First, people have fundamental drives that can override logical reason. Gift cards probably aren't your button. Maybe your buttons aren't even ones that are eas

First, people have fundamental drives that can override logical reason. Gift cards probably aren't your button. Maybe your buttons aren't even ones that are easily poked at by e-mail, I dunno. But EVERYONE has buttons somewhere that make them exploitable, and a lot of them ARE e-mail accessible... maybe as easy as offering free money, which is a pretty common one, and it's why marketers have been obsessed with it for ages. Another factor is that a lot of people have jobs where they're really busy and deal with a lot of e-mail from people with all kinds of bizarre communication styles. Catch one of them with the right e-mail on the right day, and you'll get a careless click. Black hats get to try every day across lots of people, and they only need it to work one time against one person to score.