[5] The product claimed several features, including cleaning up users' inboxes by helping to unsubscribe from unwanted emails while at the same time, allowing receipt as well as searching among those commercially oriented emails an individual still wants to receive.

The Swizzle was a product of Keep Holdings, a consumer and brand engagement conglomerate of business units including Keep.com, AdKeeper and TheSwizzle.com.

Kurnit is best known as the founder of now-defunct About.com, which grew to a public market value of $1.7 billion, and was sold to Primedia for $724 million, in 2001.

In 2016, The Swizzle came under harsh criticism from a small evangelical community after a holiday promotional email featured a song parody of Winter Wonderland, altering the words "Sleigh bells ring, Are you listening" to "Sleigh bells ring, are ya Swizzling?".

The company under intense media pressure was forced to issue a press release apologizing for its manipulation of the holiday classic.