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What is the Orita Incremental Test and how do I run it?

We recommend using the Incremental Test on the first 3-4 campaigns while onboarding with Orita. The test runs in parallel with your existing sends — your standard campaigns go out exactly as they always have, and a cloned version targets the additional profiles Orita identifies on top of your regular audience.

Step 1: Schedule your standard campaign as usual.

  • Send to your standard campaign segments (buyers, nonbuyers, engaged, VIPS, etc.) with all your normal exclusions in place. Don't change anything about your existing campaign strategy.

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Step 2: Clone the campaign after scheduling.

  • Clone the campaign you just scheduled and rename the clone clearly (e.g., Best Sellers Push – Orita Test) so it's easy to track.

Step 3: Swap the segments in the Orita version.

  • Remove your standard segments from the cloned campaign, and replace them with the Orita: Grow and Orita: Highly Engaged segments. Depending on your standard audience size, we may recommend sending to Orita Moderately Engaged as well.

  • Limit the exclusion audiences to strictly necessary ( e.g. bounce exclusions, do not mail audiences, etc.) Don’t include any low engagement or domain specific exclusions.

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Step 4: Turn on Smart Send and schedule the Orita version.

  • Smart Send automatically skips anyone who already received the original send, so the clone only reaches the net-new profiles Orita identified. Schedule it for 5 minutes after the original goes out.

Step 5: Repeat for 2-3 additional campaigns

  • Run the same clone-and-swap process for a few campaigns. Orita's segments are dynamic — profiles move in and out daily — so repeating the test gives a more stable, reliable picture of incremental opportunity than a single send would.

What should I look for when reviewing results?

  • After each test day, look at the incremental profiles reached: how many were found, how many clicked, how many purchased and what was the attributed revenue.

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Other outcomes to expect:

  • Open rates on some incremental profiles may be lower than usual. These profiles sit at the margins of your typical audience, so this is normal and not a deliverability issue.
  • Engagement metrics and the number of incremental profiles Orita identifies will vary across sends. This is expected — Orita's segments are dynamic and shift daily. And the size of your audience may also shift, based on your content and audience targets.
  • If the test campaigns surface only a small number of incremental profiles, that's OK. This isn’t a bad thing, it means you're already reaching a lot of the right people. The logical next step is identifying which profiles in your existing audience shouldn't be receiving emails. And we’ll tackle that in the next phase of onboarding.