Best Practices for Effective Email Marketing

Twint Under Fire: swiss Retailers Allege Abuse of Market Power With ‘Inappropriately High Fees‘

The Association For swiss Retailing has launched a formal complaint against Twint, Switzerland’s leading mobile payment service, accusing the company of abusing its market dominance by imposing “inappropriately high fees” on retailers.

This action was filed with the Swiss Competition Commission (WEKO) and alleges anti-competitive practices.

Retailers Allege Anti-Competitive Practices

The retail association highlights that in 2024, over 5 million users completed more than 773 million transactions via the popular payment service, marking a substantial 30% increase from the previous year.

for retailers, accepting this mobile payment solution has practically become unavoidable.

The core of the complaint centers on excessive merchant fees, with the association stating that the fees charged by the payment service provider are frequently enough equivalent to, or even higher than, those levied by credit card companies.

According to the association, as most users link their bank accounts rather than credit cards to their accounts, fees should align with the considerably lower debit card transaction rates.

Twint’s Ownership Structure

The mobile payment platform, established in September 2016, is backed by a consortium of major Swiss financial institutions.

These include Banque Cantonale Vaudoise, Credit Suisse, Postfinance, Raiffeisen, UBS, Zurich kantonalbank, and payment processors Six and WorldLine.

Antitrust Allegations

The association’s “extensive advertisement” contends that the payment service provider is violating Swiss antitrust law.

The allegations point to the abuse of a relatively powerful market position, as well as inadmissible competitive agreements with acquirers and among the owner banks of the mobile payment platform.

These elevated costs impact various sectors beyond retail, including the gastronomy industry.

Did You Know? Contactless payments, including mobile payment platforms, saw a global surge of over 40% in 2024, driven by convenience and hygiene concerns, according to a recent report by Statista.

Impact on Consumers

The controversial pricing could potentially affect consumer costs if retailers pass on these higher fees.

However, the association hopes that WEKO will intervene to ensure fair and competitive pricing in the swiss mobile payment market.

What are your experiences with mobile payment fees? Do you think current fees are fair?

Comparison of Payment Methods

Payment Method	Typical Fee Range (for Merchants)	Associated Costs
Credit Cards	1.5% – 3.5% + transaction fee	Interchange fees, chargeback fees
Debit Cards	0.5% – 1.5% + transaction fee	Lower interchange fees
Twint	Comparable to Credit Cards (alleged)	Potentially higher than debit card fees despite bank account links

The Future of Mobile payments in Switzerland

The outcome of the WEKO examination could significantly reshape the mobile payment landscape in Switzerland. If Twint is found to be in violation of antitrust laws, it might very well be forced to adjust its fee structure, potentially benefiting retailers and consumers alike.

The rise of digital payment methods continues to transform commerce. As of mid-2025, mobile payments account for approximately 35% of all transactions in Switzerland, and that figure is expected to rise.

Though, openness in fee structures and fair competition among providers are crucial for sustaining growth and consumer trust.

Pro Tip: When choosing a mobile payment method, both merchants and consumers should compare fee structures, security measures, and ease of use to find the best option for their needs.

Frequently Asked Questions About Twint and Mobile Payment Fees

• Why is Twint facing scrutiny?

  Twint is under scrutiny due to allegations of abusing its market power by charging excessively high fees to retailers, according to the Association for Swiss Retailing.

• What are the main concerns about Twint’s fees?

  The main concern is that Twint’s fees are comparable to those of credit cards, even though most Twint users have bank accounts linked, which should result in lower transaction costs similar to debit card transactions.

• Who owns Twint?

  Twint is owned by a consortium of Swiss banks, including Banque Cantonale Vaudoise, Credit Suisse, Postfinance, Raiffeisen, UBS, Zurich Kantonalbank, and payment processors Six and WorldLine.

• What is the association for Swiss Retailing doing about the Twint fees?

  The association for Swiss Retailing has filed a formal complaint with the competition commission (WEKO) against Twint, arguing that its fee structure violates Swiss antitrust law.

• Which sectors are affected by Twint’s high fees?

  Numerous sectors, including the gastronomy industry, are affected by Twint’s high fees, according to the Association for Swiss Retailing.

What impact do you think this investigation will have on the future of digital payments in Switzerland?

Share your thoughts and comments below.

What are the key benefits of email marketing in 2025, and how do thay differ from other digital marketing channels?

Best Practices for Effective Email Marketing: A Comprehensive Guide

Why Email Marketing Still Reigns Supreme in 2025

In a digital landscape crowded with social media and instant messaging, email marketing continues too be a powerful tool. Email boasts a unique ability to deliver targeted messages directly to a subscriber’s inbox. Effective email marketing allows you to nurture leads, foster customer loyalty, and drive conversions. Its strength lies in its personalization and direct approach that enables marketers to build genuine relationships with their audience, fostering engagement and trust.

Building Your email Marketing Foundation: strategy & Planning

Define Your Email Marketing Goals

Before diving into creating email campaigns, pinpoint your objectives. Are you aiming to increase sales, generate leads, promote content, or improve brand awareness? Clearly defined goals ensure every email you send aligns with your broader marketing strategy. Consider these common goals:

• Drive Sales & Revenue
• Generate Leads
• Boost Website Traffic
• Increase Brand Awareness
• Improve Customer Retention

Know Your Audience: Segmentation & targeting

One-size-fits-all emails are a relic of the past. Successful email marketing hinges on understanding your audience.Segment your email list based on demographics (age, location), behavior (purchase history, website activity), and preferences (content interest).This segmentation enables you to craft tailored messages that resonate with specific groups, leading to higher engagement and conversion rates.

Crafting Compelling Email Campaigns: Content, Design & delivery

Write Irresistible Subject Lines

Your subject line is the first impression.It determines whether your email gets opened or trashed. Create compelling subject lines that are:

• Clear and Concise: Get straight to the point.
• Benefit-Driven: Highlight the value proposition.
• Personalized: Use the recipient’s name.
• Intriguing: Spark curiosity.
• Mobile-Pleasant: Keep it short for mobile viewing.

Design for Readability & engagement

Your email’s design is crucial. Use:

• Clean Layouts: Focus on readability
• Mobile Responsiveness: Ensure emails display correctly on all devices.
• Compelling Visuals: incorporate high-quality images and videos.
• Strong Call-to-Actions (CTAs): Make it easy for subscribers to take action.

Email Marketing Content Best Practices

Develop valuable content that addresses the interests and needs of your target audience. Types of content include:

• Newsletters: Share updates,promotions,and valuable content.
• Promotional Emails: Announce sales, discounts, and special offers.
• Welcome Emails: Introduce yourself to new subscribers.
• Transactional Emails: Confirm orders, shipping details, and password resets.

Optimize Email Deliverability

Ensure your emails reach the inbox, not the spam folder. Key strategies include:

• Authentication: Set up SPF, DKIM, and DMARC records.
• list Hygiene: Regularly clean your email list of inactive or invalid addresses.
• Avoid Spam triggers: Refrain from using spammy words, excessive exclamation points, and all-caps.
• Ask for Whitelisting: Encourage subscribers to add your email address to their contacts.

Data and Analysis: Measuring Email Marketing Success

Key Email Marketing Metrics You Should Track

Monitor these vital email metrics to assess campaign effectiveness:

metric	Description	Why It Matters
Open Rate	Percentage of subscribers who opened your email.	Indicates subject line and sender appeal.
Click-through Rate (CTR)	Percentage of subscribers who clicked on a link in your email.	Measures engagement with your content or offer.
Conversion Rate	Percentage of subscribers who completed a desired action (e.g., purchase).	Shows how effective your email campaigns drive desired results.
Bounce Rate	Percentage of emails that could not be delivered.	Helps you identify and remove invalid email addresses.
Unsubscribe Rate	Percentage of subscribers who opted out of your email list.	Provides feedback on user experience and content relevance.
Return on Investment (ROI)	The financial return generated by your email marketing efforts.	Determines the overall effectiveness of your email campaigns.

Tools for Email Campaign Tracking

Utilize email marketing platforms such as Mailchimp,Constant Contact, or Sendinblue to monitor and analyze your campaign performance. these tools offer robust reporting dashboards, and provide insights into subscriber behavior.

Continuous Improvement: Testing,Iteration,and Learning

Email marketing is a continuous process of testing,learning,and optimizing. Conduct A/B tests on subject lines, content, and CTAs to identify what resonates best with your audience. Analyze the data to refine your strategies and improve your results over time. Refine your email marketing by learning from your data and analytics,making continuous improvements.