Today: how a question in the headline lifted clicks

Today: how a question in the headline lifted clicks

A headline is the bold first line of your notification. One buyer always wrote statements like "New deal available now." Flat results: 0.5% CTR.

He tried rewriting headlines as questions:
— Before: "New deal available now"
— After: "Did your bill go up this month?"

Same offer underneath. The question version hit 1.1% CTR. A question gently invites the reader to answer in their head, and that little pause makes them stop scrolling.

It won't work for every offer, and overdoing it feels gimmicky. But as a tool in your kit, a well-aimed question earns attention honestly.

Try this: take one of your statement headlines and rewrite it as a real question someone might actually wonder. Read it out loud. If it sounds natural, you're onto something. Nicely done.