A small business does the same marketing jobs every week. Send the link to everyone who asked. Welcome the new signup. Thank the customer who booked. Plan next week. Postfjord does those for you while you teach, cut hair or pull shots. It runs on Postfjord's servers, so it keeps going when your laptop is closed.
- 24/7DMs and comments answered by your automations, also at night
- 20steps at most in one automation, with waits, questions, conditions and tags
- 5messages at most in one run, so nobody gets flooded
21 ways Postfjord automates your marketing
Each name links to its help page with the steps.
Chat: DMs and comments on Instagram and Facebook
- Comment to DM: someone comments a word like GUIDE under your post. They get a public reply under the comment and your link in a DM.
- Keyword reply: a word in a DM, like PRICES or HOURS, gets the answer you wrote.
- Story replies and mentions: a reply to your story gets an answer, and a tag in someone's story gets a thank you.
- Link or QR code: a link or a printed QR code opens a chat with you, and the automation says hello.
- Default reply: a message nothing else matched gets an answer, once a day per person, in the hours you pick.
- Ask for a review: after a booking or a payment, the person gets a thank you with a button to your Google or Trustpilot review form.
- Chat menu and conversation starters: questions people can tap before they have written anything.
- Add-ons on the link step: ask people to follow you first, ask for their email in the DM, follow up with people who did not click, add waits and conditions, and let Claude answer the questions that come after the link.
- Automation pause: when someone on your team replies in a thread, the automation waits, 30 minutes by default, so two voices never talk at once.
Mail: the people you collect
- Welcome email and email series: a new subscriber gets your welcome email a minute after they confirm, then the next emails after the waits you pick.
- Signup forms: a form on your website or on a form page of your own. A new address gets an email to confirm before it joins your list.
- Count your bookings: connect Calendly, Acuity or Cal.com. Everyone who books gets the tag Booked, and the booking counts for the DM or email that led there.
Flow: from a post to an email
- Flow: a post, a DM for people who comment a word, a landing page and an email series in one path. Press Go live once, and it runs until you turn it off. Paid plans.
Posts
- Scheduling: publish to Instagram, Facebook, LinkedIn, Threads, TikTok, Pinterest, Bluesky, Mastodon and Tumblr, plus blog posts to WordPress, Ghost, Wix and Shopify. X is an add-on.
- Sunday drafts: switch it on, and every Sunday at 6 PM Bo writes next week's posts from your strategy.
- One idea, every format: write one tip or paste a blog link. Claude writes a post for each channel, an email draft and a section for your website.
- Import from a spreadsheet: plan up to 200 posts in a CSV file and import them into the calendar at once.
Other apps
- Zapier and n8n: a new signup, sale, post or message starts a Zap or a workflow, and they can add contacts, tags and draft posts in Postfjord.
- ChatGPT, Claude and Gemini: connect the AI app you use and plan, draft and schedule posts in a chat.
- Team alerts: a short note in Slack, Discord or Telegram when a DM, a signup, a sale or a failed post needs someone.
- Shopify: sell your products in a DM automation and see the orders each DM, email or page brought in.
Your first DM automation, in about two minutes
"Comment GUIDE and I'll send it to you" only works if the link arrives. This is how you make sure it does.
Pick a template
Open Automations, press New automation and pick a card, like Comment to DM. Or write what you want in your own words and the gallery points to the best fit.
Pick the post and the word
The next post or reel works for a post that is not out yet. Type the word, like `class`. Emoji work too.
Write what they get
An opening DM with one button, then The DM with your link. The phone next to the wizard shows it as you type, with your own account's picture.
Switch it on
Tick Switch it on now and press Save automation. Test it with a comment from a second account and open Inbox to see what went out.
A story that fills a class
A yoga studio posts a story: "Reply TRIAL for a free first class". Every reply starts a conversation, so the whole automation runs.
TRIAL
Hi! Want a free first class? Tap below and I'll send the schedule.
Sent 2 minutes later, so it feels less like a botSend me the link
Here you go: [your booking page]. Pick any beginner class this week.
The link is counted when Sam taps itDid you find a time? Beginner classes are Tuesday and Thursday at 6:30 PM.
Follow-up 3 hours later, only if Sam did not clickSam gets the tag Trial. Booked through Calendly? Sam gets Booked too.
Eight DM automations to start from
- Comment to DM: a word in a comment sends your link.
- Comment to email: the link first, then a question about their email.
- Keyword reply: a word in a DM gets an answer, like PRICES or HOURS.
- Story replies: answer at once, or after 1 to 10 minutes.
- Thanks for a mention: a thank you when someone tags you in their story.
- Link or QR code: an ig.me or m.me link with your own code opens a chat.
- Default reply: answers what nothing else matched, once a day per person, only in the hours you pick.
- Ask for a review: a thank you after a booking or a payment, with a button to your Google or Trustpilot review form.
Set up the DM while you write the post
The composer has a card called DM automation for this post. Pick a comment automation, or press Create one from a keyword. The moment the post goes live, Postfjord attaches it to the automation. A bakery writing Friday's "comment CAKE for the order form" Reel on Wednesday sets up the DM in the same minute and never thinks about it again.
A QR code on the counter
Link or QR code gives you an ig.me link for Instagram or an m.me link for Facebook, with a code you choose, and a QR code to download. Print it on a table card, a flyer or a receipt.
- They scan the QR code: On the table card at a café
- Your chat opens: Instagram or Messenger, with your code
- The automation answers: A welcome, a question, a link
- Contact saved: With the code they came from
The thread shows Opened your link with the code, and the automation counts Link starts. For people who never wrote to you before, Instagram needs at least one conversation starter, and Facebook needs the Get Started button. Both are under Chat menu.
Add what you need on the link step
- Follow check: ask them to follow you before the link. After two tries it lets them through, so nobody gets stuck.
- Email question: typos like gmial.com are caught and asked again, and the address lands on the contact.
- Follow-up: one more message 30 minutes to 23 hours later, only to people who did not click.
- Public reply variations: up to three replies under the comment, picked at random.
- Tag people who click, like "Downloaded the menu", for a segment or a later condition.
- Show the link as a button. A link to your own landing page shows as a card with its photo on Instagram.
Waits and conditions, still in the wizard
Under Advanced, press Add step for messages with up to three buttons, questions, waits, conditions and tags. A Wait can say "2 hours, but only between 8:00 AM and 9:00 PM, and only on weekdays", so a Friday night sign-up hears from you on Monday morning. A Condition checks a tag, a field, whether the person follows you, has an email or sits in a segment, and picks the path.
A coach running a birthday club asks three questions in a row (name, email, birthday), tags the person and stops. A wait never reopens Meta's 24 hour window: a step after a longer wait only goes out if the person wrote again.
Claude answers the questions after the link
Turn on Let Claude answer follow-up questions and write a few lines of Instructions for Claude, like "Answer questions about our classes, prices and opening hours". Claude answers from your brand profile, in the person's language, in one to three sentences, and never makes up a price or a date. It stops after five answers in a row, when you reply, or when someone asks for a person, and the thread then shows Needs a human. Each answer costs about one cent from your AI budget.
Ask for a review after a booking
Connect Calendly, Acuity, another booking system or Stripe, and Ask for a review thanks the person in their DMs with a button to your Google or Trustpilot review form. Postfjord checks the link you paste and offers the review form's own address when you pasted the page. Each person gets one thank you a month at most. Meta's 24 hour window still holds, so it reaches people who booked soon after chatting with you.
When something does not send
Instagram sometimes forgets to report a comment. Every 3 minutes Postfjord looks at the newest comments on the posts your automations listen on and answers the ones it missed. When Meta refuses a DM, Postfjord tries again after 1, 5 and 30 minutes, then every 3 hours for a day. Failed on the automation lists who, what they wrote and why, and Send again works for 7 days after the comment.
When an automation decides not to send, the thread gets a grey line in plain words: the window had closed, a colleague was replying, the person opted out.
STOP and the limits that keep your account safe
A person who writes STOP or unsubscribe, in a message of up to five words, gets no more automated messages, for good. Postfjord knows the words in English, Spanish, French, German, Portuguese and four Nordic languages. You can still reply by hand.
Each person gets one reply per post. Each workspace has a cap on automated messages an hour: 60 on Free, 200 on Starter, 400 on Solo, 1,500 on Studio and 5,000 on Agency. When Meta asks to slow down, sends pause for a few minutes and go on by themselves. Your own replies from the inbox are never counted.
Numbers per automation
Every automation shows Entered, Completed, Clicks and Emails, plus Story replies, Mentions or Link starts where they fit. Bookings and Sales show up when someone booked or paid through a link in it. See every step reads the whole automation back in plain words and marks in red any step that will not work, like an empty link or a deleted tag.
Read on
FAQ
How fast is the reply?
Usually within a few seconds of the comment or message reaching Meta. A delayed story reply, a wait or a follow-up goes out within a minute of its time.
How many automations can I run?
One at a time on Free, and as many as you like on Starter, Solo, Studio and Agency. Every plan has every template and every step.
Can I pause an automation for one person?
Yes. Open the thread in the inbox and press Automation on so it says Automation off. Everyone else keeps getting replies. Your own reply pauses it too, for 30 minutes by default.
Does Meta allow this?
Yes. Postfjord uses Meta's official messaging APIs for business accounts: replies only within the 24 hour window, one private reply per comment, and opt-out always respected. The hourly cap and the slow-down keep you inside Meta's limits.
Why do people not see my DM?
The first message from a business usually lands under message requests. Say so in the public reply under the comment. The replies Postfjord starts you with already do.
Do I need my own API key for the Claude step?
No. Claude is part of Postfjord and every plan includes an AI budget. An answer costs about one cent from it.
How do I test my automation?
Comment the keyword, or send it in a DM, from a second account, then open Inbox. To test the same post again from the same account, open the thread, press Contact and Delete contact.