Laundry Sauce, the premium laundry and home-scent brand, was already growing fast, with its retention program run by Jetset, a top agency that handles CRM for leading 8- and 9-figure brands. Three months in, Jetset had rebuilt the foundation of the program and it was delivering real revenue lift. Many brands hit a plateau where engagement windows and RFM segments describe what a customer did, not what they'll do next. Jetset brought in Orita to replace those rules with a model that predicts who actually wants the next email, then ran it head to head against the legacy segments. Revenue per email climbed more than 5x.

A strong program, and the ceiling every ESP builds in

Laundry Sauce doesn't have an email problem. The brand is growing fast, knows its customers cold, and hands its retention program to Jetset, a premium retention agency that fully manages programs for the most complex brands in the space. Within a few months Jetset had rebuilt the CRM foundation, and it was already producing meaningful revenue.

The ceiling wasn't strategy or creative. It was the inputs themselves.

Every ESP offers the same two levers for audience building: engagement windows (clicked in the last 30, 90, 180, 365 days) and RFM scores. Both are backward-looking by construction. A window is an arbitrary boundary that treats every signal inside it as equal, and RFM ranks past value rather than present intent. Jetset had tuned both about as far as they go, which is exactly how it became clear that the remaining upside wasn't in better rules. It was in a different input.

Because no window catches the buyer who's ready but hasn't clicked lately, having had plenty of detergent until she didn't. And none of them catch the one-time purchaser about to subscribe.

Jetset implemented a predictive layer that knows who's ready today

Jetset made the call: reframe segmentation around real purchase intent, and bring in Orita to provide the data layer.

Orita builds a custom machine-learning model for each brand on hundreds of millions of engagement signals. What sets it apart from RFM and other scoring tools is that the model is causal. Rather than grabbing attribution, it answers the harder question: if we send this email, will it actually move this customer toward a purchase? Scores update daily and sync into Klaviyo as Laundry Sauce's own segments.

Jetset ran the new segments in parallel against the legacy engagement-window audiences, then tuned the scoring against revenue outcomes rather than engagement. That tuning is what turned a good signal into a segment structure the program could actually run on.

That allowed everyone to do what they do best. Laundry Sauce is the brand customers love. Jetset owns the strategy, creative, and program leadership, and no longer hard-codes who counts as "engaged." Orita scores who's ready today.

A healthier list, sharper journeys, and revenue per email up more than 5x

• A healthier list. Emailing the right audience cut needless unsubscribes and lifted deliverability, and Orita cleared more than 27,000 bots that were adding risk and cost. Customers who might have dropped off stay on the list for abandoned-cart and other flows, so the program compounds over time.

• Sharper journeys. A daily intent score changes what a journey can respond to. Instead of branching on recency, Jetset maps the program to purchase readiness, so the right message meets the customer at the right point in the cycle.

• Profitable growth. Against the legacy segments, the intent-based segments delivered 4x to 6x higher revenue efficiency and more than +525% revenue per email, contributing 2.5x more total revenue while reaching a smaller audience. 

“The results Jetset and Orita achieved speak for themselves.”

“Our team is extremely close to our customers, so we're careful about what we let into the program. Jetset is the best in the business. They earned the call, made it, and backed it with a real test. I was skeptical a model could read our customers this well, but the results speak for themselves. Orita's custom model changed how we send, and revenue per email is up more than 520%."

Ian Blair, CEO, Laundry Sauce

“We're accountable for the whole retention P&L, so we're deliberate about what we add. Most tools claim incrementality; we make them prove it, and Orita did. Predictive intent is a different input, and Orita's signal was one we could tune against revenue rather than engagement. It's now core to how the program targets, and we're finding deeper ways to use it."

Bre Barkley, Lead Retention Strategist, Jetset

Want similar results? Jetset brings the strategy, Orita brings the right audience

Jetset builds the program; Orita tells it who to reach today. Talk to Jetset about how CxRM™ can increase LTV for your brand at jetset.io/contact, or start a free Orita engagement audit at orita.ai/audit.

About Orita

Orita is one of Klaviyo's Premier Partners. Our 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.

About Jetset

Jetset is the full-service retention partner for fast-growth to enterprise brands like Laundry Sauce, Bombas, and BarkBox. The agency leads CxRM™ for its clients: combining world-class retention with enterprise CX to grow LTV, reduce churn, and create customer experiences worth talking about.