Tracking Engagement: By using unique URLs, marketers can track which recipients clicked on which links, allowing for detailed engagement analysis. Personalization: Unique URLs can lead to personalized landing pages, enhancing the user experience and potentially increasing conversion rates. A/B Testing: They enable marketers to conduct A/B testing by directing different segments of their audience to different URLs. Attribution: Unique URLs help in attributing actions to specific email campaigns, providing insights into their effectiveness.