A method for displaying content of a time-sensitive e-mail message to a recipient, wherein the content displayed is based on when the recipient opens the time-sensitive e-mail message. A sender of the time-sensitive e-mail message establishes content and a rule set for delivering the e-mail message. The rule set contains a predefined time limit for allowing the recipient of the time-sensitive e-mail message to open it. If the recipient opens the time-sensitive e-mail message within the predefined time limit, the content within the e-mail is delivered to the recipient. If, however, the recipient fails to open the time-sensitive e-mail message within the predefined time limit, then the time-sensitive e-mail message is either deleted from the recipient's mailbox or an alternative message is displayed.