Social Capture helps you turn Instagram engagement into email subscribers. After you collect subscribers through keyword replies, use tags, Automation Workflows, and Email Campaigns to send relevant follow-up messages.
This article explains how to engage subscribers collected through Instagram.
💡 Haven’t set up Instagram keyword replies yet? Start with the Social Capture setup guide first.
Promote Special Offers Through Instagram
Use Social Capture to promote discounts, product launches, or exclusive offers to your Instagram audience. When a person responds with your selected keyword, Social Capture asks for their email address through Instagram messages.
Once they subscribe, you can follow up through an Omnisend Email Campaign or Automation Workflow.
Example: Offer a Discount to Instagram Followers
Suppose you want to offer a 15% discount to people who engage with your Instagram content.
Create an Instagram post or reel announcing the offer and invite people to comment or send a direct message with a specific keyword.
Example Instagram message:
Want 15% off your next order? Comment
SAVE15or send us a DM withSAVE15to get your discount!
Set up a keyword reply using
SAVE15and configure the email request and confirmation messages. Social Capture will automatically ask people who use the keyword for their email address.Assign a dedicated tag, such as
Instagram_SAVE15, to identify people who subscribed through this promotion.Use an Automation Workflow to send the discount to the subscribers collected through the promotion.
💡 Tips:
Encourage Direct messages: We recommend asking people to send a Direct message rather than comment on your post. This allows Social Capture to send a reminder if they don't provide their email address. If someone triggers a keyword reply through a comment but doesn't respond to the Direct message, Social Capture cannot send a reminder.
Deliver the promised offer: Make sure your follow-up email includes the offer promoted in your Instagram post. Social Capture collects email addresses, while Automation Workflows deliver the offer and handle follow-up communication.
Use Different Keyword Replies for Different Offers
You can create multiple keyword replies to support different Instagram promotions. Each reply can have its own keywords, messages, and subscriber tag.
For example:
Keyword | Promotion | Example tag |
| Early access to a product launch | instagram_launch |
| Exclusive subscriber discount | instagram_exclusive |
| Limited-time discount | instagram_SAVE15 |
Using dedicated tags helps you identify which promotion subscribers responded to and target them with relevant follow-up messages.
You can also configure separate Automation Workflows or Email Campaigns for different offers.
Identify Your Instagram Subscribers
When someone provides a valid email address through Social Capture, Omnisend adds them as a subscribed contact and applies the tag selected in the keyword reply.
You can use these tags to organize your Instagram subscribers and create targeted audiences for future email communication.
Step 1. Go to Audience → Segment → click Create segment → Create from scratch.
Step 2. Click Add filter → select Tag.
Step 3. Select the tag you set up for your keyword reply from the drop-down menu.
Step 4. Once done, click Save & show contacts to save your segment.
You can create a segment for all Instagram subscribers using a shared tag, or separate segments for subscribers collected through different offers.
Set Up a Welcome Automation for Instagram Subscribers
Once subscribers collected through Social Capture are added to your Omnisend audience, you can use a Welcome Automation to follow up with them automatically.
For example, you can use a Welcome Automation to:
Thank subscribers for joining your email list.
Deliver a discount or special offer promised in your Instagram post.
Introduce your brand and products.
Encourage subscribers to explore your store or make their first purchase.
You can either create a separate Welcome Automation specifically for subscribers collected through Instagram or update an existing Welcome Automation to include them.
Create a Separate Welcome Automation
You can create a separate Welcome Automation for subscribers collected through Social Capture if you prefer to manage their welcome journey independently from subscribers collected through other channels such as Signup Forms.
The Instagram Welcome pre-built automation includes an Instagram trigger filter, so the workflow targets subscribers who joined through Instagram.
Step 1. Create a Workflow
Go to Automations → Create workflow.
In the left panel, under Type, select Welcome. Find Instagram Welcome, then click Customize workflow.
Step 2. Review the Trigger Settings
The preset automatically includes these trigger filters:
Channel subscribed to is Email
Origin is Instagram
This means the workflow targets subscribers who subscribed to Email through Instagram.
Review the trigger settings if you want to add or adjust the filters. For more information, see the Automation Workflow settings guide.
Step 3. Customize the Welcome Message
The workflow includes a welcome Email by default. Click the Email message → Edit content to edit its content and tailor it to your Instagram subscribers.
You can also:
Add more Email messages.
Add SMS or Push notification messages.
Adjust delays between messages.
Add other workflow actions.
Step 4. Send Different Offers to Different Subscribers
If you promote different offers through separate keyword replies, use the tags assigned to those replies to personalize the Welcome Automation.
Add a Split and create different paths based on the subscriber’s tag. For example, subscribers tagged with Instagram discount can receive one message, while subscribers tagged with Instagram free shipping receive another.
Step 5. Start the Workflow
After customizing the workflow, click Save & Close to save your changes or click Start workflow when you’re ready to activate it.
💡 Tip: Before launching a separate Welcome Automation, review your existing workflows to avoid sending overlapping welcome messages or offers to the same subscribers.
Include Instagram Subscribers in an Existing Welcome Automation
You can also adjust an existing Welcome Automation to include subscribers collected through Social Capture.
Step 1. Open Your Welcome Automation
Go to Automations and open the Welcome Automation you want to update.
Step 2. Review the Trigger Filters
Click the Trigger block and review the filters already applied to the workflow.
The preset may include:
Channel subscribed to is Email
Subscription method is Signup form
First subscription is true
These filters determine who can enter the workflow.
Step 3. Adjust the Trigger Filters
Adjust the trigger filters based on who you want to enter the automation. You can either include subscribers from all sources or limit the workflow to subscribers from Signup Forms and Instagram.
Option 1: Include Subscribers From All Sources
To allow subscribers from Instagram, Signup Forms, API integrations, and other sources to enter the workflow:
Delete the Subscription method is Signup form filter.
Keep or adjust the remaining filters as needed.
Option 2: Include Subscribers From Signup Forms and Instagram Only
To include subscribers from Signup Forms and Instagram, while excluding other sources:
Click Add group of trigger filters.
Add Subscription method is Signup form to the group.
Add Origin is Instagram to the same group.
Set the operator between these filters to OR.
Keep filters such as Channel subscribed to is Email and First subscription is true as separate AND conditions.
The resulting logic should be:
Subscription method is Signup form OR Origin is Instagram AND Channel subscribed to is Email AND First subscription is true
Step 4. Review the Workflow
Review the workflow’s messages, delays, splits, and audience filters. Make sure the content is suitable for subscribers collected through Instagram.
You can also add additional Conditional Split actions to send different messages based on the subscriber’s source or offer.
Step 5. Save or Publish the Changes
Once the workflow is ready, click Publish Changes. You'll be asked how to handle people already in the workflow:
Complete the sequence – They finish the original version. New subscribers enter the updated version.
Discontinue the sequence – They exit the workflow immediately. New subscribers enter the updated version.
New subscribers always enter the updated version after the changes are published.
💬 For more information, see Edit an Enabled Automation.
Send Email Campaigns to Instagram Subscribers
In addition to automated welcome messages, you can use Email Campaigns to communicate with subscribers collected from Instagram.
For example, you can:
Send a discount promised in an Instagram promotion.
Announce a new product to subscribers interested in a launch.
Share exclusive offers with your Instagram audience.
Follow up with subscribers who joined through a particular keyword reply.
Step 1. Create an Email Campaign in Omnisend.
💬 Learn more: Create an Email Campaign.
Step 2. In the campaign's audience settings, select the segment containing your Instagram subscribers.
Step 3. Review the campaign settings and schedule or send the campaign.
FAQ
Can I use Social Capture for multiple Instagram promotions?
Yes. You can create different keyword replies for different promotions, such as product launches, exclusive discounts, or special offers.
Assigning a dedicated tag to each reply helps you organize subscribers and send relevant follow-up emails.
Do I need a separate Welcome Automation for Instagram subscribers?
Not necessarily. You can use an existing Welcome Automation if its trigger filters and messages are appropriate for Instagram subscribers.
However, a separate workflow is recommended when you want to deliver a specific offer or provide a different welcome experience.
Have other questions? Feel free to contact our 24/7 Support Team via in-app chat or [email protected].