Let's be honest: your email subscribers don't always behave the way you expect them to. In fact, they often act in ways that are… well, odd.

They click but don't buy.

They buy but don't open.

They ignore emails for months, then suddenly jump on an offer.

And no — it's not just your email list. Human behaviour is messy. Emotion drives decisions more than logic, and successful email marketing leans into that, not against it.

Spot the Patterns. Then Use Them.

Even if their habits seem erratic, subscribers tend to follow personal patterns — especially around money.

Some might delay purchases until their payday. Others treat their credit card cycle like a ticking countdown. Some will only buy after days of research. Others are triggered by a 24-hour flash sale.

Your job? Identify those rhythms — and market accordingly.

For example:

• Higher-priced offers might perform better if timed to align with common billing cycles or paydays.
• Reminder emails can hit just before the decision window closes.
• Value-focused messaging early on gives subscribers time to rationalise the spend.

Even small timing tweaks can lead to significant lifts in open and conversion rates.

Odd Isn't Bad. It's Useful.

What might seem like irrational behaviour — waiting for the "right moment" to buy or reacting strongly to deadlines — is actually predictable when you step back.

It's the reason:

• FOMO campaigns still work.
• "Only for you" language gets clicks.
• Timing your email for the 19th of the month might outperform the 5th — depending on the offer and the audience.

The key is testing and observing. Watch when people click. When they buy. When they ghost you. Then adjust your cadence and content to match.

Be Strategic with Timing & Tone

Some subscribers need pressure. Others need space. That's why you should:

• Test early bird vs last-minute urgency
• Vary tone — from friendly nudge to bold CTA
• Consider triggers outside your own calendar (paydays, credit card cycles, seasonal spending shifts)

The most effective email campaigns often feel like they just happened to land at the perfect moment.

Spoiler: that's no accident.

Weird Habits = Real Opportunity

Your email subscribers are full of quirks, habits, and (sometimes contradictory) beliefs. That's not a problem — it's a goldmine.

Smart email marketing doesn't fight human behaviour. It works with it.

So go ahead. Embrace the weird.

Track the patterns.

Time your messages with precision.

And write like you understand them — because the brands that do are the ones that convert.