A personalized URL is used in many forms such as a microsite, which is a mini website consisting of only a couple of pages and is tailor designed for an individual (these are commonly used as marketing tool), or included in an email Ad which is personally addressed to only one specific person and may contain their name within the ad.

Receivers of emails that are personally addresses to them and even more so if it contains their name are more likely to open that email and at least skim across it before closing it.