selection of materials and forms while presenting the content can significantly affect the perception of information and ensure effective communication. Videos and images can boost interest in presented offer. Key point is to the ability to measure the campaign. This also allows to measure the clickthrough rate and recognise whether sent message was opened. Another important thing is ability to unsubscribe anytime that uninterested consumer wants and efestival newsletter also offers that (Figure 3). It creates an opportunity to analyze what works well and what needs an improvement which is important from a business point of view (Figure 4).
figure 3 Possibility of unsubscribing from newsletter.