Test Prep Insight — Kit Email Architecture & Segmentation Build

Test Prep Insight had subscribers coming in across multiple test prep verticals with zero segmentation behind them. Every subscriber, regardless of which exam they were preparing for or where they were in their journey, landed in the same sequence and received the same content. At small list sizes that's manageable. At scale, it's a churn machine - because relevance is the only thing that keeps a subscriber reading past week two.

The existing setup had no mechanism to distinguish intent, vertical, or behavior. There was no tag logic, no conditional routing, and no way to deliver personalized content without rebuilding from scratch each time a new vertical was added.

The brief was to build a system that could scale with TPI's content library, not just solve today's segmentation problem, but create a foundation that didn't require a rebuild every time a new test prep vertical launched.

Built entirely inside Kit over four weeks, with Stripo-designed templates, the system included:

A tag taxonomy mapped to each test prep vertical, structured so new verticals slot in without disrupting existing automations

Entry automations triggered by both form submissions and link clicks, capturing intent at multiple touchpoints rather than relying solely on opt-in source

Form connections wired across multiple landing pages, each feeding the correct entry point without cross-contamination between verticals

Conditional branching logic that routes subscribers based on behavior inside the sequence, not just how they entered

Link-action-based segmentation that reads click behavior as intent signals and adjusts routing accordingly

Subscribers are now routed into tailored sequences based on their specific test prep goal and demonstrated behavior not just which page they landed on. The architecture is modular: adding a new vertical means extending the existing tag and automation structure, not rebuilding it. TPI has a segmentation foundation that grows with their content library rather than working against it.

Most Kit setups treat tagging as an afterthought - tags get added reactively as the list grows and quickly become unmanageable. This build started with the taxonomy. Every tag, every trigger, every branch was mapped before a single automation was activated, which means the system is clean enough for TPI to self-manage without needing a developer every time something needs updating.