As discussed, it’s one thing to get consumers to open your emails; it’s another entirely to keep the audience engaged. Below, we’ve rounded up a few factors that could improve your email marketing strategy:

Timing — Is your email sent at an optimal time of day, and is your messaging timely? An email marketing survey found that late nights and weekends are excellent times for email marketing — there’s less competition, so open rates are higher for the night owl crowd.

Personalization — You have a lot of data about each of your customers. Consider clustering your email list into several different groups, based on shopping habits, location or interests, to make your messaging more relevant.

Purpose — Is there a call to action? Is the consumer being engaged? What’s the purpose of your email?

Subject line — You don’t want to tell the whole story, or else readers won’t need to click. And even though you might be excited about the email’s contents, an all-caps subject line with multiple exclamation points is a surefire ticket to the spam folder.

Mobile optimization — Nearly half of emails are read on mobile devices, so if your emails can’t be read on mobile devices, you risk losing the consumer — 30% of consumers will unsubscribe if an email doesn’t render properly. And yet, less than 12% of email newsletters boast responsive design, according to a 2013 study.

Exit Surveys — A simple exit survey can help your business glean insights into why consumers are leaving, which you can use to inform your strategy moving forward. It helps to offer multiple choice buttons  along with an optional field where consumers can write in feedback.