by Nicole Cloutier, Copywriter

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 ⏱️.”

When I wrote this, 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.