"If you're not treating deliverability as revenue insurance, you're already losing money." — Matt

This Hot Seat episode puts Matt McFee, an email veteran and founder of Inbox Monster, under the microscope. Jacqueline digs into how he went from Wall Street and Yahoo to co-founding BriteVerify, acquired by Validity, and why he thinks most brands are still wildly underestimating deliverability. He unpacks why inbox placement is really a revenue insurance program, not just a technical hygiene task, and why the real customer "moment of value" usually happens months after the contract is signed.

Brought to you by Hightouch - the leading composable CDP and decisioning platform trusted by brands like Domino's, Chime, and Aritzia. 90% of customers have a real use case live within their first week, delivering world-class personalization at scale. Learn more at www.hightouch.com/msom.

Timestamps

01:03 – What would make Martech better?

05:22 – What 25 years in email have taught him about the inbox

07:32 – Lightbulb moment that led to found BriteVerify and Inbox Monster

11:58 – AI previews, creative rendering, and why annotations actually matter

15:48 – What marketers should be paying more attention to in deliverability

19:55 – Quantifying deliverability as a revenue insurance program for stakeholders

25:02 – Opinions on industry innovation and consolidation

28:23 – What vendors can do to better help marketers

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