By Emily Suess

Squeeze pages are a type of landing page you can use on your website to collect opt-in emails, among other things. The goal of the opt-in squeeze page is to entice potential subscribers to share their email addresses with you. Some marketers call the squeeze page the most important element of any email marketing campaign.

The challenge for you, then, is convincing people to hand over their email addresses. With the proliferation of spam and the abundance of marketing emails already circulating, we’re all understandably a little reluctant to give anyone else our email address.

So here are some tips for building an effective squeeze page that gets people to opt-in to your subscriber list.

1. Write Effective Copy

Write copy that readers can scan quickly, and use bold headlines, subheads, bullets and numbered lists to draw attention to key information. Your copy needs to emphasize the benefits of signing up. In other words, tell people what they get out of signing up. Finally, use an active call to action on buttons. Rather than use something passive or generic like “OK” or “submit,” try “Subscribe Now” or “Get Newsletter.”

2. Don’t Cram Your Squeeze Page Full of Hyperlinks

Every additional hyperlink you include on a squeeze page is really just a distraction from your ultimate goal. Your squeeze page should limit the reader’s actions two things: opting in by filling out your form, or leaving the page. Omitting all those other distractions will also help you test how well your squeeze page copy is performing.

3. Limit the Number of Form Fields

The only thing you really need to send someone an email is an email address. Resist the urge to do extra data gathering. You don’t need names or additional contact information at this stage of the game, so make it quick and painless for prospects to opt-in.

4. Ditch the Pop-Up Page

Traditionally, there are two styles of squeeze pages: pop-up pages and splash pages. Make a splash because pop-ups are annoying and more likely to be ignored while your audience frantically searches for a way to close the pop-up.

5. Limit Your Offers

Assume that everyone reading your squeeze page is very busy—because everyone is—and limit what you’re giving away. Although you might feel like getting lots of free stuff is nice, it’s also overwhelming if there’s too much. Plus, you don’t have to give away freebies at all if subscribers know your emails will be packed with info they need.

6. Explain Your Privacy Policy

In one simple sentence, reassure your prospective subscriber that you value their trust and will not abuse it. Something like, “We promise never to share or sell your email address” should suffice.

Squeeze pages, like your other marketing content, can be A/B tested and analyzed. Don’t be afraid to change them up to maximize performance. Lastly, don’t abuse your opt-in list—give them exactly what you promised on your squeeze page, and don’t send out unsolicited messages.