can commission a pop-up rebuild and test plan or a platform comparison, with test design and recommendation logic as deliverables. The personal testimonial offers a concrete software angle for a campaign involving pop-up tooling.

Examples: Source 1 · Source 2

The MECCA episode looks at how the company structures its loyalty program, the marketing loop that structure creates, and how viewers can apply the same logic to their own businesses. It pairs a named brand with a transferable principle rather than a general lecture.

A named-brand teardown followed by a clear translation: here is the mechanism, here is how you apply it.

For brands planning a campaign

A brand can commission a teardown of a comparable retailer's loyalty mechanics, followed by guidance on applying them to its own program. This works when the target brand is recognizable and the mechanism can be described without confidential data.

Examples: Source 1

One video breaks down Alex Hormozi's advice on email marketing, covering the metrics worth tracking and the email sequence Hormozi uses on his own list. It guides viewers through someone else's system with a practical filter.

Third-party framework review: summarize the advice, identify the metrics that matter, then show the example sequence in practice.

For brands planning a campaign

A brand can use a recognizable name in the hook, but the value lies in breaking down a sequence and its metrics. Any commissioned piece needs access to concrete sequences to analyze, not just commentary.

Examples: Source 1

One announces the rebrand from MKTG Emails to The Retention Agency, describing an 18-month shift from being seen as just an email marketing agency to building retention partnerships that look beyond the Klaviyo dashboard. The other covers the first team retreat: the agency is about two and a half years old, made its first hire in May 2024 and now has a team of 45, with hiring concentrated in APAC and the retreat held in the Philippines.

The repositioning argument: email is the entry point; retention is the mandate. The team post credits growth to the team and presents APAC hiring as a deliberate, if demanding, choice.

These agency and culture updates support the positioning story more than the tactical one.

For brands planning a campaign

A brand can frame a partnership around retention strategy rather than email execution, with strategy and data work beyond Klaviyo configuration. The agency-stage posts offer useful context on capacity and team structure for brands considering a larger engagement.

Examples: Source 1 · Source 2

A separate post announces that the business rebranded from MKTG Emails to The Retention Agency, positioning it as a retention partner rather than just an email marketing agency.

Original disclosure

It's official... we have rebranded.

• We are no longer MKTG Emails.
• We've just hard launched The Retention Agency.

View example

Video descriptions point viewers to mktgemails.com for consulting, free audits, email flow checklists and LTV calculators, and describe the business as a global ecommerce retention consultancy. A rebrand post confirms the business is now called The Retention Agency.

View example

They publish walkthroughs on Klaviyo email flow strategy for stores doing over $3M a year, analysing customer lifetime value from Klaviyo data, and using pop-up forms inside Klaviyo. Their posts do not state a sponsorship, affiliate arrangement or formal partnership with Klaviyo.

View example

They state directly that this is not a paid endorsement, making it a mention rather than a sponsorship or client relationship.

Original disclosure

This is not a paid endorsement but just a shoutout for the Alia team. They have been great for a number of our brands

View example

One post documents turning Claude Code into a Klaviyo execution engine that analyses an account, finds opportunities and runs CRM workflows, covering flows, campaigns, segmentation, deliverability and analytics.

• Another describes building a full monthly Klaviyo email system, from strategy to finished concepts.
• That is the same territory Angus Cowan covers — account analysis, flow and campaign structure, segmentation — approached through tooling rather than teardowns and frameworks.

The emphasis is on automating execution and production.

• Corto S. packages setups and workflows so repetitive analysis and building require less manual work.
• Angus Cowan focuses more on the judgement that comes before execution: customer deciles, lifetime value, which segment gets which message, and how to read a loyalty programme's mechanics.
• Readers comparing the two are choosing between an AI-assisted operating system for Klaviyo and a strategy-and-diagnosis approach to retention.

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The material covers the same ground they publish elsewhere: why retention is the growth lever after acquisition, why LTV on its own is the wrong metric, a retention hierarchy in which email and SMS are not the first problem, Klaviyo structure with the F1/F2/F3 framework, testing priorities, lifetime gross profit and CAC targets, segmentation and RFM analysis, and paid media's role. Both also publish scorecard-style material testing past predictions against what happened.

Nathan Perdriau's posts reach further into acquisition, media buying and financial modelling: Meta versus Google wallet share, pulling spend out of PMAX, attributing value to production and iteration, and bridging marketing and finance.

• Angus Cowan stays closer to email and CRM: flows, abandonment splits, pop-ups, list growth and lifetime-value analysis inside Klaviyo.
• Someone who wants retention decisions tied to paid media and unit economics will find more of that with Nathan Perdriau; someone who wants the email programme built out will find more with Angus Cowan.

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One post sets out the scope directly: email and SMS flows, welcome and abandoned-cart automation, segmentation and targeting, campaign setup, sign-up forms, email design and copywriting, and account optimisation.

• It describes the work as making sure the right message reaches the right customer at the right time, rather than simply making emails look good.
• That is the same promise Angus Cowan makes when describing Klaviyo flows, pop-up forms and segmentation, including the emphasis on a system that keeps working without constant attention.

Shahria Naz presents as an implementation specialist building and optimising Klaviyo accounts for brands, alongside ecommerce web design in WordPress and WooCommerce.

• Angus Cowan presents retention as an agency-scale strategy engagement, with lifetime-value analysis, customer deciles, split messaging logic and the argument that retention goes beyond the Klaviyo dashboard.
• The practical choice is between a hands-on specialist to set up or fix an account and a consultant-led retention programme that starts with customer data.

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The published posts show a documented AI workflow in two parts: Claude Code connected to Klaviyo data with a ten-minute setup and written operating rules, so the account can be analyzed, gaps prioritized, and CRM workflows run in parallel across flows, campaigns, segmentation, deliverability, and analytics; and a GPT-6 Astra setup that produces a monthly campaign calendar, campaign angles, lifecycle flows, several creative directions per send, headlines, copy, and CTAs, output in a form meant to be rebuilt inside Klaviyo.

• The author’s framing is that speed is the change, while the operator keeps the strategy and automation handles repetitive work.
• For a DTC brand that knows which flows it wants and needs to produce more with a small team, or wants repeatable prompt-and-template systems rather than another consulting engagement, this is a more directly useful starting point than a flow rebuild sold as a service.

The tradeoff is judgment and accountability.

• The two posts are short and promotional: each describes a packaged setup and points to a guide, but neither shows client accounts, retention results, or an engagement the creator would be responsible for delivering.
• A brand adopting the workflow handles the diagnosis itself: deciding which flows, segments, and offers matter, then reviewing the automation’s output before it goes out.
• Angus Cowan’s published method instead gives the brand an analysis order for its own data: export the right Klaviyo data, group customers into deciles, use pivot tables to find bottlenecks, then set flow priorities.
• One is a system the buyer operates; the other is a plan with a person accountable for it.
• The posts give no pricing or scope for either, so ask what each includes before comparing costs.

Examples: Source 1 · Source 2

In a masterclass published with Angus Cowan, the argument is that most ecommerce brands focus on email and SMS when the real retention problems sit in product, customer experience, acquisition strategy, and unit economics, and that email and SMS are not the first problem.

• The session covers why lifetime value is treated as the wrong metric, measuring lifetime gross profit, setting CAC targets, the retention hierarchy, structuring Klaviyo with the same F1/F2/F3 framework, testing priorities, customer segmentation and RFM analysis, and using paid media and zero-party data to acquire higher-quality customers.
• A separate post reviews a year of ecommerce predictions and lands on structure rather than tactics: better forecasting, incrementality thinking, financial alignment, and systems.
• For a DTC brand where repeat purchase is falling because acquisition brings in the wrong customers, or where marketing and finance targets are not aligned, the wider retention scope is a better first move than rebuilding flows alone.

The tradeoff is breadth against depth in one place.

• The two items span paid media, attribution, Meta versus Google wallet share, Performance Max, agencies’ move into software, AI creative, Amazon in Australia, and finance-led marketing; neither is a detailed Klaviyo buildout.
• The flow and LTV methods in the masterclass are shared with Angus Cowan, who appears in it, so a brand that has already decided its flows are the problem will not find a different method here.
• Much of the material is opinion and scorecarding rather than instruction.
• The masterclass is available through its chapter list and description, not a transcript, so ask for a transcript or a fuller account of its teaching before buying.
• This route is for brands buying the broader retention hierarchy; confirm directly how much of the work includes flow delivery.

Examples: Source 1 · Source 2

The posts position Naz as a Klaviyo implementation expert working on email and SMS flows, welcome and abandoned-cart automation, segmentation and targeting, campaign setup, sign-up forms, email design and copywriting, and account optimization, with the stated aim of making the parts work together so the right message reaches the right customer at the right time.

• The second post shows WordPress, WooCommerce, and Elementor website work.
• A DTC brand that already has a prioritized plan, or wants the Klaviyo account built and emails designed in the same engagement, is buying closer to what Naz advertises than to a consulting engagement.

The tradeoff is evidence of the strategy layer a campaign aimed at repeat purchase and lifetime value depends on.

• The two posts are service summaries: they list what Naz offers and show a design-led site build, but not the analysis behind the decisions.
• They provide no lifetime-value or customer-value method to inspect, documented client results, or long-form teaching content.
• Naz also works across web development, so retention is one offer among several rather than the whole business.
• When success is measured in repeat purchase and lifetime value, the plan matters as much as the build; ask for the method and results behind the work before committing.

Examples: Source 1 · Source 2