Nareg runs TestPrepInsight.com - a well-built content and affiliate site covering professional exam prep (CFA, LSAT, GMAT, NCLEX) and language learning (Spanish, French, German, Italian, Japanese). Good content. Solid traffic. A growing email list.

The problem wasn't acquisition. The problem was what happened after someone opted in.

A CFA Level 3 candidate deep in exam prep and a complete beginner looking for a Spanish app to use on holiday were landing in the same welcome sequence. Receiving the same emails. Getting the same pitch. That's not personalisation, that's a missed conversation.

The diagnosis

The job post asked for form placement advice. The real issue was what the forms were triggering - or rather, weren't.

There was no mechanism to understand who had just subscribed, what they were preparing for, or how urgently they needed help. Without that, every email sent to the list was essentially a guess.

The fix

A full segmentation architecture was built inside Kit, two opt-in forms with dropdown fields that captured intent at the point of sign-up, conditional automation logic that routed each subscriber into the right sequence based on their selection, and three separate CFA welcome sequences (one per exam level) alongside a dedicated language sequence.

A third layer of intent data was gathered behaviourally inside Email 3, where a single link click silently tagged each subscriber as early research, actively studying, or exam imminent - no surveys, no friction.

The result was 13 tags, 4 sequences, and 12 active automations covering every path across both verticals.

The results

Every subscriber path was QA-tested end to end across all seven dropdown options and all intent link actions - zero cross-contamination between sequences, zero subscribers misrouted.

The entire architecture was built with Phase 2 expansion in mind, meaning LSAT, GMAT, French, German, and every other vertical on the roadmap can be added by duplicating a proven structure rather than rebuilding from scratch.

The system went from one generic welcome sequence to a fully segmented, behaviourally-qualified lead capture engine - without adding a single extra step for the visitor.