IncrediMail tries to capture the emotional flavor of instant messaging systems with the information value of e-mail by including such things in messages as animated icons, customized backgrounds, and special animations that including political statements.

The program achieves very practical results by synchronizing directly into major web-based e-mail applications as well as standard POP3 accounts. Animated notifications alert users to incoming email messages even when the program is closed. IncrediMail, which was founded in 1999, today includes up-to-date anti-virus and anti-spam tools.

IncrediMail founder and CEO Yaron Adler says the program's success is due to viral marketing. He said, "Our users are our best friends, and everything we do for our existing users is also there to bring in the next user." When asked how he felt about reaching the 40 million user level, Adler said, "It's just an interim goal."