If you want to transfer individual data of the profile of a recpient via link, the notation for the data field is different from the notation of data fields within the text body of an e-mail.
Within the text body of an e-mail you include the contents of data fields like this:
This e-mail was sent to address [agnEMAIL].
But within links (which are parsed not by EMM but by the webserver first) you have to include the field name like this: