You're not wrong in thinking that the clicks are likely originating from bots, and while it's certainly intriguing that the text-version links in your emails are receiving significantly higher click-through rates than the HTML links, jumping to the conclusion that they are originating only due to bot activity might be premature. Here are some alternative explanations you might want to consider and account for:
Technical issues:
- Mismatching links: Ensure the text and HTML versions lead to the same landing page. Discrepancies could lead users to click on the text version as a fallback.
- Email client rendering: Certain email clients might display the HTML version poorly, prompting users to rely on the plain text option.
- Link tracking discrepancies: Double-check that your email analytics platform measures both text and HTML link clicks consistently.
User preference and behavior:
- Clarity and conciseness: Text links can often be more concise and direct, especially if the HTML version includes surrounding text or formatting.
- Mobile friendliness: Text links might be easier to click on mobile devices with smaller screens.
- Privacy concerns: Some users might be wary of clicking on visually rich HTML elements due to potential tracking or malware concerns.
Also, do you have the bot activity filter turned on? If not, I'd recommend you do so, as it would like help in this situation - enabling you to filter/log bot activities. Of course, it's not guaranteed to catch ALL the bot activities, but having it on would certainly help you to come to a more probable conclusion as to whether the engagements are from bot activities or not.
