I definitely couldn't "make" anyone click on anything. But delivering it wasn't the only thing we had control over. The format and content of the email we had complete control over. This was years ago, but at the time I suggested trying to record and study which emails lead subscribers to actually click the link so that we could learn to produce content/offers that more people wanted to see. The idea was mostly shrugged off but I did it anyways. When the numbers of people actually following the links went up my boss never wanted to show anybody. My somewhat cynical guess is that he didn't want to introduce real accountability (proof that we were having an effect) into some of the data he was presenting to other departments.