The service will be marketed to consumers and businesses looking for a system to filter incoming e-mail. Mailshell plans to capitalize on a growing public sensitivity to e-mail marketing issues such as spam, said Eytan Urbas, vice president of marketing at Mailshell.

"Ultimately, it's all about user control," he said. "It's about letting users decide what is relevant and what they want to receive. And, it's about businesses that want to decrease unwanted e-mail to increase (employee) production."

Urbas said his Web site also will offer compose, send and receive e-mail services similar to destinations such as Hotmail.com or Yahoo.

Subscribers will be able to enlist in e-mail programs for several interest-specific categories. Users will be able to join the clubs in a secured system in which a user's e-mail address will have a uniquely coded relationship with each e-mail program.

Incoming e-mail with foreign code will be blocked, Urbas said. He added that, upon registration, users will be able to receive third-party e-mail.