Teardown
How Jenna Kutcher made $491,659 from one free webinar
She replaced her email sign-up ads with a comment, and sign-ups moved inside Instagram.
The short answer
Jenna Kutcher promoted a free webinar on Instagram and sent the sign-up link by DM to everyone who commented a keyword. 12,489 people signed up, 55.6% of them through chat funnels. 85% of commenters registered, 13% of them bought her course, and the campaign made $491,659.
By the Postkey team · Published
The numbers
Numbers are from the published case study and are self-reported. Results vary, and the tool used in the study was not Postkey.
- 85% of commenters registered, against a typical 30 to 40% on landing pages
- 12,489 sign-ups, 55.6% through chat
- 13% bought the course
- $491,659 in revenue
The funnel
- 01
Post about something free.
- 02
Ask for one keyword in the comments.
- 03
Send the registration link by DM, with no link in bio.
- 04
Ask for a name or email inside the chat.
Why it worked
In Jenna's words: "We're never inviting them off the app, never asking them to stop scrolling their newsfeed." No new tab, no form to find.
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 webinar link.
- 04
Switch on Ask for email if you want their address before the link.
- 05
Switch it on, then comment the keyword from a second account to see it work.
Questions
No. The rate that matters is how many commenters sign up, and that's what the DM improves.
Inside the 24-hour window after they last answered, yes. After that, use the email you collected.
It sends people to your registration link from the DM, so the page can stay. The DM just gets them there.