Playbook
How to collect emails without a landing page
People finish more often when they never leave the app.
The short answer
Offer something people want, send a DM with a button, ask for the email only, and send the link when they reply. On Jenna Kutcher's DM funnel, 85% of commenters registered, against a typical 30 to 40% on landing pages.
By the Postkey team · Published
The four steps
Numbers are from the published case study and are self-reported. Results vary, and the tool used in the study was not Postkey.
- 01
Name the reward in the post and in the question: "Reply with your email and I'll send the checklist."
- 02
Start with a button. Instagram lets you send one message until they answer, and the tap counts as an answer.
- 03
Ask for the email only. Every extra question loses people. Say how you'll use it, and keep to it.
- 04
Send the link when they reply. One Amy Porterfield reel brought in 2,650 emails.
Why the order matters
The tap opens a 24-hour window, so the question and the link can follow. After 24 hours from their last message, an automation can't write to them.
Build it in Postkey
Postkey is the most agentic DM automation tool. It works on the Free plan, and you can set this up by hand or ask ChatGPT or Claude to do it for you.
- 01
Connect your Instagram professional account with Meta's own sign-in.
- 02
Open DM automations and start a comment-to-DM automation. Choose one post or any post.
- 03
Type your keyword, then write the DM that sends your reward.
- 04
Keep the opening DM and its button, then switch on Ask for email.
- 05
Switch it on, then comment the keyword from a second account to see it work.
Questions
Yes, if you say what you'll send and keep to it.
They're saved on the contact in Postkey.
Yes, to send your newsletter. Postkey collects the address.