Natural Jackson is a fast-growing wellness brand with over 415,000 Instagram followers. The team implemented a sustainable, content-driven approach to build deeper relationships with their audience, and dramatically grow their Klaviyo marketing lists.
Turn DMs Into Opt-Ins
Jackson and his team began prompting their followers to DM specific keywords like “growth”, “app” and "playbook" in exchange for valuable content and product recommendations. These are evergreen, always-on keywords that automatically trigger an Instagram DM response through Gatsby, capturing the subscriber’s email and syncing it to the brand's Klaviyo list.
From there, subscribers received targeted content through Klaviyo Flows tied to the keyword they used - creating a seamless path from Instagram engagement to owned communication.
They now run five different keywords at a time, each aligned with a specific product drop or campaign, allowing them to distribute content at scale to an engaged segment of their audience.
Results Over Four Months
30,267 followers DMed the keyword “growth”
15,437 opted into the Klaviyo email list from that keyword
Opt-in rate: 51%
8,084 followers DMed the keyword “app”
2,508 opted into email from that keyword
Opt-in rate: 31%
2,377 followers DMed the keyword “playbook”
546 opted into email from that keyword
Opt-in rate: 23%
These keyword-triggered opt-ins now form a core part of Natural Jackson’s CRM strategy, creating a consistent flow of new subscribers who engage with content that’s tailored to their interests.
Why This Approach Works
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Leverages organic content to share and promote keywords
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Converts social engagement into email subscribers at scale
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Segments subscribers automatically in Klaviyo by keyword intent
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Keeps the content experience consistent and personalized
By focusing on value-driven content and automation, Natural Jackson turned Instagram into a high-performing list growth channel - using evergreen, always-on offers to distribute his best performing content and native mobile app.
