A method and system for providing targeted applications within an electronic message interface. The method comprises retrieving content from a user's electronic message in the electronic message interface, parsing and interpreting the user's context from the content, and accepting bidding on the user's interpreted context from one or more applications, the one or more applications including triggering conditions related to the user's interpreted context. The one or more applications are ranked based on the bidding. The method further comprises loading the one or more applications into the electronic message interface based on the ranking, and providing one or more follow-up transactions associated with the one or more loaded applications based on the user's interpreted context.