Some of the electronic messages transmitted post-purchase to the purchaser of a gift may include content that is of interest to the gift recipient. However, not all of the content in a message suitable for the purchaser might be suitable for a message to the gift recipient. In some embodiments, content may be obscured in a message for a given recipient. The obscuring may be implemented through at least one of: hiding, omitting, masking/obfuscating, or modifying the content presented. In some embodiments, a message is generated without having regard to the possible message recipients, and includes fields tagged to associate each field with a respective one or more recipients. For each recipient, a message is generated and transmitted in which the content that does not have a tag associated with that recipient is obscured.