1. A computer-implemented method for identifying electronic content, the method comprising the following operations performed by at least one processor: identifying a plurality of electronic content items based on the content of an electronic communication; applying an upcoming event content selection rule based on the content of the electronic communication; adjusting a set of scores associated with the plurality of content items based on the application of the upcoming event content selection rule; further adjusting the set of scores based on application of a merchant content selection rule, wherein application of the merchant content selection rule comprises determining whether a particular merchant name specified by the merchant content selection rule is referenced in the electronic communication; and identifying, based on the further adjusted set of scores, an electronic content item from the plurality of electronic content items.