Teardown
How Mindvalley got 522% more sign-ups by dropping the link in bio
A 1.3 million follower brand stopped sending people to a link in bio and moved sign-ups into the DM.
The short answer
Mindvalley asked people on posts and Stories to DM a keyword, such as energy, for a free masterclass. An automation offered two choices: sign up, or learn more first. Masterclass sign-ups rose 522%, reply time fell 99%, and they added 7,296+ contacts in a 2021 campaign.
By the Postkey team · Published
The numbers
From a 2021 campaign. Numbers are from the published case study and are self-reported. Results vary, and the tool used in the study was not Postkey.
- 522% more masterclass sign-ups
- 99% drop in reply time
- 7,296+ new contacts
The funnel
- 01
Stories and posts ask for one word.
- 02
The DM gives two choices: sign up, or learn more first.
- 03
Curious people get key takeaways and FAQs, then the sign-up link.
- 04
A real person can step in at any point.
Why it worked
Before, questions sat in a busy inbox and people lost interest. Now they got an answer in seconds. Fewer steps between interest and sign-up meant more sign-ups.
Build it on your Stories in Postkey
Postkey is the most agentic DM automation tool. Story replies work on the Free plan.
- 01
Connect your Instagram professional account.
- 02
Open DM automations and choose any story or one story.
- 03
Type the keyword people reply with.
- 04
Write the DM with a button, then your link.
- 05
Switch it on and test it from a second account.
Questions
Yes. A reply to your Story arrives in your DMs, so an automation can answer it right away.
For 24 hours after their message, as Instagram allows.
The numbers are old, but the idea is the same: fewer steps, faster answers.