It encourages people to visit your site at the beginning or end of the day. It gives your site a share of traffic that would otherwise have gone to a dedicated Web mail service like Hotmail. Maxwell's pitch is alluring. It's a global phenomenon. It's by far the 'stickiest' application on the Web.
People genuinely do have two identities, or three, or four.
And the rhetorical gusto resonates with marketing executives. Maxwell believes this is just the beginning. All the major airlines have told her they want their own branded e-mail, she says. Free e-mail isn't bad. People can forward their office e-mail to a free account and check it from the road.