Texas Black Expo: $37K from One Funnel and 4,153 Registrations

The Metrics

$37,190 generated from a single luncheon funnel
$13,875 in total email revenue
4,153+ registrations captured
65,406 emails delivered
14,124 opens across all campaigns and flows
2,187 clicks driving real action
147 orders generated through email alone
33.63% open rate on cart abandonment flows

Before: Everything Looked Fine on the Surface

Texas Black Expo's marketing wasn't broken in the obvious way.

There were emails going out. Landing pages existed. There were multiple events — a luncheon, a tradeshow, sessions, a concert. On paper, everything was "there."

Underneath was a different story.

Every event was operating like its own island. The luncheon had its own emails. The tradeshow had its own landing page. The concert had its own signup form. None of them talked to each other. No unified email and SMS strategy. No unified journey from "I'm interested" to "I just bought a ticket."

Campaigns were going out — but without a system behind them. It was firing arrows in the dark and hoping one hit. Some did. Most didn't. The ones that did, nobody could tell you why.

Flows existed in Klaviyo but weren't doing much. A welcome email here. A reminder there. Nothing that captured intent and pushed people toward a decision.

So while there was plenty of activity — emails sent, pages built, events listed — there was no machine. No system that took a stranger and turned them into a ticket buyer in a predictable, repeatable way.

That's where most event marketing dies. Not from lack of effort. From lack of architecture.

After: A System That Actually Converts

Let me show you what changed.

$37,190 from one funnel. The luncheon alone — one event, one funnel, one clear path from interest to purchase — generated more than most event marketers spend on their entire email platform for a year.

4,153 registrations captured through the concert funnel. Not just attendees. A pipeline. Every one of those people is now in the system, tagged, segmented, and ready to be marketed to for the next event.

$13,875 in email revenue across 65,406 emails delivered. What matters about that number isn't the volume — it's that the revenue came from a system, not a blast. Campaigns drove reach. Flows captured behavior. Funnels converted demand. Each layer did its job.

The cart abandonment flow alone hit a 33.63% open rate and a 10.18% click rate with a 30%+ click-to-open ratio. Those aren't cold traffic numbers. Those are people who were already halfway in — and the flow pulled them across the line.

What We Actually Built

A three-layer system. Not "more emails."

Layer 1 — Campaigns that drive attention

The job of campaigns wasn't to sell. It was to get the right people into the ecosystem. Over 53,000 campaign emails went out, each designed to create awareness and push toward a specific event page or registration form.

Most event marketers get this part wrong. They treat campaigns like the whole strategy: send, hope for click, pray for purchase. That's not a system. That's a lottery.

Our campaigns had one job — get people to raise their hand. Combined with a paid media strategy driving traffic to event pages, the selling happened in the next two layers.

Layer 2 — Flows that capture intent

This is where the real money was.

Instead of relying on campaigns alone, we built behavioral flows that fired when someone showed intent. Visited a page? Flow. Added to cart but didn't buy? Flow. Registered for one event but not another? Flow.

The cart abandonment flow became one of the strongest performers in the entire system:

33.63% open rate — timing was right
10.18% click rate — message matched the moment
30%+ click-to-open — content was relevant, not just opened

The workflow campaigns — automated sequences that ran based on behavior, not the calendar — hit 33.73% open rates and 5.20% click rates. Beat broadcast campaigns by a mile.

When the message matches the moment, people act. It's that simple.

Layer 3 — Funnels that convert demand

Each funnel had a different job. That was intentional.

Luncheon Funnel — Revenue driver. High-ticket tables plus individual seats. One clear path: learn about the event, see who's speaking, pick your table, buy. No distractions. No sidebar links. One funnel, one goal. → $37,190 generated.

Agenda Funnel — Mid-tier conversion. Package-based offers driving structured purchases. "Pick your sessions" bundled into day passes and VIP packages. → $19,125 in revenue.

Coffee & Conversation — Entry point. Lower ticket, higher accessibility. The job here wasn't to make money — it was to bring people into the ecosystem. Get them in the door. Get them tagged. Get them into a flow. → 4.13% conversion rate, and every registrant became a warm lead for the higher-ticket events.

Concert Funnel — Scale engine. Volume play. Free or low-cost registration designed to capture as many people as possible. → 4,153+ registrations captured, each now tagged by interest in Klaviyo, ready for retargeting on the next event.

Each funnel played a different role. Together, they worked like a system — not separate pages floating on the internet hoping someone would stumble in.

What This Proves

Event marketing doesn't fail from lack of traffic. It doesn't fail from sending too few emails. It doesn't even fail because the events aren't good enough.

It fails from lack of system.

No journey from "I heard about this" to "I just bought a ticket." No follow-through when someone shows interest but doesn't convert. No architecture connecting events into a single coherent marketing machine.

Texas Black Expo had the events. The audience. The brand. What they didn't have was the connective tissue — the flows, funnels, segmentation, behavioral triggers that turn scattered marketing into a revenue system.

Once we built that, the numbers spoke for themselves.

$37K from one funnel. 4,153 registrations. $13,875 in email revenue. A system that doesn't just work for one event — it compounds for every event after.

The Phoenix: $15.8M in Email Revenue Over 31 Months — Our most in-depth email case study. Flows, segmentation, and deliverability that drove half a store's revenue.
The Phoenix Paid Media: 3x Revenue on $23M Ad Spend — Full-funnel paid media architecture delivering 75,000+ orders across Google and Meta.
RealGreek.com: 220% YoY Revenue Growth — Another community-driven brand where understanding the audience's calendar unlocked the growth.

Want This for Your Events or eCommerce Brand?

We build marketing systems that connect campaigns, flows, and funnels into one machine. Whether you're running events, selling products, or both — the architecture is the same.

Book a call with Mark — 15 minutes, no pitch deck. We'll look at what you've got and tell you what's missing.

Mark Cijo is the founder of GOSH Digital, a Klaviyo Gold Partner agency that's driven $70M+ in revenue for 150+ brands through email, SMS, paid media, and conversion systems. He's managed $23M+ in ad spend and built marketing machines for brands across eCommerce, events, health & wellness, fashion, and more.

Texas Black Expo