A loyalty programme with an annual duration (September '04–July '05), called MilleMail, – which rewards those who believe in Direct Marketing. It would include customer segmentation into twelve categories, a different levels reward programme based on a gift catalogue, and involvement of business accounts for communication, management and collection of subscribers. The communication plan was based on a media-mix including a dedicated website www.millemail.it, teasing "launch" cards to generate traffic on the site, gift catalogues sent to top spender customers and prospects, and monthly account statements.

The programme is ongoing. Sales force's commitment has increased highly.30% subscribed customers more than 50% subscribing customers on total turnover.