Angus Cowan: The Brutal Truth About Your Email Marketing

About this episode

In this episode, Ryan sits down with Angus Cowan, the founder of MKTG Emails, a retention marketing agency that’s quietly dominating the email/SMS and retention game for some of Australia's top eCommerce brands.

If you think your email flows are dialled in because you've got an abandoned checkout sequence… think again.

Angus breaks down:

🔥 The #1 flow most brands are missing — and why it’s costing you thousands

🧠 Why over-segmentation is killing your campaign results

📈 What “30–40% of revenue from email” really looks like (and how to get there)

🚫 How a $25k email setup went completely wrong (and what you can learn from it)

⚖️ Full-stack vs specialist agencies — why the game is changing

💡 How to build high-performing popups that don’t require big discounts

We also dive into Angus' philosophy on content creation, how it fuels his agency’s growth, and why doing the basics really well still beats complexity every time.

Whether you're sending one email a week or scaling a nine-figure brand, this is a masterclass in email marketing that will shift how you think about retention.