Why should you open the email in the browser function?
It is not a requirement to include this feature, but it does not hurt to include it in your mailings. "Open the email in browser" is an alternative viewing method that we think is great to have. Because if a consumer can't read the emails you've sent, or if the email is full of broken image links, the email will be received as poor communication and that consumer is likely to go elsewhere to meet their needs. That is why it is imperative to have a link that clearly says 'Open the email in browser'.
43% of all email openings take place on a mobile device and therefore it is important to provide consumers with an alternative viewing option, especially for those who are unsure how to change their inbox settings so that links and images are rendered correctly when opened.