Methods and systems of optimizing e-mail for mobile devices are described. In some embodiments, an e-mail message is caused to be displayed within an e-mail client on a mobile device. The e-mail message comprises a selectable link corresponding to a website action that can be performed on a website. A user on the mobile device is enabled to cause a performance of an e-mail action corresponding to the website action via the e-mail client without navigating to the website, such as via a new e-mail message generated within the e-mail client. A mobile link configured to cause the performance of the action via the e-mail client can be included in the e-mail message. A CSS pseudo-element can be included in CSS rules for the e-mail message. The CSS pseudo-element can be configured to generate mobile content associated with the mobile link.