Hotmail users unsubscribe most but most likely to convert

Have you ever begun registering for a white paper, e-book or manual, entering your free online account at the email field, just to see they won’t take anything besides a business address?

So you reluctantly do this, probably because if you are anything like me, you seldom unsubscribe from B2B newsletters.

However, for new sites, a contest, or a daily bargain, you probably use your Hotmail (or MSN or Live), Gmail or Yahoo account that is devoted to newsletters, competitions, social networking, special offers and quite possibly,”junk” email. Since it is free, you do not care if you stop it, since you can quickly open another; when it gets too much spam, you finally stop opening it entirely.

But if you pay for an email account, like through a bundled home phone and internet package, you’re much less likely to depart this speech and so take care for which sites you sign up.

So I have only been poring over my un-subscription figures in the previous 12 months looking at a few routines. What email addresses do they have? Of the last year’s un-subscribers, 27 percent had Hotmail/MSN/Live email addresses. The next greatest section had Gmail addresses (20%), 18% unsubscribed from paid telco accounts, 16 percent from work email addresses, with Yahoo in fifth place with 14 percent of un-subscribers.

With six in 10 (61%) of those unsubscribing members belonging to the trifecta of free on-line speeches — Hotmail, Gmail and Yahoo — it would be easy to assume that people using those free email services are the least engaged associates. In a nutshell, a freebie-chasing bunch who would never turn into clients, while those with corporate email addresses are more likely to stay loyal, and make purchases.

But , when do they tend to unsubscribe? Of people who unsubscribed in the previous 12 months, more than one in five (22 percent ) unsubscribed when I sent out the horoscope prediction newsletter on the 1st of this month.

So 78% unsubscribe upon receiving special offers (or more correctly, when they get too many or not targeted well enough). Of the corporate clients who unsubscribed, 89 percent of them stopped when they obtained special offers sent outside the normal newsletter. Eight in ten (81%) of my paid telco email account holders hit the unsubscribe button once they received promotions, as did Yahoo subscribers (75 percent ), and Gmail (72 percent ) with Hotmail consumers (68 percent ) somewhat more accustomed to promotions being emailed occasionally during the month.

Why would they unsubscribe? I am contacting them more frequently. By April 1-December 31 2011, I sent out just 40 messages to people in my database, a rate of 4.4 emails each month and got a 4% unsubscription speed during this time period. However, I’ve been growing my database also. So from January 1-April 15 2012, I also sent out 40 messages, a rate of 11.4 per month but received just 3.2percent unsubscriptions overall. This year, I have been sending out more — but more segmented and targeted — mails to clients.

Of all clients who have purchased at least one product from my site, 32 percent of those used Hotmail addresses, 20% were compensated telco users, followed by people with business, government or education-based email addresses (19 percent ), Gmail (9 percent ) and Yahoo, making up 6 percent of buyers.

Of the repeat clients who have bought on at least 2 times, 46% use a paid telco email address, 21 percent are Hotmail users, 16 percent are work-based clients while 11% have Gmail addresses, and 6 percent have Yahoo accounts.

In summing up these highly subjective statistics, it appears Hotmail customers are the most likely to unsubscribe entire as a result of the heavy bombardment of the inboxes, while members with work mails unsubscribe quickly from promotional offers that are part of the typical newsletter. Hotmail clients provide the best conversion rates, but those who pay for their email addresses through their telco account would be the most likely to become repeat clients.

Would you see similar patterns with your clients?