20 Subject Lines That Worked (and Why): Lessons for 2025

I’m about to share my 20 best-performing subject lines from 2024 — complete with open rates, why they worked, and how you can carry those lessons into your OWN subject lines in 2025.

But before we do that, let’s talk about my worst one. 😬

“How to slow down time ⏱️.”

Reader, when I wrote this subject line, I thought it was gold.

But here’s where I went wrong:

I was so obsessed with the concept that I didn’t stop to ask myself if anyone else would be.

The logic went like this (try not to glaze over!):

Great copy slows time for the reader by pulling them into vivid details. It creates little pockets of stillness in our otherwise chaotic days. So, great copy is actually giving people the gift of time.

Deep, right? Too deep.

In my attempt to be clever, I sacrificed clarity — a marketing sin as old as time.

The good news, though? Marketing is always an experiment! Not everything will work, but everything can teach you something.

That’s why analyzing what did and didn’t work this year is so valuable.

Okay, so I’m about to share my best performing subject lines of 2024 but with a couple of quick caveats:

1. Timing matters. My open rates dipped around Black Friday because inboxes were flooded with sales emails. If you’re analyzing your own numbers, keep the calendar in mind.

2. List size matters too. My email list is small (<500 people). Smaller lists tend to have higher open rates, so if you’re working with a much larger (or smaller) audience, don’t get caught up in direct comparisons to my numbers.

Without further ado, these are the subject lines that resonated with my people — mostly solopreneurs who are a little weird, a little witchy, and appreciate a dash of thoughtful irreverence.

Let’s see what we can learn. 🤩

My Top 20 Subject Lines in 2024

1. What I hear when I listen — 73.7%

2. Turn your website into a choose your own adventure novel — 71.5%

3. ✌️ Subject lines I loved (and a few I didn’t) — 70.9%

4. 👋 Do you want to be on my podcast? — 68.4%

5. Prologue before a hurricane — 68.1%

6. Where does your ‘self’ end? Or begin? — 67.7%

7. Magician says: ‘You have everything you need’ — 67.2%

8. Almost did this one v wrong (hiring) 😬 — 67.1%

9. Lyrics that ruined me (millennial problems?) — 66.3%

10. Everyone loves to hate on ‘should’ (should they?) — 66.2%

11. Time travel & gossip 🍵 — 66%

12. Case study: $50 email-only promo (the copy audit) — 65.7%

13. My photoshoot jitters 🫣 — 65%

14. Landscapes, prayers, & other ordinary magic — 64.9%

15. Trust me, I’m a ______ — 64.8%

16. It’s my birthday 🎉 — 64.6%

17. Embracing hesitation before spring — 64.6%

18. Me vs. AI (cast your vote) 🗳️ — 64.5%

19. I paid her $500 — 64.2%

20. Black Friday, Black Schmiday, amiright? — 64.2%

What Worked? Themes That Emerged

Looking at these subject lines, a few key patterns stood out:

1. Curiosity Slays the Inbox

   1. Lines like “What I hear when I listen” and “I paid her $500” tease just enough to make people want more. They raise questions your audience needs answered.

2. Playful and Weird Wins

   1. From “Turn your website into a choose your own adventure novel” to “Time travel & gossip 🍵,” these lines show off personality. They’re fun, specific, and - might I say - a little offbeat.

3. Relatability and Vulnerability

   1. Subject lines like “My photoshoot jitters 🫣” and “Almost did this one v wrong (hiring) 😬” feel human. They also hint at personal stories, which helps build connection.

4. Clear Value, But Make It Fun

   1. Specificity specificity specificity! “Case study: $50 email-only promo” or “Do you want to be on my podcast?” are examples. — but even these are delivered in a way that feels approachable, not stuffy.

5. Timely and Relevant

   1. Some lines tied into seasonal or cultural moments, like “Black Friday, Black Schmiday, amiright?” and “Embracing hesitation before spring.” I also think these have personality, and the BF one especially has that hint of irreverence that my audience tends to like (+ piques interest).

Lessons for 2025: How to Write Better Subject Lines

If you want more opens next year, keep these tips in mind:

1. Prioritize clarity over cleverness. Your audience shouldn’t have to think too hard to get it.

2. Lead with curiosity. Tease a story, a result, or a question they’ll want answered — but don’t give away the whole story.

3. Infuse your personality. Be playful, relatable, and maybe even a little weird. The best-performing subject lines sound like a quick text to a friend.

4. Get specific. Offer value in a way that’s tangible and easy to grasp. Essentially, let them know exactly what they’ll see when they open that email (which leads to higher clicks, too!).

Now, Let’s Rework My Flop!

Let’s put these lessons to work and give my worst-performing subject line — (How to slow down time ⏱️) — the makeover it deserves.

Remember, the problem is: This subject line was too vague and concept-heavy. People didn’t know what they’d get by opening it.

The fix: Let’s make it clearer and more curiosity-driven:

• The secret to slowing down time (without leaving your desk)

• Why great copy feels like a time machine

• Time spells for your marketing (yes, really)

What do you think? Which version would you open?

Here’s to higher open rates (and more sales!) in 2025.

P.S. If you’d like help crafting subject lines or sharpening your marketing strategy next year, let’s chat!

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