Criquet Shirts, the 10-year-old Austin apparel brand, has a sharp retention program led by Zach Scheimer, a Klaviyo Champion. SMS is powerful but unforgiving, since every text carries a cost, and sending to the wrong audience burns money fast. Orita told Criquet who was actually worth a text on any given day, so over four months SMS revenue climbed while credits dropped, and the team could stop hand-building segments.

Four-month pre and post comparison, measured by Orita.

Criquet runs a sophisticated retention program. But segmentation is deep, never-finished work: keeping it optimized week after week is exactly the kind of task that slides down the list, on any team, when there is always something more urgent to ship.

SMS raises the stakes. Every text carries a cost, so sending to people who were never going to buy is money spent for nothing. Doing it well means knowing who is worth a text this week, and getting that right by hand or with generic rules like 30-day engaged, on every send, is hard.

Orita builds a custom model for each brand and scores every Klaviyo profile every day on how likely they are to engage, then syncs those Engagement Levels right into Klaviyo. For SMS, that answers the only question that matters when each send costs money: who is worth a text today?

Instead of hand-building 60 and 90-day windows, Criquet layers Orita's tiers onto its sends and lets the model do the sorting. Because it re-scores every profile automatically each day, the segments stay accurate without anyone maintaining them.

Over a four-month before-and-after, the efficiency showed up on both sides of the ledger: SMS revenue up 14% while SMS credits used dropped 8%. More revenue from fewer texts.

That means the Criquet team can invest even more in SMS as the performance improves. 

The other big win for the Criquet team was focus. With the segmentation layer handled, the team spends its time on strategy, creative, and campaigns instead of rebuilding audiences by hand.

"Segmentation is deep, ongoing work, and it's the kind of thing you want handled reliably and expertly. With Orita, we're not blasting one-time buyers who just happened to land in a segment. We've seen better revenue numbers, a lot more efficiency, and maybe most importantly the team gets to focus on the stuff we’re the experts in."

— Zach Scheimer, Head of Martech Operations, Criquet Shirts (Klaviyo Champion)

Orita layers on top of Klaviyo and is live in about a day. When every send has to earn its keep, we tell you who on your list is actually worth reaching. Brands can get a free 30-day trial for a limited time. Orita.ai/sms

Orita’s AI Customer Segmentation helps brands drive profitable growth by sending messages when people actually want to hear from them, across email, SMS, and direct mail. We’re a Klaviyo Premier Partner, and serve hundreds of brands, including Spanx, AG1, Beyond Yoga, and Caraway.