I love that they are always thinking of ways for us marketers can connect our message more deeply into what is important - my favorite part! That's because it means less work from me :) It would be great if there were some way you could track how many people clicked through vs took action (e-mailed etc.).
We're working towards creating deeper engagement so this helps identify those efforts which resonate most strongly with customers/potential clients /users as well as helping understand where your marketing dollars should go next year when budgets get tight again.