Instagram DM campaigns convert followers into customers by automatically sending the right message at the right moment. These 10 playbooks give you complete automation flows — trigger, message, and follow-up — that you can copy and launch in minutes. Each playbook is organized by goal: sales, lead generation, or engagement.
Unlike individual message templates, these playbooks show you the entire campaign architecture. You’ll see exactly what triggers the automation, what message gets sent, and what happens next. Copy the templates, customize for your brand, and start automating.
TL;DR
Sales campaigns: Send coupon codes, promote products, share affiliate links — convert engagement into revenue instantly.
Lead generation: Deliver free resources, book discovery calls, capture emails — build your list while you sleep.
Engagement campaigns: Run giveaways, answer FAQs, welcome new followers — turn casual followers into loyal fans.
Setup time: 5-10 minutes per campaign with a tool like CreatorFlow.
Sales Campaigns
These campaigns turn Instagram engagement directly into revenue. When followers comment or DM keywords, they receive purchase links, discount codes, or product recommendations automatically.
1. Coupon Code Campaign
Goal: Convert interested followers into buyers with exclusive discounts.
Best for: E-commerce brands, Shopify stores, product-based businesses.
Trigger: Someone comments “CODE” or “DEAL” on your post.
Message Template:
Hey! Thanks for your interest!
Here's your exclusive 20% OFF code: INSTA20
Shop here: [Your Store Link]
Code expires in 48 hours!Follow-up (24 hours later):
Hey! Just checking — did you get a chance to use your discount code?
Let me know if you have any questions about our products!Pro tip: Create unique codes for different posts (REEL20, STORY15) to track which content drives the most sales.
See full coupon campaign setup
2. Product Launch Campaign
Goal: Drive traffic to new products when you drop them.
Best for: Creators with merch, course creators, e-commerce brands launching new items.
Trigger: Someone comments “NEW” or “LINK” on your launch post.
Message Template:
The [Product Name] just dropped!
Here's your direct link: [Product Link]
First 50 orders get free shipping — use code LAUNCH at checkout.Follow-up (if no purchase in 48 hours):
Hey! Noticed you were interested in [Product Name].
We're down to the last few — wanted to make sure you didn't miss out!
Grab yours: [Product Link]Pro tip: Post a Story 2 hours after your feed post telling followers to comment “NEW” for the link. Double your reach.
See full product campaign setup
3. Affiliate Link Campaign
Goal: Send affiliate links instantly when followers ask about products.
Best for: Amazon influencers, LTK creators, product reviewers, lifestyle influencers.
Trigger: Someone comments “LINK” or asks “Where did you get that?”
Message Template:
Thanks for asking! Here are the links:
[Product 1]: [Affiliate Link]
[Product 2]: [Affiliate Link]
[Product 3]: [Affiliate Link]
These are affiliate links — I earn a small commission if you purchase (no extra cost to you)!Follow-up (optional):
Hey! Did you end up getting [Product]?
I'd love to know what you think — feel free to tag me in your Stories!Pro tip: Create different keyword triggers for different product categories. “SKINCARE” sends skincare links, “OUTFIT” sends fashion links.
See full affiliate campaign setup
Lead Generation Campaigns
These campaigns build your email list and book calls automatically. Instead of manually responding to every inquiry, you capture leads while focusing on content creation.
4. Lead Magnet Delivery Campaign
Goal: Grow your email list by delivering free resources via DM.
Best for: Coaches, educators, course creators, consultants with PDF guides or freebies.
Trigger: Someone comments “GUIDE” or “FREE” on your post.
Message Template (Email capture first):
Hey! Thanks for wanting the free guide!
Quick question — what's your email so I can send it over?[After they reply with email]
Perfect! Here's your free [Guide Name]:
[Download Link]
I also sent it to your email in case you want to save it for later!Pro tip: Mention “I’ll also send you weekly tips” to set expectations for email follow-ups.
See full lead magnet campaign setup
5. Discovery Call Booking Campaign
Goal: Book consultation calls automatically when followers show interest.
Best for: Coaches, consultants, service providers, agencies.
Trigger: Someone comments “CALL” or “BOOK” or DMs asking about your services.
Message Template (Lead qualification first):
Hey! Thanks for your interest in working together!
Before I send my calendar, quick question — what's your biggest challenge right now with [your niche]?[After they respond]
That's exactly what I help with!
Here's my calendar — grab a free 15-minute call: [Calendly Link]
What's the best email to send the confirmation to?Follow-up (if no booking in 48 hours):
Hey! Just following up — I still have a few spots open this week if you want to chat.
No pressure, just wanted to make sure you saw the link: [Calendly Link]Pro tip: Add qualifying questions to filter tire-kickers. “What’s your budget range?” or “When are you looking to start?”
See full booking campaign setup
6. Email-First Capture Campaign
Goal: Capture emails before delivering any value — prioritize list building.
Best for: Newsletter creators, email-first businesses, anyone building an owned audience.
Trigger: Someone comments a keyword on your post.
Message Template:
Hey! I'd love to send you [the resource/link/info].
What's the best email to reach you?[After they reply with email]
Perfect! Just sent it over.
While you're here, I share [weekly tips/exclusive content/behind-the-scenes] with my email list. You're now on it!
Check your inbox!Pro tip: Frame the email ask as giving them something (“so I can send it”) rather than taking (“give me your email”).
See full email capture campaign setup
Engagement Campaigns
These campaigns build community and loyalty. They turn passive followers into active participants who feel connected to your brand.
7. Giveaway Entry Campaign
Goal: Automate giveaway entries and maximize participation.
Best for: Any creator running contests, brand collaborations with giveaway prizes.
Trigger: Someone comments “ENTER” or tags a friend on your giveaway post.
Message Template:
You're entered to win [Prize]!
Want a BONUS entry? Share this post to your Story and tag me — I'll add 5 extra entries for you!
Winner announced [Date]. Good luck!Follow-up (to winner):
CONGRATULATIONS! You won [Prize]!
DM me your shipping address and I'll get it sent out this week!Pro tip: Require following + commenting to enter. The automation confirms entry, which increases perceived value and completion rates.
See full giveaway campaign setup
8. FAQ Auto-Reply Campaign
Goal: Answer common questions instantly without manual replies.
Best for: E-commerce (sizing, shipping), service providers (pricing, process), anyone getting repetitive DMs.
Trigger: Someone DMs keywords like “PRICE,” “SHIPPING,” “SIZE,” or “HOW.”
Message Templates (by keyword):
“PRICE” trigger:
Our [Product/Service] pricing:
[Tier 1]: $X
[Tier 2]: $X
[Tier 3]: $X
Want me to help you pick the right option? Just reply!“SHIPPING” trigger:
Shipping info:
US orders: 3-5 business days (free over $50)
International: 7-14 business days ($15 flat rate)
Order tracking is sent to your email within 24 hours of shipping!Pro tip: End FAQ replies with a question (“Want me to help you pick?”) to keep the conversation going.
9. Welcome New Followers Campaign
Goal: Make new followers feel seen and start building a relationship immediately.
Best for: Personal brands, community builders, anyone who wants to stand out from other accounts.
Trigger: Someone follows your account.
Message Template:
Hey! Thanks for following!
I share [what you post] every [frequency].
Quick question — what brought you here? I'd love to know what content you're most interested in!Follow-up (if they respond):
Love it! I actually have a [free resource/guide/video] on that exact topic.
Want me to send it over?Pro tip: Keep welcome messages conversational, not salesy. The goal is relationship building, not immediate conversion.
See full welcome campaign setup
10. Story Engagement Campaign
Goal: Turn Story replies and poll responses into DM conversations.
Best for: Anyone posting Stories regularly, especially Q&As, polls, and interactive content.
Trigger: Someone replies to your Story or votes on a poll.
Message Template (Poll response):
Thanks for voting on my poll!
Since you picked [their choice], I think you'd really like [related content/product/resource].
Want me to send the link?Message Template (Story reply):
Hey! Thanks for the reply!
[Personalized response based on what they said]
By the way, I have a [free guide/resource] on this if you want it!Pro tip: Use Story polls to segment your audience. “Are you a beginner or advanced?” Then send different resources based on their answer.
How to Choose Your First Campaign
Not sure where to start? Here’s a decision framework:
If you sell products: Start with the Coupon Code Campaign (#1). It’s the fastest path to revenue.
If you’re a coach or consultant: Start with the Discovery Call Booking Campaign (#5). Fill your calendar first.
If you’re building an audience: Start with the Lead Magnet Delivery Campaign (#4). Build your email list while your Instagram grows.
If you’re an affiliate marketer: Start with the Affiliate Link Campaign (#3). Stop copying and pasting links manually.
If you want more engagement: Start with the Story Engagement Campaign (#10). Stories are where conversations happen.
Campaign Stacking: Running Multiple Playbooks
You can (and should) run multiple campaigns simultaneously. Here’s how they work together:
Sales stack:
- Coupon Code Campaign on promotional posts
- Product Launch Campaign on new drops
- Affiliate Link Campaign on review content
Lead gen stack:
- Lead Magnet Campaign on educational posts
- Discovery Call Campaign on testimonial posts
- Email-First Campaign on all other content
Full funnel stack:
- Story Engagement → captures attention
- Lead Magnet Delivery → builds email list
- Discovery Call Booking → converts to sales
The key is using different keywords for different campaigns. “GUIDE” triggers your lead magnet, “CALL” triggers your booking flow, “CODE” triggers your discount.
Setting Up Your Campaigns
Each playbook above takes 5-10 minutes to set up with an automation tool. The process:
- Choose your trigger — keyword, comment, story reply, or new follower
- Write your message — copy from templates above, customize for your brand
- Add follow-up — optional second message if they don’t convert
- Activate — turn on the automation and let it run
Tools like CreatorFlow use Meta’s official Instagram API, so your automations are safe and compliant. No password sharing, no ban risk.
For detailed setup instructions on each campaign type, check our complete DM automation guide.
FAQ
What’s the difference between templates and playbooks?
Templates are individual messages you copy and paste. Playbooks are complete campaign architectures — the trigger that starts the automation, the message that gets sent, the follow-up if needed, and the goal you’re trying to achieve. Playbooks show you how the pieces fit together.
Can I combine multiple campaigns?
Yes. Most creators run 3-5 campaigns simultaneously using different keyword triggers. Your coupon campaign might use “CODE,” your lead magnet uses “GUIDE,” and your booking flow uses “CALL.” They don’t conflict because they trigger on different words.
How many campaigns should I run at once?
Start with one. Get it working, see results, then add another. Most creators settle on 3-5 active campaigns that cover their main goals (sales, leads, engagement). More than that gets hard to manage.
Which campaign should I start with?
Depends on your goal. For immediate revenue, start with Coupon Code or Affiliate Link campaigns. For long-term growth, start with Lead Magnet or Email Capture campaigns. For community building, start with Welcome or Story Engagement campaigns.
Will these campaigns get me banned?
Not if you use tools that work with Meta’s official Instagram API (like CreatorFlow). Automations through the official API follow Instagram’s terms of service. The 200 DMs/hour rate limit is built into compliant tools.
Can I customize these templates?
Absolutely. These templates are starting points. Change the wording to match your voice, add your specific links and offers, adjust the follow-up timing. The more personalized, the better they convert.
Next Steps
Pick one campaign from the list above and set it up today. The most successful creators start with a single automation, prove it works, then expand.
Need more message variations? Check our 25 Instagram DM Templates for additional copy you can customize.
Want to see real results from these campaigns? Read our Instagram DM Automation ROI guide with actual numbers and calculations from creators using these playbooks.
Ready to automate your Instagram DMs? Get started with CreatorFlow — it’s free for your first 1,000 messages.
