High click rate on link to online version of the email - why, oh why?
I've recently noticed that a lot of our readers click the 'Check the online version of this email' link. The stats can go as far as 25% of the total cliks, sometimes more. My colleagues and I (Marcom department, including Webteam) really wonder why. None of us ever clicks this link in the emails we receive personally.
We place this link on top of the email. Is it just because it's the very first link they can see? Or because some don't want to activate images? Or does it really mean they cannot read our emails?
Do you experience such high rates for this link? How would you interpet this behaviour? is there anything we can do about it?
Thanks for your help.