Plan It Expo: Cold Email Engine & Proximity Lead Routing
A complete outbound system for an event company: cold email infrastructure on Instantly — domains, inboxes, warmup — plus GoHighLevel automations that auto-sort fresh leads to the nearest show.
- Project Name
- Plan It Expo
- Headquarters
- —
- Industry
- Events & Expos
- Timeline
- —
Plan It Expo runs events across multiple markets, which creates a very specific growth problem: filling each show means reaching the right businesses in the right geography, over and over, without an army of salespeople doing manual outreach. The answer was a cold email engine on the front end and location-aware automations on the back end.
The outbound infrastructure
We built the sending system from the ground up in Instantly: secondary sending domains so the primary domain's reputation was never at risk, SPF/DKIM/DMARC authentication on every domain, dedicated inboxes warmed for weeks before launch, and verified prospect lists segmented by market. Campaigns ran sequenced touches with A/B-tested copy, at volumes the infrastructure could sustain without tripping spam filters.
The routing automations
Replies and inquiries flowed into GoHighLevel, where intake workflows did the sorting no human should do by hand: read each fresh lead's location, match it to the nearest show's territory, tag and assign it, and kick off follow-up referencing the right event. Leads that didn't match a territory fell into a monitored catch-all instead of disappearing — so every raised hand got a response while the interest was still warm.
The combination matters more than either half: outbound creates the pipeline, and the routing automations make sure it lands with the right show at the right moment. We've written up the proximity routing playbook in detail, and we build the full system through our cold email and lead generation service.