Email marketing campaigns have an average open rate of 24.88%, according to email marketing benchmarks guide by econsultancy. If your open rate is falling way behind these benchmarks, it indicates there is room for improvement. Air Asia saw an 87% increase in its open rate by using personalization, engagement, and subject line testing. They achieved 27% open rate, which was almost double than the average open rate for travel industry. La fitness, a well known health and fitness business, used data and personalization to achieve an impressive 33% open rate. In this article, we will show you how to use data and personalization to maximize your open rates.