FREE CASE STUDY

Before you send another email… want to see what’s working for 28 other creative businesses? 👀

See real data on the subject lines that are actually getting opened in 2025 — and how you can get those killer open rates, too.

Because when your emails get opened, your ideas spread, your offers sell, and your work actually reaches the people it’s meant to help.

You’re probably writing thoughtful emails — the kind that feel personal, grounded, and real.

You show up with products you care about and offers that genuinely help people.

But still, you wonder…

Does that 51% open rate mean you’re doing great? Or is everyone else is secretly getting 60?
Do your slightly obsure, esoteric subject lines spark curiosity — or confusion?
Are those emoji-only subject lines that everyone’s doing actually working?
How many clicks, podcast listens, or purchases are you missing out on because people are reflex-archiving your emails?

Wonder no longer, my friend.

The Great Subject Line Experiment of 2025 is your behind-the-scenes look at what’s really happening in inboxes right now.

Inside, you’ll find:

The data behind 282 real subject lines from artists, writers, coaches, and small business owners so you can see what’s actually landing with audiences like yours.
A detailed breakdown of the subject line patterns that are catching attention this year (even if you’re not a marketing girlie!).
Contributor insights on what surprised them about their own results — and what they recommend you try.
Swipe-worthy templates distilled from the BEST performing subject lines of the bunch (so your next subject line can join the most-opened list of 2025).

This Year’s Contributors Include:

Jessica Abel

Taylor Allbright, PhD

Shivani Mehta Bhatia

Britt Broekhaus

Katelyn Collins

Cody Cook-Parrott

Rachel Duncan

Rachel Harrison-Sund

Lisa Jara

Christina Jones

Sarah Jutras

Nicki Krawezyk

Jessica Lackey

Amanda Laird

Bailey Lang

Tara Leaver

Lauren Levine

Erika Mark

Amelia Hruby, PhD

Eli Lawliet, PhD

Kelly Porter

Jess Reid

Cecily Sailer

Katie Scott

Adrienne Sloan

Podge Thomas

Laurnie Wilson

28

Contributors

Astrologers, therapists, jewelry makers, writers… aka not just marketers selling marketing.

See what works beyond the usual “online business bubble” and spot patterns that might surprise you.

282

Subject Lines

Every one of these earned its spot here — they’re the best-performing lines from the past six months.

So that you’re not guessing what should work… you’re seeing what actually did.

41

Skimmable Pages

Word-by-word breakdowns, tone trends, and swipeable templates pulled straight from the best of the bunch.

Because you’ve sent enough subject lines into the void — now it’s time to see what really works.

The greatest thing about subject lines is also the most annoying: what works is always changing.

That’s also what makes subject lines the perfect testing ground. Think about it: you can have an idea at 7am, send a couple subject lines about it, and see — almost immediately — what your people care about.

Once you know that, you can make better decisions everywhere else: on your sales pages, in your offers, even in how you talk about your work.

Big companies can afford to send thousands of emails to dozens of segments and get conclusive results nearly overnight. As solopreneurs, we have to gather data a little more slowly…

That is… unless we share.

That’s really what this project is about: collaboration.

Small business owners coming together to say, this worked for me… maybe it’ll work for you, too.

My hope is that the data helps you look at your own emails differently — to experiment, to play, to stop guessing quite so much.

And if you’re heading into winter launch mode, I hope it helps you feel more grounded in what your readers actually want to open… so that you can make a decent living doing what you love.

Read, enjoy, experiment, make money.

xo

Nicole Cloutier, Conversion Copywriter & Email Strategist

You’re writing great emails. Let’s make sure people actually read them.

Ready to see the open rates, top-performing words, and real patterns showing up in 2025’s most successful subject lines?