Email-based money transfer

An electronic commerce (e-commerce) system may send advertisement emails to customers that are registered with the e-commerce system. The advertisement emails may include mailto links. Each mailto link describes an email message that is generated when that link is selected. When a mailto link is selected, the generated email message includes one or more parameters related to a money transfer made by the customer to a second financial account. For example, the generated email message may include a customer identifier, and/or one or more parameters that indicate the second financial account to which a money transfer should be made, and an amount to be transferred. The generated email message may then be transmitted to the e-commerce system. The e-commerce system may receive the message and, based on the parameters in the received message, communicate with a payment processing system to perform the money transfer indicated in the message.