If Reels comment-triggered DMs bring many clicks but few emails, should the claim order be changed?

Yes, you should absolutely change the claim order to capture the email address inside the Instagram DM before sending the link, as this will dramatically improve your lead quality.

Getting a lot of clicks from your Reels comment automations feels great, but if those clicks don’t turn into email signups, they are just a vanity metric. This common problem happens because sending a link first creates a low-friction, low-intent action. Users are curious, so they click. But when they land on a page that asks for their email, the momentum is lost, and they bounce. You're attracting curiosity, not commitment.

By flipping the script, you can look for users who are genuinely interested in what you have to offer.

Why Capturing the Email First is More Effective

When you ask for an email address directly within the Instagram DM conversation, you introduce a small amount of "positive friction." It requires the user to take a moment and type their email. This simple step does two powerful things:

1. It qualifies the lead: Anyone willing to provide their email in a DM is significantly more invested than someone who just clicks a link out of curiosity.

2. It increases conversion rates: Because the user has already committed by giving you their contact info, they are far more likely to follow through, open your emails, and engage with your content down the line.

This method shifts your goal from getting the most clicks to getting the most qualified leads.

How to Set Up an “Email First” DM Funnel

Re-ordering your automation is simple and can be done in just a few steps. The key is to make the experience seamless for your audience while ensuring you get the information you need.

1. Adjust Your Initial Message: Set up your comment-to-DM automation to send a message that asks for the user’s email address instead of immediately providing the link. For example: "So glad you're interested! To get the guide, just reply with your best email address, and I'll send it right over."

2. Automate the Collection and Delivery: This is where an automation tool becomes essential. Using StarLovin’s Lead Capture in Instagram DMs feature, you can respond when it sees when a user replies with an email. The system saves the email to your contacts list and immediately triggers the next message.

3. Send the Final Link: Once StarLovin captures the email, it sends a second, automated DM that contains the link to your freebie, guide, or discount code. The user gets instant delivery, and you’ve captured a high-intent lead without any manual work.

By implementing this email-first strategy, you will transform your Instagram Reels from a source of empty clicks into a reliable machine for generating high-quality leads for your business.