What's the behavior that drives people to click on the logo at the top of my emails?
As long as I've been sending email campaigns with company logos on top, those clicks nearly always get as many, if not more, clicks than the primary call to action of the campaign.
I can't explanin this, other than it's possible the people who click on logos are the ones who are brand aware, and want to check up on your company. Or, that they're the type who prefers to navigate things their own way, meaning, they'll see a message in your email, but go to the website itself to navigate to it (instead of clicking directly from within the email).
If anybody has insights or has run tests/surveys to help give clarity to this odd behavior, I'm all ears. And I promise to post back with any results of my own.