You should pay special attention to the content: sprinkle links generously as more links tend to increase the CTR–adding a single extra link can make users click through your web a whopping 25% more. This doesn’t mean that you have to fill the email with links, though. That’s needy.
Email landing pages are particularly attractive to email marketers, because you can, sometimes explicitly, tell the user what to do and what you expect of him.
Emails are nothing without a call to action. Simply put, they have no real purpose without a call to action. The “action” you want the user to take, can vary. However, if you’re serious about your business, the place where each email ultimately leads to is a landing page.