What is an Orita Engagement Score?

The Orita Engagement Score is a numeric value from 0-100 that Orita assigns to every active profile in your Klaviyo account, refreshed regularly. The score represents how likely that profile is to engage positively with an email today with 100 being most likely and 0 being least.

The five Engagement Levels (Highly, Moderately, Slightly, Rarely, Not Engaged) are buckets of these scores: Highly Engaged sits at the top of the scale, Not Engaged at the bottom. You can find the Engagement Scores listed near each Engagement Level in the Orita Dashboard. In Klaviyo, the Engagement Score is stored as a profile property so it can be used when building a segment.

How to use it For most campaigns, Engagement Levels are usually the preferred option. They're simpler and handle the vast majority of audience decisions effectively. However, you can use Engagement Scores when you want more precision than what the Engagement Levels allow. Some example use cases could be:

• Targeting the "best of the worst." Include only the highest-scoring profiles within a lower tier, like the top portion of Slightly or Rarely Engaged, to message more profiles without sending to the whole tier.
• Gradual audience expansion. Walk a score threshold down step by step (e.g., 70 → 65 → 60) to test whether each new tranche meaningfully contributes to revenue before committing to a broader audience.
• Win back segments. Layer a lapsed-customer condition (e.g., "purchased at least once but not in the last 6 months") with an Engagement Score range. The score lets you separate lapsed but reachable from lapsed and gone — and a tightly targeted win-back helps you gauge performance across different portions of your list with smaller segments that limit deliverability damage.