This week we talked with Matt Brown, and here’s the thing… we allowed ourselves to go a bit off-script.
Matt runs a boutique email performance agency. He helps entrepreneurs make sure their emails actually land in inboxes instead of spam. It sounds dry. But oh so important.
Most first-time creators don’t think about deliverability until they have a problem. They build an audience, they send emails, and suddenly half their emails are landing in promotions or they’re getting spam complaints they don’t understand. By then, the damage is harder to undo.
Matt is the person you call when that happens. I’ve called him. When we were moving our list from ActiveCampaign over to Kit and connecting it with Substack, when we needed to understand what was actually happening with our email health, and that’s when I reached out.
What makes Matt different is that he can explain something genuinely technical and boring and make it clear. He doesn’t overcomplicate it. He doesn’t hide behind jargon. He just says: here’s what’s happening, here’s why it matters, here’s what you do about it.
What We Talked About
We went deep on how email performance actually works. Not the copywriting part. Not the psychology. The mechanics. The infrastructure. The stuff that determines whether your best email ever written lands where people can see it or disappears into the void.
We talked about:
Why your sender reputation matters more than most people realize
What happens when you import a list incorrectly (and how to catch it)
How to keep your email health strong as you scale
What to look for if your deliverability starts dropping
Why the platforms you choose (ActiveCampaign, Kit, Substack, whatever) have different capabilities for protecting that health
The conversation was technical. But it was also practical. Matt has built his entire business around the reality that most founders and creators don’t know this stuff exists until they need it.
Why You Should Listen
If you’re building an audience and you send email, this is relevant. Not because you need to become an email infrastructure expert. But because you need to understand the baseline. You need to know when something’s off before it becomes a crisis.
Matt also has a gift for making complex things sound simple. That’s rare. And if you ever hit a deliverability wall, you’ll want to know who to call.
He’s building at deliverabilitynow.com. Subscribe to his newsletter. It’s good.
