---
title: Does Orita's model take into account the content or category of an email when deciding who to send to?
description: Orita focuses on segmentation, not content. It predicts whether someone will engage if emailed today — then you layer your own content, affinity, or demographic segment conditions on top.
---

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# Does Orita's model take into account the content or category of an email when deciding who to send to?

**No, our models focus exclusively on segmentation, not content.**

Orita's model answers one question: if you send this person an email today, how likely are they to engage and/or purchase? It does not factor in the subject matter, product category, or creative of the email.

You can layer Orita’s Engagement Levels on top of your own content or affinity segments. The Engagement Levels remove the need for recency conditions used in standard marketing segmentation (e.g. clicked X in last Y, active on site X in last Y), but still allows you to customize other segmentation conditions around customer interests, personas, demographics, etc.

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