Core Concepts

JustAI helps you create, test, and optimize personalized messaging at scale. This guide explains the key concepts you’ll work with in the platform.

Flows

A Flow is a sequence of connected touchpoints that form a user journey. Think of it as a workflow or journey that guides users through a series of messages.

Examples of Flows:

Onboarding sequence (Welcome → Feature highlight → Activation prompt)
Cart abandonment (Reminder → Discount offer → Last chance)
Re-engagement campaign (We miss you → What’s new → Special offer)

Flows let you orchestrate multiple Templates together and optimize the entire journey, not just individual messages.

Example: SaaS Trial Onboarding Flow

Day 0: Welcome Email
   ↓
Day 2: Feature Discovery
   ↓
Day 5: Case Study / Social Proof
   ↓
Day 10: Trial Ending Reminder
   ↓
Day 13: Last Chance Offer

Each step in this flow is a separate Template that JustAI optimizes independently while tracking the overall journey conversion.

Templates

A Template represents a single touchpoint in your messaging—one email, push notification, or SMS. It’s the core unit you build and optimize in JustAI.

Each Template contains:

Variants — Different versions of the message to test
Variables — The editable components of your message
Attributes — Audience segments for personalization
Themes — Tags that categorize your messaging approach
Optimization metric — The KPI you want to improve

Example: Welcome Email Template

Property	Value
Name	`welcome-email`
Channel	Email
Optimization Metric	Click rate
Attributes	`plan`, `signup_source`
Variables	`subject`, `preheader`, `headline`, `cta`
Variants	4 active variants

Variants

Variants are different versions of a Template’s content. JustAI tests these variants against each other to find what performs best for each audience.

You can create variants in several ways:

Manual creation — Write each variant yourself
AI generation — Let JustAI generate variants based on your input
Theme-based generation — Generate variants by specifying themes (e.g., “create 3 urgency-focused variants”)

Example: Welcome Email Variants

Variant	Subject Line	CTA	Theme
A	”Welcome to Acme — let’s get started"	"Start exploring”	`professional`
B	”You’re in! Here’s what to do first 🎉"	"Show me around”	`friendly`
C	”Your free trial starts now — don’t waste a day"	"Get started now”	`urgency`
D	”Join 10,000+ teams already using Acme"	"See why they love it”	`social-proof`

JustAI’s Auto-Tune automatically shifts traffic toward winning variants over time.

Attributes

Attributes are categorical user properties that define audience segments. JustAI uses attributes to personalize which variant a user sees.

Common attribute examples:

city — New York, San Francisco, London
plan — Free, Pro, Enterprise
lifecycle_stage — New, Active, At-risk, Churned
industry — Tech, Healthcare, Finance

How attributes work:

You define which attributes matter for a Template
JustAI learns which variants perform best for each attribute combination
Users automatically receive the optimal variant for their segment

Example: Attribute-Based Personalization

A fitness app uses these attributes for their upgrade campaign:

Attribute	Values
`fitness_goal`	Weight loss, Muscle gain, General health
`activity_level`	Beginner, Intermediate, Advanced
`subscription`	Free, Premium

What JustAI learns over time:

User Segment	Winning Variant	Why It Works
Beginner + Weight loss	Variant B (encouraging tone)	New users respond to supportive messaging
Advanced + Muscle gain	Variant D (data-driven)	Experienced users want metrics and progress tracking
Free + General health	Variant C (value-focused)	Price-sensitive users need clear ROI

Themes

Themes are user-defined tags that categorize the messaging approach or tone of your variants. Unlike attributes (which describe users), themes describe your content.

Common theme examples:

urgency — Limited time, act now
fomo — Don’t miss out, others are doing it
speed — Quick, instant, fast results
trust — Secure, reliable, proven
value — Save money, best deal

Using themes:

Tag existing variants with themes for organization
Ask AI to generate new variants by theme: “Generate 3 variants with a ‘social-proof’ theme”
Analyze which themes perform best for different audiences

Example: Theme Performance Analysis

After running a campaign, JustAI shows which themes resonate with different audiences:

Audience	Best Theme	Click Rate
Enterprise users	`trust`	12.4%
Startup users	`speed`	18.2%
Free trial users	`fomo`	15.7%
Churned users	`value`	9.1%

You can use these insights to generate more variants with winning themes for each segment.

Example: AI Theme-Based Generation

Prompt: “Generate 3 variants for the cart abandonment email using the urgency theme”

AI generates:

Variant	Subject Line
Urgency-1	”Your cart expires in 2 hours”
Urgency-2	”Items selling fast — complete your order”
Urgency-3	”Last chance: Your 15% discount ends tonight”

Variables

Variables are the individual components that make up a message. Each variable can be independently optimized.

Common variables for email:

Variable	Description
`subject`	Email subject line
`preheader`	Preview text shown in inbox
`headline`	Main heading in the email body
`body`	Primary message content
`cta`	Call-to-action button text
`section1`, `section2`	Modular content blocks

Selective optimization: You don’t have to optimize everything. Select which variables you want JustAI to test:

Optimize only subject and preheader to improve open rates
Optimize only cta to improve click-through rates
Optimize all variables for full message testing

┌─────────────────────────────────────────┐
│ subject: "Summer sale: 30% off everything"│
├─────────────────────────────────────────┤
│ preheader: "Plus free shipping on $50+"  │
├─────────────────────────────────────────┤
│                                         │
│  headline: "Your summer upgrade awaits" │
│                                         │
│  section1: [Hero image + main offer]    │
│                                         │
│  section2: [Product recommendations]    │
│                                         │
│  ┌─────────────────────────────────┐    │
│  │   cta: "Shop the sale"          │    │
│  └─────────────────────────────────┘    │
│                                         │
└─────────────────────────────────────────┘

Optimization settings for this template:

Variable	Optimize?	Reason
`subject`	✅ Yes	Test different hooks (discount vs. urgency vs. curiosity)
`preheader`	✅ Yes	Test complementary info vs. reinforcing subject
`headline`	❌ No	Keep consistent with brand voice
`section1`	❌ No	Static promotional content
`section2`	❌ No	Personalized product recs (handled separately)
`cta`	✅ Yes	Test action words (“Shop” vs. “Get” vs. “Claim”)

Optimization Metrics

Each Template is optimized toward a single key metric—the outcome you care about most.

Available metrics:

Metric	Best for
Open rate	Email engagement, subject line testing
Click rate	CTA effectiveness, content relevance
Conversion rate	Revenue, signups, purchases
Subscription rate	Newsletter growth, opt-ins
Custom events	App-specific actions

JustAI’s Auto-Tune uses your chosen metric to determine which variants are “winning” and automatically allocates more traffic to top performers.

Example: Choosing the Right Metric

Campaign Type	Recommended Metric	Why
Newsletter	Open rate	Primary goal is getting readers to engage
Product launch	Click rate	Drive traffic to landing page
Flash sale	Conversion rate	Direct revenue impact
Trial expiration	Subscription rate	Convert free to paid
Feature announcement	Custom event (feature_used)	Track actual adoption

Putting It Together

Here’s how these concepts connect:

Flow (Journey)
└── Template (Touchpoint)
    ├── Variants (Content versions)
    │   ├── Themes (Content tags)
    │   └── Variables (Message components)
    ├── Attributes (Audience segments)
    └── Optimization Metric (Success measure)

Full Example: E-commerce Cart Abandonment

Flow: Cart Abandonment Recovery (3 emails over 48 hours)

Template 1: Gentle Reminder (sent at +2 hours)

Component	Configuration
Attributes	`cart_value` (low/medium/high), `customer_type` (new/returning)
Themes	`helpful`, `reminder`
Variables to optimize	`subject`, `cta`
Metric	Click rate

Variants:

ID	Subject	CTA	Themes
V1	”You left something behind"	"Return to cart”	`reminder`
V2	”Still thinking it over?"	"Complete your order”	`helpful`
V3	”Your cart is waiting for you"	"Finish checkout”	`friendly`

Template 2: Incentive Offer (sent at +24 hours)

Component	Configuration
Attributes	`cart_value`, `customer_type`
Themes	`urgency`, `value`
Variables to optimize	`subject`, `preheader`, `cta`
Metric	Conversion rate