Justin Welsh made $1.5 million in six days from a single course launch in January 2024.

That’s not a typo.

Add that to the ~$4–6.5M he reportedly earned over the year, and the $10M+ he’s stacked since going solo, and you start to see why other creators look at his business the same way people stare at Everest. Impressive. Intimidating. Maybe a little out of reach.

Except here’s the twist:

There’s a chunk of revenue Justin hasn’t even touched yet.

And it’s sitting right beneath the surface of the one asset most creators completely underestimate - their email list.

I mapped out his entire funnel, reverse-engineered what’s working, and rebuilt it (hypothetically) using the Creator Engines methodology - the system I use to design fully automated, personalized sales engines for creators, consultants, and digital product businesses.

Justin didn’t ask me to do this. But the internet’s about to find out anyway.

The TL;DR:

Justin’s system is already smart.

It’s clean, it’s strategic, it’s profitable.

But it’s not fully automated.

And it’s not fully personalized.

The Creator Engine I mapped out could:

• Convert more of his cold subscribers to buyers

• Turn his weekly newsletter into a dynamic, revenue-driving machine

• Segment his sponsorships to boost placement value

• And unlock 20–40% more revenue without Justin having to log in and click “Send”

Let’s walk through what he’s doing well, what could improve, and why the real opportunity lies in the automation layer.

What Justin’s Already Crushing

Let’s give credit where it’s due.

Justin has:

• 1M+ followers across platforms

• 175,000+ newsletter subscribers

• 5,000 new email subscribers every month (mostly from Kit’s Creator Network)

Every product is mapped to a creator’s stage of growth:

• Content OS: beginners

• LinkedIn OS: general audience

• Creator MBA: scaling/advanced

• Unsubscribe: full-time builders looking for community

The funnel starts strong:

• Opt-in is frictionless.

• Thank-you page triggers a segmentation survey via RightMessage.

• Welcome email hits fast.

• Offer logic is baked in (via tags or custom fields in Kit).

It’s clean. Efficient. Crisp.

But it stops short.

Where the Creator Engine Comes In

After someone joins, Justin sends a simple welcome email, then drops them into his Saturday newsletter.

What if, instead, we built a dynamic welcome sequence - customized to their segment? A quick 3-day drip before the newsletter kicks in, using the RightMessage survey data.

• Day 1: A personal intro, segment-specific pain point callout, and an offer.

• Day 2: Justin’s story and credibility.

• Day 3: Set expectations for Saturdays, reinforce the value, offer again.

Boom. Personal, helpful, persuasive - and it runs on autopilot.

Then we drop them into the smart evergreen newsletter.

This isn’t a broadcast.

It’s not static.

It’s dynamic.

Pull in:

• A custom action item from a segment-specific bucket

• A testimonial mapped to their likely offer

• A soft pitch with a deadline

• A profile update prompt (via Kit Polls or RightMessage)

Every element is modular. Every element is dynamic.

So the newsletter feels handcrafted - without being manually sent.

Every 90 days, the system pauses the newsletter, pitches their next best offer (based on segment and purchase history), and - whether they buy or not - routes them back into the flow.

Over time:

• The content adapts to the reader

• The offers adapt to behavior

• The list prunes itself

• And the system sells quietly, without annoying anyone

Oh, and Sponsors?

This is the part most creators totally overlook.

Right now, Justin charges $2,500 per newsletter sponsorship slot.

But every reader - aspiring, scaling, full-time - is seeing the same ad.

That’s a missed opportunity.

If I were paying for a slot in Justin’s newsletter, I’d want to choose who sees it.

Aspiring solopreneurs? Scaling creators? Full-time pros?

Better yet, I’d want to tailor my pitch to each segment:

• Aspiring: invite them to a cohort

• Scaling: pitch my one-day service

• Full-time: promote my high-ticket offer

With Creator Engine logic, we could make that happen.

RightMessage already captures the data. Kit already stores it.

It’s just a matter of syncing the pipes.

Give sponsors access to the same personalization you use in your own business, and you’ve just increased the value of a placement - without increasing your workload.

And Then Brennan Dunn Jumped In…

After I posted the teardown, it caught the attention of Brennan Dunn - founder of RightMessage, and the guy who helped set up Justin’s funnel.

He responded publicly, noting that quite a bit of the personalization is already in place behind the scenes. That includes smart CTA footers in the Saturday emails and routing subscribers to personalized sales pages.

He also shared a private case study from a Creator MBA launch they ran together. They tested what happens when you personalize emails and the sales page vs. sending the default to everyone.

Here’s what happened:

• They split-tested Justin’s list:

• 85% received personalized emails + pages

• 15% got generic versions

• The personalized group:

• Was 38% more likely to buy

• Had 118% higher checkout completion rates

That uplift alone added $650,000 in additional revenue - from personalization.

Most of the effort?

Just writing different pitch variants and syncing the data from RightMessage to Kit. The setup took about an hour.

The Bottom Line

Justin’s already done the hard part - he’s built the audience, earned the trust, created the products, and made millions.

But the backend can do more of the heavy lifting.

The personalization doesn’t stop at launches.

It belongs in the welcome.

The newsletter.

The offers.

The testimonials.

Even the sponsorships.

That’s the Creator Engines philosophy.

And with the right architecture in Kit, it’s not only possible - it’s plug-and-play.

Want me to build one for your business? Let's talk.