Systems and methods provide e-mail forwarding by receiving a first message from a first e-mail system, the first message being previously addressed to a first e-mail account address on the first e-mail system; associating the first message previously addressed to the first e-mail account with a second e-mail account address; forwarding the first message to the second e-mail account address; and arranging for an incentive to be shared between the first e-mail system and a forwarding system that receives the first message.