1. A system for displaying electronic content to a recipient based on recorded web-based activity data, comprising: at least one storage medium comprising electronic content associated with a plurality of general topics of interest and specific topics of interest; and at least one processor in communication with the storage medium and configured to execute a plurality of operations, the operations comprising: receiving, over a network, an electronic communication addressed to the recipient; identifying a general topic of interest based on the content of the electronic communication; identifying at least one specific topic of interest based on the content of the electronic communication; accessing stored web-based activity data associated with the recipient, the stored web-based activity data including at least one of email activity, search engine query history, and browsing activity; accessing a plurality of electronic content stored in the at least one storage medium; determining, based on the identified general and specific topics of interest and the stored web-based activity, at least one content selection rule, wherein the at least one content selection rule identifies an advertisement or message based on at least one of the identified general and specific topics of interest; applying the at least one content selection rule to determine a score for each of the plurality of accessed electronic content; selecting, based on the determined scores at least one of the plurality of accessed electronic content; and determining, based on the stored web-based activity, a displaying mechanism to display the selected electronic content on a device of the recipient, the displaying mechanism comprising at least one of a banner, a pop-up, a text-link, and a video.