If you’re new to email marketing, you’ll need to become familiar with some key terms and concepts. One such concept is the “squeeze” or “opt-in” page. A squeeze page exists for the specific purpose of persuading the reader to submit their email address in order to receive informational products from you.

Squeeze pages matter because building your mailing list is essential to online business. It can be argued that a robust list is the single most important factor to online marketing success. And, one of the best methods for acquiring new subscribers, is the use of a well-designed and properly implemented squeeze page.

What Should Your Squeeze Page Include?

Email spam continues to be a significant problem, so be clear about what you’re offering, and about your intended use of your subscribers’ email addresses. Including your entire privacy policy isn’t necessary, but you should establish credibility by providing a summary of the key points. How will their email address be used? Will you send special offers or content other than what the subscriber specifically signed up to receive? You can also assure potential subscribers that their information will not be sold to a third party.

Also, be clear about any required next steps. Will they receive an email that includes a confirmation link that must be clicked before the subscription process is complete? If they’ve signed up for an ebook, or to receive an autoresponder series – when can they expect to hear from you? Right away or within a couple days? Setting your prospects’ expectations is key to building trust and rapport with your readership.

What Should Your Squeeze Pages Not Include?

A squeeze page has one single purpose: to acquire the reader’s email address. Therefore, the page shouldn’t contain anything that doesn’t further this goal, nor should it require the reader to navigate to another page to learn more. Your squeeze page shouldn’t have any links on it – even to other pages on your site. The only features needed are a “submit” or “sign up” button for those who accept your offer, and a “close window” or “X” button for those who don’t. Apart from the latter, there shouldn’t be any other way to navigate away from the squeeze page.

Furthermore, you should only request minimal information. Chances are this will just be the prospect’s email address and first name. At this point, you don’t need to know their last name, how they found your site, or any other extra information. But because such data is useful for analytics, you can set up a subsequent page that requests these details. A minimalist squeeze page decreases the chances of the reader becoming distracted from fulfilling your sole objective. The more information someone has to process, the more likely they’ll click away without providing anything at all.

In the next post we’ll discuss the difference between single and double opt-in, and how to determine which is right for your business. After that, your mailing list will be ready for some surefire ways to build your readership!

About the author: Keith is the co-founder of Summit Evergreen, and helps course authors, product creators, and self-funded businesses increase their revenue from their existing traffic.