diff --git a/internal/msg/client.go b/internal/msg/client.go
new file mode 100644
index 00000000..0cee2d00
--- /dev/null
+++ b/internal/msg/client.go
@@ -0,0 +1,127 @@
+package msg
+
+import (
+	"bytes"
+	"encoding/json"
+	"fmt"
+	"strings"
+	"text/template"
+	"time"
+
+	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/microcosm-cc/bluemonday"
+	"github.com/opencontainers/go-digest"
+	"github.com/russross/blackfriday/v2"
+)
+
+// Client represents an active msg object
+type Client struct {
+	opts Options
+}
+
+// Options holds msg client object options
+type Options struct {
+	Meta     model.Meta
+	Entry    model.NotifEntry
+	TplFuncs template.FuncMap
+}
+
+const defaultTpl = `Docker tag {{ if .Entry.Image.HubLink }}[**{{ .Entry.Image }}**]({{ .Entry.Image.HubLink }}){{ else }}**{{ .Entry.Image }}**{{ end }}
+which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status "new") }}newly added{{ else }}updated{{ end }}
+on {{ .Meta.Hostname }}.`
+
+// New initializes a new msg client
+func New(opts Options) (*Client, error) {
+	return &Client{
+		opts,
+	}, nil
+}
+
+// RenderMarkdown returns a notification message as markdown
+func (c *Client) RenderMarkdown() (title string, text []byte, err error) {
+	return c.RenderHTMLTemplate(strings.ReplaceAll(defaultTpl, "\n", " "))
+}
+
+// RenderMarkdownTemplate returns a notification message as markdown with a custom template
+func (c *Client) RenderMarkdownTemplate(tpl string) (title string, text []byte, err error) {
+	title = fmt.Sprintf("Image update for %s", c.opts.Entry.Image.String())
+	if c.opts.Entry.Status == model.ImageStatusNew {
+		title = fmt.Sprintf("New image %s has been added", c.opts.Entry.Image.String())
+	}
+
+	var msgBuf bytes.Buffer
+	msgTpl := template.Must(template.New("notif").Funcs(c.opts.TplFuncs).Parse(tpl))
+	err = msgTpl.Execute(&msgBuf, struct {
+		Meta  model.Meta
+		Entry model.NotifEntry
+	}{
+		Meta:  c.opts.Meta,
+		Entry: c.opts.Entry,
+	})
+
+	text = msgBuf.Bytes()
+	return
+}
+
+// RenderHTML returns a notification message as html
+func (c *Client) RenderHTML() (title string, text []byte, err error) {
+	return c.RenderHTMLTemplate(strings.ReplaceAll(defaultTpl, "\n", " "))
+}
+
+// RenderHTMLTemplate returns a notification message as html with a custom template
+func (c *Client) RenderHTMLTemplate(tpl string) (title string, text []byte, err error) {
+	title, text, err = c.RenderMarkdownTemplate(tpl)
+	if err != nil {
+		return
+	}
+
+	text = []byte(bluemonday.UGCPolicy().Sanitize(
+		// Dirty way to remove wrapped <p></p> and newline
+		// https://github.com/russross/blackfriday/issues/237
+		strings.TrimRight(strings.TrimLeft(strings.TrimSpace(string(blackfriday.Run(text))), "<p>"), "</p>"),
+	))
+	return
+}
+
+// RenderJSON returns a notification message as JSON
+func (c *Client) RenderJSON() ([]byte, error) {
+	return json.Marshal(struct {
+		Version  string        `json:"diun_version"`
+		Hostname string        `json:"hostname"`
+		Status   string        `json:"status"`
+		Provider string        `json:"provider"`
+		Image    string        `json:"image"`
+		HubLink  string        `json:"hub_link"`
+		MIMEType string        `json:"mime_type"`
+		Digest   digest.Digest `json:"digest"`
+		Created  *time.Time    `json:"created"`
+		Platform string        `json:"platform"`
+	}{
+		Version:  c.opts.Meta.Version,
+		Hostname: c.opts.Meta.Hostname,
+		Status:   string(c.opts.Entry.Status),
+		Provider: c.opts.Entry.Provider,
+		Image:    c.opts.Entry.Image.String(),
+		HubLink:  c.opts.Entry.Image.HubLink,
+		MIMEType: c.opts.Entry.Manifest.MIMEType,
+		Digest:   c.opts.Entry.Manifest.Digest,
+		Created:  c.opts.Entry.Manifest.Created,
+		Platform: c.opts.Entry.Manifest.Platform,
+	})
+}
+
+// RenderEnv returns a notification message as environment variables
+func (c *Client) RenderEnv() []string {
+	return []string{
+		fmt.Sprintf("DIUN_VERSION=%s", c.opts.Meta.Version),
+		fmt.Sprintf("DIUN_HOSTNAME=%s", c.opts.Meta.Hostname),
+		fmt.Sprintf("DIUN_ENTRY_STATUS=%s", string(c.opts.Entry.Status)),
+		fmt.Sprintf("DIUN_ENTRY_PROVIDER=%s", c.opts.Entry.Provider),
+		fmt.Sprintf("DIUN_ENTRY_IMAGE=%s", c.opts.Entry.Image.String()),
+		fmt.Sprintf("DIUN_ENTRY_HUBLINK=%s", c.opts.Entry.Image.HubLink),
+		fmt.Sprintf("DIUN_ENTRY_MIMETYPE=%s", c.opts.Entry.Manifest.MIMEType),
+		fmt.Sprintf("DIUN_ENTRY_DIGEST=%s", c.opts.Entry.Manifest.Digest),
+		fmt.Sprintf("DIUN_ENTRY_CREATED=%s", c.opts.Entry.Manifest.Created),
+		fmt.Sprintf("DIUN_ENTRY_PLATFORM=%s", c.opts.Entry.Manifest.Platform),
+	}
+}
diff --git a/internal/notif/amqp/client.go b/internal/notif/amqp/client.go
index fa47c43d..f2a6f993 100644
--- a/internal/notif/amqp/client.go
+++ b/internal/notif/amqp/client.go
@@ -1,14 +1,12 @@
 package amqp
 
 import (
-	"encoding/json"
 	"fmt"
-	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	"github.com/crazy-max/diun/v4/pkg/utl"
-	"github.com/opencontainers/go-digest"
 	"github.com/streadway/amqp"
 )
 
@@ -70,33 +68,19 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		return err
 	}
 
-	body, err := json.Marshal(struct {
-		Version  string        `json:"diun_version"`
-		Hostname string        `json:"hostname"`
-		Status   string        `json:"status"`
-		Provider string        `json:"provider"`
-		Image    string        `json:"image"`
-		HubLink  string        `json:"hub_link"`
-		MIMEType string        `json:"mime_type"`
-		Digest   digest.Digest `json:"digest"`
-		Created  *time.Time    `json:"created"`
-		Platform string        `json:"platform"`
-	}{
-		Version:  c.meta.Version,
-		Hostname: c.meta.Hostname,
-		Status:   string(entry.Status),
-		Provider: entry.Provider,
-		Image:    entry.Image.String(),
-		HubLink:  entry.Image.HubLink,
-		MIMEType: entry.Manifest.MIMEType,
-		Digest:   entry.Manifest.Digest,
-		Created:  entry.Manifest.Created,
-		Platform: entry.Manifest.Platform,
+	message, err := msg.New(msg.Options{
+		Meta:  c.meta,
+		Entry: entry,
 	})
 	if err != nil {
 		return err
 	}
 
+	body, err := message.RenderJSON()
+	if err != nil {
+		return err
+	}
+
 	return ch.Publish(
 		c.cfg.Exchange,
 		q.Name,
diff --git a/internal/notif/discord/client.go b/internal/notif/discord/client.go
index 9b15be15..b7bb4fa0 100644
--- a/internal/notif/discord/client.go
+++ b/internal/notif/discord/client.go
@@ -6,10 +6,10 @@ import (
 	"fmt"
 	"net/http"
 	"net/url"
-	"text/template"
 	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 )
 
@@ -44,33 +44,25 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		Timeout: *c.cfg.Timeout,
 	}
 
+	message, err := msg.New(msg.Options{
+		Meta:  c.meta,
+		Entry: entry,
+	})
+	if err != nil {
+		return err
+	}
+
+	title, text, err := message.RenderMarkdown()
+	if err != nil {
+		return err
+	}
+
 	if len(c.cfg.Mentions) > 0 {
 		for _, mention := range c.cfg.Mentions {
 			content.WriteString(fmt.Sprintf("%s ", mention))
 		}
 	}
-	if entry.Status == model.ImageStatusNew {
-		content.WriteString(fmt.Sprintf("New image %s has been added", entry.Image.String()))
-	} else {
-		content.WriteString(fmt.Sprintf("Image update for %s", entry.Image.String()))
-	}
-
-	tagTpl := "**{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}**"
-	if len(entry.Image.HubLink) > 0 {
-		tagTpl = "[**{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}**]({{ .Entry.Image.HubLink }})"
-	}
-
-	var textBuf bytes.Buffer
-	textTpl := template.Must(template.New("discord").Parse(fmt.Sprintf(`Docker tag %s which you subscribed to through **{{ .Entry.Provider }}** provider has been {{ if (eq .Entry.Status "new") }}newly added{{ else }}updated{{ end }} on **{{ .Meta.Hostname }}**.`, tagTpl)))
-	if err := textTpl.Execute(&textBuf, struct {
-		Meta  model.Meta
-		Entry model.NotifEntry
-	}{
-		Meta:  c.meta,
-		Entry: entry,
-	}); err != nil {
-		return err
-	}
+	content.WriteString(title)
 
 	fields := []EmbedField{
 		{
@@ -108,7 +100,7 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		AvatarURL: c.meta.Logo,
 		Embeds: []Embed{
 			{
-				Description: textBuf.String(),
+				Description: string(text),
 				Footer: EmbedFooter{
 					Text:    fmt.Sprintf("%s © %d %s %s", c.meta.Author, time.Now().Year(), c.meta.Name, c.meta.Version),
 					IconURL: c.meta.Logo,
diff --git a/internal/notif/gotify/client.go b/internal/notif/gotify/client.go
index dc624779..cb6905e0 100644
--- a/internal/notif/gotify/client.go
+++ b/internal/notif/gotify/client.go
@@ -8,9 +8,9 @@ import (
 	"net/url"
 	"path"
 	"strconv"
-	"text/template"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 )
 
@@ -42,35 +42,26 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		Timeout: *c.cfg.Timeout,
 	}
 
-	title := fmt.Sprintf("Image update for %s", entry.Image.String())
-	if entry.Status == model.ImageStatusNew {
-		title = fmt.Sprintf("New image %s has been added", entry.Image.String())
-	}
-
-	tagTpl := "`{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}`"
-	if len(entry.Image.HubLink) > 0 {
-		tagTpl = "[`{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}`]({{ .Entry.Image.HubLink }})"
-	}
-
-	var msgBuf bytes.Buffer
-	msgTpl := template.Must(template.New("gotify").Parse(fmt.Sprintf("Docker tag %s which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }} on {{ .Meta.Hostname }}.", tagTpl)))
-	if err := msgTpl.Execute(&msgBuf, struct {
-		Meta  model.Meta
-		Entry model.NotifEntry
-	}{
+	message, err := msg.New(msg.Options{
 		Meta:  c.meta,
 		Entry: entry,
-	}); err != nil {
+	})
+	if err != nil {
 		return err
 	}
 
-	var body, err = json.Marshal(struct {
+	title, text, err := message.RenderMarkdown()
+	if err != nil {
+		return err
+	}
+
+	body, err := json.Marshal(struct {
 		Message  string                 `json:"message"`
 		Title    string                 `json:"title"`
 		Priority int                    `json:"priority"`
 		Extras   map[string]interface{} `json:"extras"`
 	}{
-		Message:  msgBuf.String(),
+		Message:  string(text),
 		Title:    title,
 		Priority: c.cfg.Priority,
 		Extras: map[string]interface{}{
diff --git a/internal/notif/mail/client.go b/internal/notif/mail/client.go
index cb57889d..506d8b49 100644
--- a/internal/notif/mail/client.go
+++ b/internal/notif/mail/client.go
@@ -1,13 +1,12 @@
 package mail
 
 import (
-	"bytes"
 	"crypto/tls"
 	"fmt"
-	"text/template"
 	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	"github.com/crazy-max/diun/v4/pkg/utl"
 	"github.com/go-gomail/gomail"
@@ -22,6 +21,16 @@ type Client struct {
 	meta model.Meta
 }
 
+const customTpl = `Docker tag {{ if .Entry.Image.HubLink }}[**{{ .Entry.Image }}**]({{ .Entry.Image.HubLink }}){{ else }}**{{ .Entry.Image }}**{{ end }}
+which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status "new") }}newly added{{ else }}updated{{ end }}
+on {{ .Meta.Hostname }}.
+
+This image has been {{ if (eq .Entry.Status "new") }}created{{ else }}updated{{ end }} at
+<code>{{ .Entry.Manifest.Created.Format "Jan 02, 2006 15:04:05 UTC" }}</code> with digest <code>{{ .Entry.Manifest.Digest }}</code>
+for <code>{{ .Entry.Manifest.Platform }}</code> platform.
+
+Need help, or have questions? Go to {{ .Meta.URL }} and leave an issue.`
+
 // New creates a new mail notification instance
 func New(config *model.NotifMail, meta model.Meta) notifier.Notifier {
 	return notifier.Notifier{
@@ -53,43 +62,24 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		},
 	}
 
-	// Subject
-	subject := fmt.Sprintf("Image update for %s", entry.Image.String())
-	if entry.Status == model.ImageStatusNew {
-		subject = fmt.Sprintf("New image %s has been added", entry.Image.String())
-	}
-
-	tagTpl := "**{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}**"
-	if len(entry.Image.HubLink) > 0 {
-		tagTpl = "[**{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}**]({{ .Entry.Image.HubLink }})"
-	}
-
-	// Body
-	var emailBuf bytes.Buffer
-	emailTpl := template.Must(template.New("email").Parse(fmt.Sprintf(`
-
-Docker tag %s which you subscribed to through **{{ .Entry.Provider }}** provider has been {{ if (eq .Entry.Status "new") }}newly added{{ else }}updated{{ end }} on **{{ .Meta.Hostname }}**.
-
-This image has been {{ if (eq .Entry.Status "new") }}created{{ else }}updated{{ end }} at <code>{{ .Entry.Manifest.Created.Format "Jan 02, 2006 15:04:05 UTC" }}</code>
-with digest <code>{{ .Entry.Manifest.Digest }}</code> for <code>{{ .Entry.Manifest.Platform }}</code> platform.
-
-Need help, or have questions? Go to https://github.com/crazy-max/diun and leave an issue.
-
-`, tagTpl)))
-	if err := emailTpl.Execute(&emailBuf, struct {
-		Meta  model.Meta
-		Entry model.NotifEntry
-	}{
+	message, err := msg.New(msg.Options{
 		Meta:  c.meta,
 		Entry: entry,
-	}); err != nil {
+	})
+	if err != nil {
 		return err
 	}
+
+	title, text, err := message.RenderMarkdownTemplate(customTpl)
+	if err != nil {
+		return err
+	}
+
 	email := hermes.Email{
 		Body: hermes.Body{
 			Title:        fmt.Sprintf("%s 🔔 notification", c.meta.Name),
-			FreeMarkdown: hermes.Markdown(emailBuf.String()),
-			Signature:    "Thanks for your support",
+			FreeMarkdown: hermes.Markdown(text),
+			Signature:    "Thanks for your support!",
 		},
 	}
 
@@ -108,7 +98,7 @@ Need help, or have questions? Go to https://github.com/crazy-max/diun and leave
 	msg := gomail.NewMessage()
 	msg.SetHeader("From", fmt.Sprintf("%s <%s>", c.meta.Name, c.cfg.From))
 	msg.SetHeader("To", c.cfg.To)
-	msg.SetHeader("Subject", subject)
+	msg.SetHeader("Subject", title)
 	msg.SetBody("text/plain", textpart)
 	msg.AddAlternative("text/html", htmlpart)
 
diff --git a/internal/notif/mail/theme.go b/internal/notif/mail/theme.go
index a29a2acd..b6628a18 100644
--- a/internal/notif/mail/theme.go
+++ b/internal/notif/mail/theme.go
@@ -174,7 +174,7 @@ func (t *Theme) HTMLTemplate() string {
     }
     cite {
       display: block;
-      font-size: 0.925rem; 
+      font-size: 0.925rem;
     }
     cite:before {
       content: "\2014 \0020";
@@ -304,92 +304,8 @@ func (t *Theme) HTMLTemplate() string {
                     {{ end }}
                     {{ if (ne .Email.Body.FreeMarkdown "") }}
                       {{ .Email.Body.FreeMarkdown.ToHTML }}
-                    {{ else }}
-
-                      {{ with .Email.Body.Dictionary }} 
-                        {{ if gt (len .) 0 }}
-                          <dl class="body-dictionary">
-                            {{ range $entry := . }}
-                              <dt>{{ $entry.Key }}:</dt>
-                              <dd>{{ $entry.Value }}</dd>
-                            {{ end }}
-                          </dl>
-                        {{ end }}
-                      {{ end }}
-
-                      <!-- Table -->
-                      {{ with .Email.Body.Table }}
-                        {{ $data := .Data }}
-                        {{ $columns := .Columns }}
-                        {{ if gt (len $data) 0 }}
-                          <table class="data-wrapper" width="100%" cellpadding="0" cellspacing="0">
-                            <tr>
-                              <td colspan="2">
-                                <table class="data-table" width="100%" cellpadding="0" cellspacing="0">
-                                  <tr>
-                                    {{ $col := index $data 0 }}
-                                    {{ range $entry := $col }}
-                                      <th
-                                        {{ with $columns }}
-                                          {{ $width := index .CustomWidth $entry.Key }}
-                                          {{ with $width }}
-                                            width="{{ . }}"
-                                          {{ end }}
-                                          {{ $align := index .CustomAlignment $entry.Key }}
-                                          {{ with $align }}
-                                            style="text-align:{{ . }}"
-                                          {{ end }}
-                                        {{ end }}
-                                      >
-                                        <p>{{ $entry.Key }}</p>
-                                      </th>
-                                    {{ end }}
-                                  </tr>
-                                  {{ range $row := $data }}
-                                    <tr>
-                                      {{ range $cell := $row }}
-                                        <td
-                                          {{ with $columns }}
-                                            {{ $align := index .CustomAlignment $cell.Key }}
-                                            {{ with $align }}
-                                              style="text-align:{{ . }}"
-                                            {{ end }}
-                                          {{ end }}
-                                        >
-                                          {{ $cell.Value }}
-                                        </td>
-                                      {{ end }}
-                                    </tr>
-                                  {{ end }}
-                                </table>
-                              </td>
-                            </tr>
-                          </table>
-                        {{ end }}
-                      {{ end }}
-
-                      <!-- Action -->
-                      {{ with .Email.Body.Actions }}
-                        {{ if gt (len .) 0 }}
-                          {{ range $action := . }}
-                            <p>{{ $action.Instructions }}</p>
-                            <table class="body-action" align="center" width="100%" cellpadding="0" cellspacing="0">
-                              <tr>
-                                <td align="center">
-                                  <div>
-                                    <a href="{{ $action.Button.Link }}" class="button" style="background-color: {{ $action.Button.Color }}; color: {{ $action.Button.TextColor }};" target="_blank">
-                                      {{ $action.Button.Text }}
-                                    </a>
-                                  </div>
-                                </td>
-                              </tr>
-                            </table>
-                          {{ end }}
-                        {{ end }}
-                      {{ end }}
-
                     {{ end }}
-                    {{ with .Email.Body.Outros }} 
+                    {{ with .Email.Body.Outros }}
                         {{ if gt (len .) 0 }}
                           {{ range $line := . }}
                             <p>{{ $line }}</p>
@@ -398,13 +314,11 @@ func (t *Theme) HTMLTemplate() string {
                       {{ end }}
 
                     <p>
-                      {{.Email.Body.Signature}},
-                      <br />
-                      {{.Hermes.Product.Name}}
+                      {{.Email.Body.Signature}}
                     </p>
 
                     {{ if (eq .Email.Body.FreeMarkdown "") }}
-                      {{ with .Email.Body.Actions }} 
+                      {{ with .Email.Body.Actions }}
                         <table class="body-sub">
                           <tbody>
                               {{ range $action := . }}
@@ -487,13 +401,13 @@ func (t *Theme) PlainTextTemplate() string {
       </table>
     {{ end }}
   {{ end }}
-  {{ with .Email.Body.Actions }} 
+  {{ with .Email.Body.Actions }}
     {{ range $action := . }}
-      <p>{{ $action.Instructions }} {{ $action.Button.Link }}</p> 
+      <p>{{ $action.Instructions }} {{ $action.Button.Link }}</p>
     {{ end }}
   {{ end }}
 {{ end }}
-{{ with .Email.Body.Outros }} 
+{{ with .Email.Body.Outros }}
   {{ range $line := . }}
     <p>{{ $line }}<p>
   {{ end }}
diff --git a/internal/notif/matrix/client.go b/internal/notif/matrix/client.go
index 8e132ddd..b11c54e0 100644
--- a/internal/notif/matrix/client.go
+++ b/internal/notif/matrix/client.go
@@ -1,18 +1,15 @@
 package matrix
 
 import (
-	"bytes"
 	"fmt"
-	"text/template"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	"github.com/crazy-max/diun/v4/pkg/utl"
 	"github.com/matrix-org/gomatrix"
-	"github.com/microcosm-cc/bluemonday"
 	"github.com/pkg/errors"
 	"github.com/rs/zerolog/log"
-	"github.com/russross/blackfriday/v2"
 )
 
 // Client represents an active rocketchat notification object
@@ -74,29 +71,26 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		return errors.Wrap(err, "failed to join room")
 	}
 
-	tagTpl := "**{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}**"
-	if len(entry.Image.HubLink) > 0 {
-		tagTpl = "[**{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}**]({{ .Entry.Image.HubLink }})"
-	}
-
-	var msgBuf bytes.Buffer
-	msgTpl := template.Must(template.New("text").Parse(fmt.Sprintf("Docker tag %s which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }} on {{ .Meta.Hostname }}.", tagTpl)))
-	if err := msgTpl.Execute(&msgBuf, struct {
-		Meta  model.Meta
-		Entry model.NotifEntry
-	}{
+	message, err := msg.New(msg.Options{
 		Meta:  c.meta,
 		Entry: entry,
-	}); err != nil {
+	})
+	if err != nil {
 		return err
 	}
 
-	msgHTML := bluemonday.UGCPolicy().SanitizeBytes(
-		blackfriday.Run(msgBuf.Bytes()),
-	)
+	_, msgText, err := message.RenderMarkdown()
+	if err != nil {
+		return err
+	}
+
+	_, msgHTML, err := message.RenderHTML()
+	if err != nil {
+		return err
+	}
 
 	if _, err := m.SendMessageEvent(joined.RoomID, "m.room.message", gomatrix.HTMLMessage{
-		Body:          msgBuf.String(),
+		Body:          string(msgText),
 		MsgType:       fmt.Sprintf("m.%s", c.cfg.MsgType),
 		Format:        "org.matrix.custom.html",
 		FormattedBody: string(msgHTML),
diff --git a/internal/notif/mqtt/client.go b/internal/notif/mqtt/client.go
index 9f9d9766..7b16397d 100644
--- a/internal/notif/mqtt/client.go
+++ b/internal/notif/mqtt/client.go
@@ -1,11 +1,10 @@
 package mqtt
 
 import (
-	"encoding/json"
 	"fmt"
-	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	"github.com/crazy-max/diun/v4/pkg/utl"
 	MQTT "github.com/eclipse/paho.mqtt.golang"
@@ -64,32 +63,20 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		}
 	}
 
-	message, err := json.Marshal(struct {
-		Version  string     `json:"diun_version"`
-		Hostname string     `json:"hostname"`
-		Status   string     `json:"status"`
-		Provider string     `json:"provider"`
-		Image    string     `json:"image"`
-		HubLink  string     `json:"hub_link"`
-		MIMEType string     `json:"mime_type"`
-		Created  *time.Time `json:"created"`
-		Platform string     `json:"platform"`
-	}{
-		Version:  c.meta.Version,
-		Hostname: c.meta.Hostname,
-		Status:   string(entry.Status),
-		Provider: entry.Provider,
-		Image:    entry.Image.String(),
-		HubLink:  entry.Image.HubLink,
-		MIMEType: entry.Manifest.MIMEType,
-		Created:  entry.Manifest.Created,
-		Platform: entry.Manifest.Platform,
+	message, err := msg.New(msg.Options{
+		Meta:  c.meta,
+		Entry: entry,
 	})
 	if err != nil {
 		return err
 	}
 
-	token := c.mqttClient.Publish(c.cfg.Topic, byte(c.cfg.QoS), false, message)
+	body, err := message.RenderJSON()
+	if err != nil {
+		return err
+	}
+
+	token := c.mqttClient.Publish(c.cfg.Topic, byte(c.cfg.QoS), false, body)
 	token.Wait()
 	return token.Error()
 }
diff --git a/internal/notif/pushover/pushover.go b/internal/notif/pushover/client.go
similarity index 61%
rename from internal/notif/pushover/pushover.go
rename to internal/notif/pushover/client.go
index b3d245a8..909dc8c3 100644
--- a/internal/notif/pushover/pushover.go
+++ b/internal/notif/pushover/client.go
@@ -1,13 +1,11 @@
 package pushover
 
 import (
-	"bytes"
 	"errors"
-	"fmt"
-	"text/template"
 	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	"github.com/crazy-max/diun/v4/pkg/utl"
 	"github.com/gregdel/pushover"
@@ -50,25 +48,16 @@ func (c *Client) Send(entry model.NotifEntry) error {
 	app := pushover.New(token)
 	user := pushover.NewRecipient(recipient)
 
-	title := fmt.Sprintf("Image update for %s", entry.Image.String())
-	if entry.Status == model.ImageStatusNew {
-		title = fmt.Sprintf("New image %s has been added", entry.Image.String())
+	message, err := msg.New(msg.Options{
+		Meta:  c.meta,
+		Entry: entry,
+	})
+	if err != nil {
+		return err
 	}
 
-	tagTpl := "{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}"
-	if len(entry.Image.HubLink) > 0 {
-		tagTpl = `<a href="{{ .Entry.Image.HubLink }}">{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}</a>`
-	}
-
-	var msgBuf bytes.Buffer
-	msgTpl := template.Must(template.New("email").Parse(fmt.Sprintf("Docker tag %s which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }} on {{ .Hostname }}.", tagTpl)))
-	if err := msgTpl.Execute(&msgBuf, struct {
-		Hostname string
-		Entry    model.NotifEntry
-	}{
-		Hostname: c.meta.Hostname,
-		Entry:    entry,
-	}); err != nil {
+	title, text, err := message.RenderHTML()
+	if err != nil {
 		return err
 	}
 
@@ -78,7 +67,7 @@ func (c *Client) Send(entry model.NotifEntry) error {
 	}
 
 	_, err = app.SendMessage(&pushover.Message{
-		Message:   msgBuf.String(),
+		Message:   string(text),
 		Title:     title,
 		Priority:  c.cfg.Priority,
 		URL:       c.meta.URL,
diff --git a/internal/notif/rocketchat/client.go b/internal/notif/rocketchat/client.go
index e0306312..21d4066c 100644
--- a/internal/notif/rocketchat/client.go
+++ b/internal/notif/rocketchat/client.go
@@ -8,10 +8,10 @@ import (
 	"net/url"
 	"path"
 	"strconv"
-	"text/template"
 	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 )
 
@@ -22,6 +22,8 @@ type Client struct {
 	meta model.Meta
 }
 
+const customTpl = `Docker tag {{ .Entry.Image }} which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status "new") }}newly added{{ else }}updated{{ end }} on {{ .Meta.Hostname }}.`
+
 // New creates a new rocketchat notification instance
 func New(config *model.NotifRocketChat, meta model.Meta) notifier.Notifier {
 	return notifier.Notifier{
@@ -44,20 +46,16 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		Timeout: *c.cfg.Timeout,
 	}
 
-	title := fmt.Sprintf("Image update for %s", entry.Image.String())
-	if entry.Status == model.ImageStatusNew {
-		title = fmt.Sprintf("New image %s has been added", entry.Image.String())
-	}
-
-	var textBuf bytes.Buffer
-	textTpl := template.Must(template.New("rocketchat").Parse(`Docker tag {{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }} which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status "new") }}newly added{{ else }}updated{{ end }}.`))
-	if err := textTpl.Execute(&textBuf, struct {
-		Meta  model.Meta
-		Entry model.NotifEntry
-	}{
+	message, err := msg.New(msg.Options{
 		Meta:  c.meta,
 		Entry: entry,
-	}); err != nil {
+	})
+	if err != nil {
+		return err
+	}
+
+	title, text, err := message.RenderMarkdownTemplate(customTpl)
+	if err != nil {
 		return err
 	}
 
@@ -104,7 +102,7 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		Text:    title,
 		Attachments: []Attachment{
 			{
-				Text:   textBuf.String(),
+				Text:   string(text),
 				Ts:     json.Number(strconv.FormatInt(time.Now().Unix(), 10)),
 				Fields: fields,
 			},
diff --git a/internal/notif/script/client.go b/internal/notif/script/client.go
index 3931dea6..bbdd1ccb 100644
--- a/internal/notif/script/client.go
+++ b/internal/notif/script/client.go
@@ -2,12 +2,12 @@ package script
 
 import (
 	"bytes"
-	"fmt"
 	"os"
 	"os/exec"
 	"strings"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	"github.com/pkg/errors"
 	"github.com/rs/zerolog/log"
@@ -50,19 +50,16 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		cmd.Dir = c.cfg.Dir
 	}
 
+	message, err := msg.New(msg.Options{
+		Meta:  c.meta,
+		Entry: entry,
+	})
+	if err != nil {
+		return err
+	}
+
 	// Set env vars
-	cmd.Env = append(os.Environ(), []string{
-		fmt.Sprintf("DIUN_VERSION=%s", c.meta.Version),
-		fmt.Sprintf("DIUN_HOSTNAME=%s", c.meta.Hostname),
-		fmt.Sprintf("DIUN_ENTRY_STATUS=%s", string(entry.Status)),
-		fmt.Sprintf("DIUN_ENTRY_PROVIDER=%s", entry.Provider),
-		fmt.Sprintf("DIUN_ENTRY_IMAGE=%s", entry.Image.String()),
-		fmt.Sprintf("DIUN_ENTRY_HUBLINK=%s", entry.Image.HubLink),
-		fmt.Sprintf("DIUN_ENTRY_MIMETYPE=%s", entry.Manifest.MIMEType),
-		fmt.Sprintf("DIUN_ENTRY_DIGEST=%s", entry.Manifest.Digest),
-		fmt.Sprintf("DIUN_ENTRY_CREATED=%s", entry.Manifest.Created),
-		fmt.Sprintf("DIUN_ENTRY_PLATFORM=%s", entry.Manifest.Platform),
-	}...)
+	cmd.Env = append(os.Environ(), message.RenderEnv()...)
 
 	// Run
 	if err := cmd.Run(); err != nil {
diff --git a/internal/notif/slack/slack.go b/internal/notif/slack/client.go
similarity index 82%
rename from internal/notif/slack/slack.go
rename to internal/notif/slack/client.go
index 28f26ef3..ac1e076c 100644
--- a/internal/notif/slack/slack.go
+++ b/internal/notif/slack/client.go
@@ -1,14 +1,13 @@
 package slack
 
 import (
-	"bytes"
 	"encoding/json"
 	"fmt"
 	"strconv"
-	"text/template"
 	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	"github.com/nlopes/slack"
 )
@@ -20,6 +19,8 @@ type Client struct {
 	meta model.Meta
 }
 
+const customTpl = "<!channel> Docker tag `{{ .Entry.Image }}` {{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }}."
+
 // New creates a new slack notification instance
 func New(config *model.NotifSlack, meta model.Meta) notifier.Notifier {
 	return notifier.Notifier{
@@ -37,15 +38,16 @@ func (c *Client) Name() string {
 
 // Send creates and sends a slack notification with an entry
 func (c *Client) Send(entry model.NotifEntry) error {
-	var textBuf bytes.Buffer
-	textTpl := template.Must(template.New("text").Parse("<!channel> Docker tag `{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}` {{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }}."))
-	if err := textTpl.Execute(&textBuf, struct {
-		Meta  model.Meta
-		Entry model.NotifEntry
-	}{
+	message, err := msg.New(msg.Options{
 		Meta:  c.meta,
 		Entry: entry,
-	}); err != nil {
+	})
+	if err != nil {
+		return err
+	}
+
+	_, text, err := message.RenderMarkdownTemplate(customTpl)
+	if err != nil {
 		return err
 	}
 
@@ -97,7 +99,7 @@ func (c *Client) Send(entry model.NotifEntry) error {
 				AuthorSubname: "github.com/crazy-max/diun",
 				AuthorLink:    c.meta.URL,
 				AuthorIcon:    c.meta.Logo,
-				Text:          textBuf.String(),
+				Text:          string(text),
 				Footer:        fmt.Sprintf("%s © %d %s %s", c.meta.Author, time.Now().Year(), c.meta.Name, c.meta.Version),
 				Fields:        fields,
 				Ts:            json.Number(strconv.FormatInt(time.Now().Unix(), 10)),
diff --git a/internal/notif/teams/client.go b/internal/notif/teams/client.go
index 4c8c7a71..379438dd 100644
--- a/internal/notif/teams/client.go
+++ b/internal/notif/teams/client.go
@@ -3,12 +3,11 @@ package teams
 import (
 	"bytes"
 	"encoding/json"
-	"fmt"
 	"net/http"
-	"text/template"
 	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 )
 
@@ -19,6 +18,9 @@ type Client struct {
 	meta model.Meta
 }
 
+const customTpl = "Docker tag {{ if .Entry.Image.HubLink }}[`{{ .Entry.Image }}`]({{ .Entry.Image.HubLink }}){{ else }}`{{ .Entry.Image }}`{{ end }}" +
+	"{{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }}."
+
 // New creates a new webhook notification instance
 func New(config *model.NotifTeams, meta model.Meta) notifier.Notifier {
 	return notifier.Notifier{
@@ -53,20 +55,16 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		Timeout: time.Duration(10) * time.Second,
 	}
 
-	tagTpl := "`{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}`"
-	if len(entry.Image.HubLink) > 0 {
-		tagTpl = "[`{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}`]({{ .Entry.Image.HubLink }})"
-	}
-
-	var textBuf bytes.Buffer
-	textTpl := template.Must(template.New("text").Parse(fmt.Sprintf("Docker tag %s {{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }}.", tagTpl)))
-	if err := textTpl.Execute(&textBuf, struct {
-		Meta  model.Meta
-		Entry model.NotifEntry
-	}{
+	message, err := msg.New(msg.Options{
 		Meta:  c.meta,
 		Entry: entry,
-	}); err != nil {
+	})
+	if err != nil {
+		return err
+	}
+
+	_, text, err := message.RenderMarkdownTemplate(customTpl)
+	if err != nil {
 		return err
 	}
 
@@ -75,7 +73,7 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		themeColor = "0076D7"
 	}
 
-	var body, err = json.Marshal(struct {
+	body, err := json.Marshal(struct {
 		Type       string     `json:"@type"`
 		Context    string     `json:"@context"`
 		ThemeColor string     `json:"themeColor"`
@@ -85,9 +83,9 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		Type:       "MessageCard",
 		Context:    "http://schema.org/extensions",
 		ThemeColor: themeColor,
-		Summary:    textBuf.String(),
+		Summary:    string(text),
 		Sections: []Sections{{
-			ActivityTitle:    textBuf.String(),
+			ActivityTitle:    string(text),
 			ActivitySubtitle: "Provider: " + entry.Provider,
 			Facts: []Fact{
 				{"Hostname", c.meta.Hostname},
diff --git a/internal/notif/telegram/telegram.go b/internal/notif/telegram/client.go
similarity index 54%
rename from internal/notif/telegram/telegram.go
rename to internal/notif/telegram/client.go
index f73ebab8..67fc10f6 100644
--- a/internal/notif/telegram/telegram.go
+++ b/internal/notif/telegram/client.go
@@ -1,12 +1,11 @@
 package telegram
 
 import (
-	"bytes"
-	"fmt"
 	"strings"
 	"text/template"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
 	tgbotapi "github.com/go-telegram-bot-api/telegram-bot-api"
 )
@@ -18,6 +17,10 @@ type Client struct {
 	meta model.Meta
 }
 
+const customTpl = `Docker tag {{ if .Entry.Image.HubLink }}[{{ .Entry.Image }}]({{ .Entry.Image.HubLink }}){{ else }}{{ .Entry.Image }}{{ end }}
+which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status "new") }}newly added{{ else }}updated{{ end }}
+on {{ escapeMarkdown .Meta.Hostname }}.`
+
 // New creates a new Telegram notification instance
 func New(config *model.NotifTelegram, meta model.Meta) notifier.Notifier {
 	return notifier.Notifier{
@@ -40,20 +43,25 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		return err
 	}
 
-	tagTpl := "{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}"
-	if len(entry.Image.HubLink) > 0 {
-		tagTpl = "[{{ .Entry.Image.Domain }}/{{ .Entry.Image.Path }}:{{ .Entry.Image.Tag }}]({{ .Entry.Image.HubLink }})"
+	message, err := msg.New(msg.Options{
+		Meta:  c.meta,
+		Entry: entry,
+		TplFuncs: template.FuncMap{
+			"escapeMarkdown": func(text string) string {
+				text = strings.ReplaceAll(text, "_", "\\_")
+				text = strings.ReplaceAll(text, "*", "\\*")
+				text = strings.ReplaceAll(text, "[", "\\[")
+				text = strings.ReplaceAll(text, "`", "\\`")
+				return text
+			},
+		},
+	})
+	if err != nil {
+		return err
 	}
 
-	var msgBuf bytes.Buffer
-	msgTpl := template.Must(template.New("email").Parse(fmt.Sprintf("Docker tag %s which you subscribed to through {{ .Entry.Provider }} provider has been {{ if (eq .Entry.Status \"new\") }}newly added{{ else }}updated{{ end }} on {{ .Hostname }}.", tagTpl)))
-	if err := msgTpl.Execute(&msgBuf, struct {
-		Hostname string
-		Entry    model.NotifEntry
-	}{
-		Hostname: escapeMarkdown(c.meta.Hostname),
-		Entry:    entry,
-	}); err != nil {
+	_, text, err := message.RenderMarkdownTemplate(strings.ReplaceAll(customTpl, "\n", " "))
+	if err != nil {
 		return err
 	}
 
@@ -62,7 +70,7 @@ func (c *Client) Send(entry model.NotifEntry) error {
 			BaseChat: tgbotapi.BaseChat{
 				ChatID: chatID,
 			},
-			Text:                  msgBuf.String(),
+			Text:                  string(text),
 			ParseMode:             "markdown",
 			DisableWebPagePreview: true,
 		})
@@ -73,11 +81,3 @@ func (c *Client) Send(entry model.NotifEntry) error {
 
 	return nil
 }
-
-func escapeMarkdown(txt string) string {
-	txt = strings.ReplaceAll(txt, "_", "\\_")
-	txt = strings.ReplaceAll(txt, "*", "\\*")
-	txt = strings.ReplaceAll(txt, "[", "\\[")
-	txt = strings.ReplaceAll(txt, "`", "\\`")
-	return txt
-}
diff --git a/internal/notif/webhook/client.go b/internal/notif/webhook/client.go
index f8030ba3..e73d37c1 100644
--- a/internal/notif/webhook/client.go
+++ b/internal/notif/webhook/client.go
@@ -2,13 +2,11 @@ package webhook
 
 import (
 	"bytes"
-	"encoding/json"
 	"net/http"
-	"time"
 
 	"github.com/crazy-max/diun/v4/internal/model"
+	"github.com/crazy-max/diun/v4/internal/msg"
 	"github.com/crazy-max/diun/v4/internal/notif/notifier"
-	"github.com/opencontainers/go-digest"
 )
 
 // Client represents an active webhook notification object
@@ -39,33 +37,19 @@ func (c *Client) Send(entry model.NotifEntry) error {
 		Timeout: *c.cfg.Timeout,
 	}
 
-	body, err := json.Marshal(struct {
-		Version  string        `json:"diun_version"`
-		Hostname string        `json:"hostname"`
-		Status   string        `json:"status"`
-		Provider string        `json:"provider"`
-		Image    string        `json:"image"`
-		HubLink  string        `json:"hub_link"`
-		MIMEType string        `json:"mime_type"`
-		Digest   digest.Digest `json:"digest"`
-		Created  *time.Time    `json:"created"`
-		Platform string        `json:"platform"`
-	}{
-		Version:  c.meta.Version,
-		Hostname: c.meta.Hostname,
-		Status:   string(entry.Status),
-		Provider: entry.Provider,
-		Image:    entry.Image.String(),
-		HubLink:  entry.Image.HubLink,
-		MIMEType: entry.Manifest.MIMEType,
-		Digest:   entry.Manifest.Digest,
-		Created:  entry.Manifest.Created,
-		Platform: entry.Manifest.Platform,
+	message, err := msg.New(msg.Options{
+		Meta:  c.meta,
+		Entry: entry,
 	})
 	if err != nil {
 		return err
 	}
 
+	body, err := message.RenderJSON()
+	if err != nil {
+		return err
+	}
+
 	req, err := http.NewRequest(c.cfg.Method, c.cfg.Endpoint, bytes.NewBuffer(body))
 	if err != nil {
 		return err