How do email opens factor into Orita's engagement models?

Opens are included in Orita's model, but they're weighted dynamically against other engagement signals. Because of Apple Mail Privacy Protection and similar measures from other inbox providers, it's difficult to distinguish a genuine open from one triggered automatically by email software. As a result, opens are consistently found to be less predictive of true engagement than clicks, site activity, and purchases (e.g. a specific customer's model might equate 15 opens = 1 click).

This reflects a broader shift in the industry, where Google has stated they don't factor open rates into deliverability algorithms, and other inbox providers have followed suit.

There are likely profiles included in your standard segments that have "opened" an email (whether by a person or by the inbox provider), that Orita ranks below profiles showing stronger behavioral signals.