Mel Eilers has been deep in driving sales from social media for nearly 10 years. Via her agency Socially Sound, Mel now specialises in helping clients get more from their Instagram content by embracing conversational marketing. – Yeah, we’re talking Insta DMs! 

In this episode, Mel shares how eCommerce brands can turn organic engagement into real sales using Instagram DM automation. From boosting conversions to building stronger customer relationships, she reveals the simple steps to make your social content work harder.  

💡 Update from Mel: 

Since recording this episode, ManyChat has now launched its TikTok integration in the US! When Mel shared her “crystal ball” prediction, it was still in beta — but it’s already becoming a reality for brands. 

Dive in:

[04:54] Instagram DM Marketing Shift

[06:14] DM Automation for Marketing Success

[12:11] Organic Content Comes First

[16:09] Streamlining Product Links in DMs

[20:04] "Instagram Automation Tips Explained"

[22:38] ManyChat: Trusted Meta Partner

[25:26] Insider Tips from Mel!

Organic Content Fuels Every Automation

Before you jump into automation, you need strong organic content. Mel explained that DM automation only works if your posts already get real engagement. Think of it as adding fuel to a fire — you need the spark first. Focus on posts that connect with your audience, encourage comments, and reflect your brand’s tone. Once you have that, tools like ManyChat can amplify results and turn engagement into measurable sales or email signups.

Instagram DMs Can Be a Powerful Sales Channel

Instagram DMs are no longer just for customer service. They’re now a direct route to conversions. By using tools like ManyChat, you can automate DMs to deliver product links, discount codes, or signup offers the moment someone comments on your post. This creates a fast, personal, and frictionless buying experience. For eCommerce brands, that means fewer “link in bio” drop-offs and more customers completing their journey right inside Instagram.

Keep It Conversational and Customer-Centric

Automation doesn’t mean losing the human touch. Mel stressed that conversational marketing works best when it feels like a real chat, not a sales script. Keep messages short, friendly, and relevant to what the customer asked for. Always make it easy for them to opt in, explore, or buy without pressure. When automation feels natural and helpful, it builds trust — and that trust drives repeat sales.

Takeaways:

• Want to turn your engaged Instagram audience into real customers? Build strong organic content, then let DM automation do the heavy lifting. It's not just customer service in the DMs—it's a goldmine for sales and signups.
• If your organic social posts spark genuine interest, adding tools like ManyChat boosts reach and conversion. But don’t automate before your content truly connects. Automation multiplies what already works!
• Great conversational marketing feels 1:1, even when automated. Start with clear objectives—do you want email signups or website visitors? The power is in making every DM interaction personal and purposeful.
• Don’t wear out your followers! Mix behind-the-scenes content with “comment-to-signup” posts. One in three sales-driven posts keeps your audience engaged and avoids the sales soapbox effect.
• The future? DM automation isn’t stopping with Instagram—TikTok is next. If you’re seeing traction now, get ready to ride the wave as new channels open up for conversational commerce.

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