Written by Eliane Coudoro, Founder of Seventy Eight.

In my experience consulting with fintech companies, I've noticed a common pattern:

When asked about performance metrics, many teams default to showing basic engagement numbers like app opens or login frequency. While these metrics have their place, they don't tell the complete story of your fintech product's success.

The Three-Tier Metrics Framework

Tier 1: Commercial Metrics

These are your business-critical metrics that demonstrate direct value to stakeholders. These metrics prove how your CRM activities drive business value:

Key examples include:

• Customer Lifetime Value:

  Track how email-engaged users increase their trading volume or deposit size over time

• Revenue from CRM:

  Measure commission revenue generated from email-prompted trades

• ROI (Return on investment):

  Calculate returns from targeted investment product campaigns

For example: A crypto exchange tracked $2M additional trading volume from users engaged through personalized trading alerts.

Tier 2: User Engagement Metrics

These metrics help understand user behaviour and patterns.

Examples include:

• Customer Activation Conversion:

  Percentage of users moving from sign-up to active trading

• Monthly Active Customers:

  Numbers of customers that engaged with the platform/app

• Transaction Frequency:

  Number of payment transactions per month influenced by email retention workflows

Example: A payment app increased customer activation conversion by 40% through targeted onboarding campaigns.

Tier 3: Campaign and Feature Performance Metrics

While these shouldn't be your primary focus, they help optimise campaign performance.

Standard metrics include:

• Open Rates (Read our article on why this metric is inflated since 2021 here):

  Industry benchmarking and trend analysis

• Click-Through Rates:

  Measuring interest

• Unsubscribe Rate:

  Track email fatigue and content relevance

Example: A trading platform achieved 45% open rates and 0.1% unsubscribe rate for personalised portfolio alert emails.

Key Takeaway

When building your reporting framework, ensure you're covering all three tiers. This comprehensive approach will not only help you optimise features but also clearly demonstrate the strategic value of your CRM and email marketing initiatives to senior stakeholders.

Remember: Your stakeholders care about business impact, not just user engagement. Structure your reporting accordingly.

Summary