Do you want to run an email campaign that converts? Who wouldn't? That's the point after all, isn't it?
But… don't stop at the CTA.
Support it. Strengthen it. Back it up with "how to" content that tells people exactly what to do, when to do it, and why they'll love it.
Because when subscribers click but don't act, it's not a product problem – it's a clarity issue.
Picture this…
You've launched a shiny new product or service.
Your email lands perfectly in inboxes – the headline's strong, the offer's solid, the button begs to be clicked.
And then… nothing. No surge in traffic. No spike in sales. Just crickets.
Why?
Because while your subscribers want the thing, they don't know what comes next. No guide. No help. No hand-holding.
It's like selling a flat-pack desk with no instructions. They'll give up halfway through and blame the brand.
The Hidden Power Of "How-To"
Wondering what great "how-to" content does for your email marketing campaign? Here it is.
- Remove friction
- Builds trust
- Increases conversions
- Reduces support tickets
- Makes you look like a pro (because you are)
It doesn't matter if you're selling software, skincare, or self-paced courses – clear instructions are your email campaign's secret weapon.
Don't Just Tell. Teach.
If your CTA is "Start Your Free Trial", the follow-up should be –
- How to set up your dashboard in 3 steps
- What to do in your first 10 minutes
- How to get results before your trial ends
If your offer is "Shop Our Latest Skincare Set", follow it with –
- How to build a simple 5-minute routine
- Which product to use when, and why
- Before/after timelines that make sense
Quickfire Format That Works
Not sure what kind of "how-to" content to include? Pick your weapon –
- Short-form guides (within the email or linked)
- Mini video tutorials (embedded or link from YouTube/Vimeo)
- PDF cheat sheets
- Interactive walkthroughs
- Checklists & quick-starts
Match the format to your audience's habits. Visual learners? Use screenshots. Busy professionals? Keep it scannable. B2B buyers? Add data.
Your CTA Is A Door. The "How-To" Is The Key.
Most brands stop at the door.
They tell subscribers, "Come in!" – but don't offer the key, map, or welcome drink.
Your how-to content is the guided tour that turns curious visitors into comfortable customers. It answers their questions before they even ask.
Best Practices (So You Don't Miss A Trick)
- Be specific. No vague "get started fast" promises. Tell them how fast.
- Use plain language. No jargon. No fluff. Clarity wins.
- Include visuals. Even a basic GIF can boost understanding.
- Make it mobile-friendly. Most of your audience is on their phone. Don't make them pinch and zoom to figure it out.
- Test it. If your "how-to" instructions confuse even one person, simplify.
Empowered Subscribers Convert Faster
A great email campaign inspires action. A great "how-to" guide makes action easy.
When your subscriber clicks, you've earned their attention. Don't waste it. Use it to deliver answers, remove obstacles, and give them the confidence to follow through.
Because "Buy Now" is a lot more powerful when it's backed by "Here's exactly how".
