Landing pages continue to be the most common call-to-action items within marketing emails. You can now personalize these pages for each prospect based on their attributes and past behavior. This personalization can affect the layout, dynamic content, branding, and more.
For example, a prospect receives a tailored email that shows the logo of their local sports team. When they click a link, the personalization continues by opening a page that shows their local weather and sports news. This maintains a continuum of personalized experience, and is likely to improve demand generation.