Lead magnet DM template: deliver a freebie and get the email

A lead magnet DM has two jobs: deliver the freebie fast, and leave you with a way to reach that person again. Below are templates for both ways of doing it, a link to a sign-up page or asking for the email inside the DM, with button text, a follow-up and setup steps.

Start for free

Which way should you collect the email?

	Link to a sign-up page	Ask inside the DM
How it works	The DM button opens a free SuperProfile lead magnet page; they fill a short form and get the file	The DM asks for their email; they type it in the chat and then get the link
What you collect	The questions you add: name, email, phone, a date, a file and more	An email address, sent to Kit, Mailchimp or Klaviyo with tags
Plan	Start free; see the pricing page for plan limits	Email collection in the DM is on paid plans
Best for	Longer forms, phone numbers, a branded download page	The fewest taps: they never leave Instagram

Templates: link to a sign-up page

Variant 1: short

Your free [checklist] is ready 🎁
Tap below, add your email and it downloads straight away.

Variant 2: say what is inside

Here is the [5-day posting plan]: [5 pages, one task a day, works for small accounts].
Grab it below 👇

Variant 3: set the expectation

Sending the [guide] your way!
It takes 20 seconds: drop your email on the page and I will also send you the bonus [cheat sheet].

Variant 4: Hinglish

Aapka free [guide] ready hai 🎁
Neeche button pe tap karo, email daalo, PDF turant mil jayegi.

Don't oversell a free file. "Life-changing" sets a bar a PDF cannot clear; say what is inside instead.

Templates: ask for the email inside the DM

On paid plans you can collect an email address inside the DM and send it to Kit, Mailchimp or Klaviyo, with tags. The DM asks first, then sends the freebie once the email arrives. If the reply is not a valid email, a retry message goes out.

Ask for the email (variant A)

Hey! The [guide] is all yours 😊
Where should I send it? Reply with your email and the link comes right back.

Ask for the email (variant B, Hinglish)

Hi! [Guide] bhej rahi hoon 🙌
Bas apna email yahan reply kar do, link turant aa jayega.

If the email looks wrong

Hmm, that doesn't look like an email. Try again, like name@gmail.com 🙂

After they share it

Got it, thank you! Here is your [guide] 👇
I will send [one tip a week / the next part] to that email. Unsubscribe any time.

If someone never sends a valid email, you choose in settings whether they still get the freebie or not. Sending it anyway is kinder and keeps comments positive.

What public reply and button text go with it?

Public replies

Sent it to your DMs 🎁
Check your inbox for the free [guide] 📩
Done! It is in your DMs (or message requests)

Button text: "Get my free guide", "Download the checklist" or "Send me the PDF". Keep it to 2 to 4 words.

What should the follow-up say?

Lead magnet follow-ups work best when they add something, not when they repeat the ask. On paid plans, a follow-up can run when the lead form was not submitted, or after a delay; on SuperProfile, follow-ups run within 23 hours of the person's message, inside Meta's messaging window.

Lead form not submitted (after 2 to 4 hours)

Quick one: did the [checklist] download OK? The page is here again if you missed it 👇

After a delay, adding value

Tip from page 3 most people skip: [one specific tip]. Hope the guide helps!

What should you customise?

The promise. Match the Reel exactly: if the Reel says "7 hooks", the DM says "7 hooks".
What happens to the email. Say what you will send and how often. It is honest, and it cuts unsubscribes later.
Your email tool and tags. Tag by freebie (for example ig-hooks-guide) so you know which Reel each subscriber came from.

What mistakes should you avoid?

A long form behind a small freebie. Name and email is enough for a checklist. Save the 8-question form for a free consultation.
Asking for the email before saying what they get. Lead with the freebie, then the ask.
No delivery after the form. Test the full flow from a second account: comment, DM, form, file.

How do you set it up in SuperProfile?

Create the freebie as a lead magnet on SuperProfile, with the file and the form questions.
In Auto-DM, create an automation on your Reel or post and set the keyword (for example GUIDE).
Paste a template and add a button that opens the lead magnet. In SuperProfile, buttons can open one of your published SuperProfile products (payment pages, courses, webinars, 1:1 sessions, Telegram communities, locked content, lead magnets), your store or your referral link.
Or, on a paid plan, turn on email collection, connect Kit, Mailchimp or Klaviyo and pick the list and tags.
Add public replies, publish and test from a second account.

More on this flow: Collect emails with Auto-DM.

Frequently asked questions

What is a lead magnet DM?

An Instagram DM that delivers a free resource, like a guide, checklist or template, to someone who asked for it, usually by commenting a keyword, and collects their email on the way.

Can I collect emails from Instagram DMs for free?

On SuperProfile's free plan, link the DM to a free lead magnet page and the form collects the email. Asking for the email inside the DM itself is on paid plans.

Where do the collected emails go?

Into SuperProfile with the automation's leads, and to Kit, Mailchimp or Klaviyo if you connect one.

More Instagram DM templates

More guides

Last updated 11 October 2026.