{"id":1258,"date":"2021-02-22T09:18:00","date_gmt":"2021-02-22T09:18:00","guid":{"rendered":"https:\/\/oneline.ch\/en\/?p=1258"},"modified":"2026-06-28T08:01:23","modified_gmt":"2026-06-28T06:01:23","slug":"new-customers-through-external-newsletters","status":"publish","type":"post","link":"https:\/\/oneline.ch\/en\/blog\/new-customers-through-external-newsletters\/","title":{"rendered":"Acquiring new customers through external newsletter campaigns"},"content":{"rendered":"<p>Acquiring new customers through external newsletter campaigns remains one of the most underrated tools in digital marketing, especially for Swiss SMEs that want scalable reach without building their own list from scratch. A standalone newsletter, sent by a trusted address owner to their opted-in subscribers, can deliver your message directly to a qualified audience, fast and measurably. We see this approach used regularly by companies in Zurich and Zug, particularly in e-commerce, finance, and B2B services, where precise targeting makes all the difference. Done right, the return on investment is solid. Done wrong, it backfires hard.<\/p>\n<nav class=\"toc\"><strong>Table of Contents<\/strong><\/p>\n<ul>\n<li><a href=\"#section-secret\">The secret of standalone newsletters<\/a><\/li>\n<li><a href=\"#section-advantages\">The advantages of external newsletter campaigns<\/a><\/li>\n<li><a href=\"#section-examples\">Classic and successful examples<\/a><\/li>\n<li><a href=\"#section-pricing\">How service providers charge for standalone campaigns<\/a><\/li>\n<li><a href=\"#section-checklist\">What companies should look out for when booking<\/a><\/li>\n<li><a href=\"#section-mistakes\">Underestimated mistakes of a standalone campaign<\/a><\/li>\n<li><a href=\"#section-conclusion\">Conclusion: risk or opportunity?<\/a><\/li>\n<li><a href=\"#section-faq\">Frequently Asked Questions<\/a><\/li>\n<\/ul>\n<\/nav>\n<h2 id=\"section-secret\"><strong>The secret of standalone newsletters<\/strong><\/h2>\n<p>What options are available to businesses to acquire new customers with the help of newsletter marketing? Standalone newsletters. What is this type of new customer acquisition? Specific external newsletters. They have similarities with a traditional sales letter. In this case, an address owner sends e-mails to people who are registered on his mailing list. The client neither sells nor rents the data of the registered users. He acts exclusively in the interest of his advertising client. Moreover, the address owner uses his own e-mail address and not that of the client. But before companies make use of this type of newsletter, they first carry out an intensive target group selection. Since this step serves as an indispensable basis for a successful campaign.<\/p>\n<p>Additionally, a newsletter is only sent to interested parties who agree to receive advertising messages. This &#8220;yes&#8221; to receiving advertising mails is the focus of the standalone campaign. Because without consent, the electronic advertising letter would be nothing more than a violation of the law. And damage to the company&#8217;s image. Nevertheless, successful <strong><a href=\"https:\/\/oneline.ch\/en\/services\/newsletter-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">external newsletters<\/a><\/strong> stand for a high return on investment.<\/p>\n<h2 id=\"section-advantages\"><strong>The advantages of external newsletter campaigns<\/strong><\/h2>\n<ul class=\"wp-block-list\">\n<li><strong>Targeted reach:<\/strong> external newsletters allow you to address specific target groups that are interested in your products or services.<\/li>\n<li><strong>High scalability:<\/strong> newsletter campaigns can be easily scaled to reach a large number of recipients.<\/li>\n<li><strong>Cost efficiency:<\/strong> compared to other marketing channels, newsletter campaigns are relatively inexpensive. In 2026, average CPM rates for quality Swiss lists range from CHF 80 to CHF 200, depending on niche and list quality.<\/li>\n<li><strong>Measurable results:<\/strong> the performance of newsletter campaigns can be accurately measured using tracking tools.<\/li>\n<\/ul>\n<p>For Swiss companies looking to complement paid channels, external newsletter campaigns pair well with <a href=\"https:\/\/oneline.ch\/en\/services\/lead-generation\/\">lead generation strategies<\/a> that capture and nurture the traffic generated by these campaigns.<\/p>\n<h2 id=\"section-examples\"><strong>Classic and successful examples of external newsletters<\/strong><\/h2>\n<p>One successful example is the external newsletter campaign that <strong>ONE<\/strong>LINE carried out for a company in the cosmetics industry. The company uses external newsletters to acquire new customers. To do this, it works together with <strong>ONE<\/strong>LINE. <strong>ONE<\/strong>LINE has access to a large target group of potential customers. The newsletters are tailored to the target group and offer the recipients a relevant benefit. We&#8217;ve run similar campaigns for clients in the greater Zurich area, achieving open rates of 22 to 35 percent when targeting was dialed in correctly.<\/p>\n<h2 id=\"section-pricing\"><strong>How do service providers charge for sending standalone campaigns?<\/strong><\/h2>\n<p>Usually, advertising e-mails of this type work according to the thousand-contact-price (CPM). However, companies do not have to pay for this, provided they have sufficient negotiating skills. This is because marketers have the option of negotiating pay-per-lead and pay-per-sale billing, depending on the target group, the offer and the address quality.<\/p>\n<h2 id=\"section-checklist\"><strong>What companies should look out for when booking external newsletters<\/strong><\/h2>\n<p>1. If the acquisition of the e-mail addresses violates data protection, this results in negative consequences for the advertiser and not for the address owner: unsatisfactory performance, loss of image and legal consequences. In Switzerland, the revised Data Protection Act (revDSG), fully in force since September 2023, puts additional responsibility on the advertising company to verify compliance upstream. Therefore, the choice of the address owner plays the main role. For entrepreneurs who want to attract new customers, it is therefore worth paying attention to the seriousness and reputation of the address owner. Helpful questions, which serve as a riddle solution, are:<\/p>\n<ul class=\"wp-block-list\">\n<li>Since when does the company exist?<\/li>\n<li>With which customers and business partners do the address owner cooperate?<\/li>\n<li>Do reviews exist on Google? If so, are they negative or positive? Is there possibly the combination: company name and spam?<\/li>\n<\/ul>\n<p>2. Entrepreneurs have the right to know in what way and at what time the address owner has collected the data. Did he rely on the simple Confirmed Opt-In or the reliable Double Opt-In procedure? <a href=\"https:\/\/mailchimp.com\/en\/help\/about-double-opt-in\/\" target=\"_blank\" rel=\"noreferrer noopener\">Double Opt-In<\/a> is a specific registration procedure for e-mail marketing. It is based on the principle of permission marketing: address owners send advertising only with the express permission of the customer. Likewise, during newsletter registration, the customer has confirmed it in a second step. For this purpose, a DOI e-mail including an activation link is sent. If the recipient activates the link, the registration is considered confirmed. In this way, strangers have no possibility of misusing e-mail addresses. They also cannot add them to another distribution list. From a legal perspective, the double opt-in principle acts as the safest registration variant. That is why it is most frequently used in <strong><a href=\"https:\/\/oneline.ch\/en\/services\/email-marketing\/email-marketing-agency\/\" target=\"_blank\" rel=\"noreferrer noopener\">e-mail marketing<\/a><\/strong>. Four steps characterize the double opt-in process:<\/p>\n<ul class=\"wp-block-list\">\n<li>Users sign up for a newsletter.<\/li>\n<li>Immediately afterwards, they receive an activation link within a few seconds. This is the well-established DOI mail.<\/li>\n<li>By clicking on this link, the customer confirms his newsletter registration.<\/li>\n<li>The last step is the registration of the user.<\/li>\n<\/ul>\n<p>3. <strong>ONE<\/strong>LINE also recommends checking the data for plausibility. If an address owner claims to have obtained 7 million e-mail addresses with a sweepstake, this statement serves as a sure indication of a lack of seriousness from the provider. Attentive marketing managers check which websites, forms and registration processes the address owner uses, and whether he adheres to the legal requirements.<\/p>\n<p>4. It is worth comparing different offers from different providers, especially the price per thousand contacts. If the costs are conspicuously low, marketing managers should exercise extreme caution.<\/p>\n<p>5. Only the standalone e-mail address owner can be considered as the sender. This is because he or she has consented. Under no circumstances should the advertising company act as a sender.<\/p>\n<p>6. Are there profile characteristics for the data details? Can segmentation be carried out concerning age, gender and interests?<\/p>\n<p>7. Before using the service, companies should create their own basis for a proper evaluation of success. <a href=\"https:\/\/oneline.ch\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>ONE<\/strong>LINE<\/a> also recommends implementing your own tracking links. A dedicated tracking pixel should also be part of the advertising tool. Thereby, marketing managers determine the click and open rates themselves without relying on the evaluation results of the address owners.<\/p>\n<p>8. The saying: &#8220;Trust is good, control is better&#8221;, fits perfectly to <strong><a href=\"https:\/\/oneline.ch\/en\/services\/newsletter-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">external newsletters<\/a><\/strong>. Because entrepreneurs test the distribution list in advance. How do they go about it? By providing only a small number of users with a promotional e-mail. In this way, they check whether the stock of e-mail addresses has the desired performance.<\/p>\n<h2 id=\"section-mistakes\"><strong>Underestimated mistakes of a standalone campaign<\/strong><\/h2>\n<p>Standalone campaigns support new customer acquisition, but they also carry risks. <a href=\"https:\/\/oneline.ch\/en\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>ONE<\/strong>LINE<\/a> explains the underestimated dangers of a standalone campaign.<\/p>\n<h3><strong>Not taking advantage of standalone campaigns<\/strong><\/h3>\n<p>In 2026, e-mail remains one of the highest-ROI channels in digital marketing, consistently outperforming social media for direct response. Standalone campaigns deliver reach that is action-oriented, unique, cost-effective and scalable. The main disadvantage lies in not using digital advertising such as newsletter marketing at all.<\/p>\n<h3><strong>Sending an e-mail to the wrong recipients is a mortal sin<\/strong><\/h3>\n<p>The selection of the target group requires the utmost care. Incorrect or inaccurately selected addressees are associated with high costs and wastage. Advertising for a new epilator is predominantly of interest to ladies; in the rarest cases, to men. That&#8217;s why mindful marketing experts place a high value on service providers who can carry out target group-specific campaigns. Nothing has a more fatal effect on <strong><a href=\"https:\/\/oneline.ch\/en\/services\/newsletter-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">newsletter marketing<\/a><\/strong> than incorrect target group selection.<\/p>\n<h3><strong>A lack of data matching does not reflect well on the campaign<\/strong><\/h3>\n<p>The consent of the e-mail recipients represents an essential basis. Nevertheless, another point exists that a minority forgets when sending promotional e-mails: data matching. Does the available information match the data of the existing customers? After all, the observance of data protection aspects is indispensable. Technical know-how as well. Why? Because specific encryption is used during the matching process.<\/p>\n<h3><strong>A poor design deters potential new customers<\/strong><\/h3>\n<p>Why does a book cover play a crucial role in the design of a book? Because readers look at the cover first, before picking up the book and going through the table of contents. The same is true for <strong><a href=\"https:\/\/oneline.ch\/en\/services\/newsletter-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">external newsletters<\/a><\/strong>. The design determines success or failure. The subject line serves as an enticing figurehead. It also conveys the advertising message: briefly and concisely. How should a title not be? Trite. Dishonest. Much too long. The &#8220;Discount Special&#8221; subject line only causes aversion among readers and enjoys the reputation of &#8220;inflationary&#8221; among marketing experts.<\/p>\n<p>The sender name logically fits the standalone campaign. Experts create a minimalist layout. Furthermore, they make sure to design it responsively and optimize it for all e-mail programs. Even harmless design errors can damage the sender&#8217;s image. To find out which e-mail works best for standalone campaigns, advertisers use A\/B testing methods. Standard practice, and non-negotiable in effective e-mail marketing.<\/p>\n<h2 id=\"section-conclusion\">Conclusion: external newsletter campaign, risk or opportunity?<\/h2>\n<p>Often, the number of regular customers that a company has acquired is not enough to prevail over the competition in the long term. To avoid insolvency, new customers are necessary. Marketing managers should always keep in mind: &#8220;There is no second chance for the first impression.&#8221; Because that&#8217;s exactly what external newsletters stand for. Companies have this electronic sales letter sent exactly once and then never again. A standalone campaign is by no means a subscribed, regular <strong><a href=\"https:\/\/oneline.ch\/en\/blog\/the-importance-of-newsletters\/\" target=\"_blank\" rel=\"noreferrer noopener\">newsletter<\/a><\/strong>. However, standalone promotional emails are an indispensable tool in online marketing.<\/p>\n<p>This approach is particularly profitable for medium-sized and small companies in Switzerland. Often, companies of this size invest less in marketing and sales. An excellent service provider helps to accelerate the acquisition of new customers with a standalone campaign. Legal security should always be the top priority. Only then come goals, content and design. There is talk of an opportunity if companies take the above tips to heart and implement them. Risks arise if companies disregard vital aspects such as legal security. What follows is reputational damage, without a single new customer gained.<\/p>\n<p>If you want to complement your standalone campaigns with broader digital visibility, our team at ONELINE can support you with <a href=\"https:\/\/oneline.ch\/en\/services\/seo\/\">SEO<\/a> and <a href=\"https:\/\/oneline.ch\/en\/services\/google-ads\/\">Google Ads<\/a> to make sure every new contact you generate lands on a page that converts.<\/p>\n<p><em>Updated: 28.06.2026<\/em><\/p>\n<p><em>This article was written by the ONELINE team. We have been supporting Swiss companies in digital transformation for over 10 years, from SEO and SEA to AI automation and lead generation.<\/em><\/p>\n<h2 id=\"section-faq\">Frequently Asked Questions<\/h2>\n<h3>What exactly is a standalone newsletter and how does it differ from a regular newsletter?<\/h3>\n<p>A standalone newsletter is a one-time promotional e-mail sent by an address owner to their opted-in list on behalf of an advertising company. Unlike a regular newsletter, it is sent once, not as a recurring subscription. The address owner acts as sender and retains full control of their contact data.<\/p>\n<h3>Is it legal to run external newsletter campaigns in Switzerland?<\/h3>\n<p>Yes, provided the recipients have given explicit consent to receive advertising messages (ideally via double opt-in) and the campaign complies with Switzerland&#8217;s revised Data Protection Act (revDSG). The advertising company must verify that the address owner collected data lawfully. Our experience shows that due diligence here is non-negotiable.<\/p>\n<h3>What open rates and click rates can Swiss companies realistically expect?<\/h3>\n<p>With a quality list and a well-targeted offer, open rates between 20 and 35 percent are achievable. Click rates typically range from 2 to 8 percent, depending on the industry, subject line quality and design. Numbers below 10 percent open rate are a red flag worth investigating before spending more budget.<\/p>\n<h3>How much does an external newsletter campaign cost in Switzerland?<\/h3>\n<p>Pricing varies by provider and list quality. CPM rates for Swiss lists typically start around CHF 80 and can reach CHF 200 or more for premium, niche segments. Pay-per-lead models are also negotiable and can be more cost-effective depending on your offer and conversion rates.<\/p>\n<p>{&#8220;@context&#8221;: &#8220;https:\/\/schema.org&#8221;, &#8220;@type&#8221;: &#8220;Article&#8221;, &#8220;headline&#8221;: &#8220;Acquiring new customers through external newsletter campaigns&#8221;, &#8220;description&#8221;: &#8220;External newsletter campaigns for new customer acquisition: how standalone newsletters work, what to look for, and how Swiss SMEs benefit. 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Motivated ones, on the other hand, think further and pursue the goal of improving people&#8217;s quality of life. Responsible entrepreneurs, on the other hand, have broader intentions: they combine the three pillars of sustainability &#8211; economy, ecology and social issues &#8211; in the course of founding a company. The aforementioned goals play an important role. Two other aspects are at least as important: employees and customers. Both determine whether the company flourishes or files for insolvency. That is why forward-looking entrepreneurs strive to attract both groups. <\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>While the capacity, in terms of employees, is usually quickly utilized, the situation is different when it comes to the desired number of customers. Since the competition is fierce. Hardly any company enjoys monopoly status. Therefore, companies struggle to convert their customers into regular customers AND to acquire new customers; regularly. Because acquiring new customers serves as a safeguard for the company&#8217;s continued existence. <strong>ONE<\/strong>LINE explains how <a href=\"https:\/\/oneline.ch\/en\/services\/newsletter-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>external newsletter campaigns<\/strong> <\/a>help realize this goal.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n","protected":false},"author":3,"featured_media":433,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"external newsletters","_yoast_wpseo_title":"Gaining customers via external newsletter - ONELINE","_yoast_wpseo_metadesc":"External newsletter campaigns for new customer acquisition: how standalone newsletters work, what to look for, and how Swiss SMEs benefit. Learn more now.","_yoast_wpseo_meta-robots-noindex":"","_yoast_wpseo_canonical":"","inline_featured_image":false,"footnotes":""},"categories":[17],"tags":[],"class_list":["post-1258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-mail-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.1 (Yoast SEO v22.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gaining customers via external newsletter - ONELINE<\/title>\n<meta name=\"description\" content=\"External newsletter campaigns for new customer acquisition: how standalone newsletters work, what to look for, and how Swiss SMEs benefit. 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