Before sending an event signup link, should the DM collect an email first?

Yes, collecting an email in your Instagram DMs before sending an event signup link is a powerful strategy for building an owned audience, as long as the process is fast and seamless for your followers. The most important factor to consider is the trade-off between capturing a lead and creating friction. When you send someone directly to an event registration page (like Luma or Eventbrite), you rely on them to complete the signup. If they get distracted and close the page, you've likely lost that connection forever. By asking for an email first, you turn a moment of interest into a lasting contact, even if they don't finish signing up for the event right away.

The Advantage of Capturing the Lead First

Collecting an email before sending the link transforms your Instagram from just a promotional channel into a lead-generation tool. Here’s why it’s so effective:

• You Own the Relationship: An email list is an asset you control, independent of any social media algorithm. You can use it to send event reminders, share recordings, or announce future workshops.

• You Can Follow Up: If a follower provides their email but doesn't sign up, you still have a way to reach them. You can send a follow-up message to remind them about the event or ask if they had any trouble registering.

• It helps attract High-Intent Followers: Someone willing to provide their email is showing a genuine level of interest in what you have to offer. This helps you build a list of engaged, high-quality contacts.

How to Collect Emails Without Annoying Your Followers

The key to success is making the exchange feel instant and effortless. A clunky, manual process will cause people to drop off. This is where automation becomes essential. Here is a simple, automated workflow you can set up:

1. A follower comments a keyword like “EVENT” on your post or Reel.

2. An automated DM is sent instantly, saying something like, “So glad you’re interested! To get the secure signup link, just reply with your best email address.”

3. Using a tool with StarLovin's Lead Capture in Instagram DMs feature, the system automatically validates their email reply.

4. Immediately after they provide their email, a final message is sent containing the event signup link. This entire conversation happens in seconds, providing the instant gratification followers expect while ensuring you capture their contact information. For creators focused on long-term growth, this small step of collecting an email first makes all the difference. With a platform like StarLovin handling the logistics, you can build your list and fill your events without sacrificing the user experience.