diff --git a/base-config.yaml b/base-config.yaml
index 0908d5e..48c1b30 100644
--- a/base-config.yaml
+++ b/base-config.yaml
@@ -1,5 +1,38 @@
+templates:
+  reaction:
+    type: m.reaction
+    variables:
+      react_to_event: "{{event.content.get_reply_to() or event.event_id}}"
+    content:
+      m.relates_to:
+        rel_type: m.annotation
+        event_id: $${react_to_event}
+        key: $${reaction}
+  jesari:
+    type: m.room.message
+    content:
+      msgtype: m.image
+      body: putkiteippi.gif
+      url: "mxc://maunium.net/LNjeTZvDEaUdQAROvWGHLLDi"
+      info:
+        mimetype: image/gif
+        width: 1280
+        height: 535
+        size: 7500893
+        thumbnail_url: "mxc://maunium.net/xdhlegZQgGwlMRzBfhNxyEfb"
+        thumbnail_info:
+          mimetype: image/png
+          width: 800
+          height: 334
+          size: 417896
+
 rules:
-- rooms: ["!FPUfgzXYWTKgIrwKxW:matrix.org"]
-  matches: [^TWIM]
-  react_to_reply: true
-  reaction: 🍪
+  twim_cookies:
+    rooms: ["!FPUfgzXYWTKgIrwKxW:matrix.org"]
+    matches: [^TWIM]
+    template: reaction
+    variables:
+      reaction: 🍪
+  jesari:
+    matches: [jesari]
+    template: jesari
diff --git a/maubot.yaml b/maubot.yaml
index 873e733..f004ef2 100644
--- a/maubot.yaml
+++ b/maubot.yaml
@@ -1,6 +1,6 @@
 maubot: 0.1.0
 id: xyz.maubot.reactbot
-version: 1.0.0
+version: 2.0.0+dev
 license: AGPL-3.0-or-later
 modules:
 - reactbot
diff --git a/reactbot.py b/reactbot.py
index 31782c0..6506a7d 100644
--- a/reactbot.py
+++ b/reactbot.py
@@ -13,40 +13,120 @@
 #
 # You should have received a copy of the GNU Affero General Public License
 # along with this program.  If not, see <https://www.gnu.org/licenses/>.
-from typing import Pattern, List, Set, Type
-from attr import dataclass
+from typing import NewType, Optional, Pattern, Match, Union, Dict, List, Tuple, Set, Type, Any
+from itertools import chain
+import copy
 import re
 
-from mautrix.types import RoomID, EventType
+from attr import dataclass
+from jinja2 import Template as JinjaTemplate
+
+from mautrix.types import RoomID, EventType, Event
 from mautrix.util.config import BaseProxyConfig, ConfigUpdateHelper
 
-from maubot import Plugin, MessageEvent
+from maubot import Plugin, MessageEvent, Client
 from maubot.handlers import event
 
 
 class Config(BaseProxyConfig):
     def do_update(self, helper: ConfigUpdateHelper) -> None:
         helper.copy("rules")
+        helper.copy("templates")
+
+
+variable_regex = re.compile(r"\$\${([0-9A-Za-z-_]+)}")
+
+
+class Key(str):
+    pass
+
+
+Index = NewType("Index", Union[str, int, Key])
+
+
+@dataclass
+class Template:
+    type: EventType
+    variables: Dict[str, JinjaTemplate]
+    content: Dict[str, Any]
+
+    _variable_locations: List[Tuple[Index, ...]] = None
+
+    def init(self) -> 'Template':
+        self._variable_locations = []
+        self._map_variable_locations((), self.content)
+        return self
+
+    def _map_variable_locations(self, path: Tuple[Index, ...], data: Any) -> None:
+        if isinstance(data, list):
+            for i, v in enumerate(data):
+                self._map_variable_locations((*path, i), v)
+        elif isinstance(data, dict):
+            for k, v in data.items():
+                if variable_regex.match(k):
+                    self._variable_locations.append((*path, Key(k)))
+                self._map_variable_locations((*path, k), v)
+        elif isinstance(data, str):
+            if variable_regex.match(data):
+                self._variable_locations.append(path)
+
+    @classmethod
+    def _recurse(cls, content: Any, path: Tuple[Index, ...]) -> Any:
+        if len(path) == 0:
+            return content
+        return cls._recurse(content[path[0]], path[1:])
+
+    @staticmethod
+    def _replace_variables(tpl: str, variables: Dict[str, Any]) -> str:
+        for match in variable_regex.finditer(tpl):
+            val = variables[match.group(1)]
+            tpl = tpl[:match.start()] + val + tpl[match.end():]
+        return tpl
+
+    def execute(self, evt: Event, rule_vars: Dict[str, JinjaTemplate], extra_vars: Dict[str, str]
+                ) -> Dict[str, Any]:
+        variables = {**{name: template.render(event=evt)
+                        for name, template in chain(self.variables.items(), rule_vars.items())},
+                     **extra_vars}
+        content = copy.deepcopy(self.content)
+        for path in self._variable_locations:
+            data: Dict[str, Any] = self._recurse(content, path[:1])
+            key = path[-1]
+            if isinstance(key, Key):
+                key = str(key)
+                data[self._replace_variables(key, variables)] = data.pop(key)
+            else:
+                data[key] = self._replace_variables(data[key], variables)
+        return content
 
 
 @dataclass
 class Rule:
     rooms: Set[RoomID]
     matches: List[Pattern]
-    reaction: str
-    react_to_reply: bool
+    template: Template
+    type: Optional[EventType]
+    variables: Dict[str, JinjaTemplate]
 
-    def is_match(self, evt: MessageEvent) -> bool:
-        if evt.room_id not in self.rooms:
-            return False
-        for match in self.matches:
-            if match.match(evt.content.body):
-                return True
-        return False
+    def match(self, evt: MessageEvent) -> Optional[Match]:
+        if len(self.rooms) > 0 and evt.room_id not in self.rooms:
+            return None
+        for pattern in self.matches:
+            match = pattern.match(evt.content.body)
+            if match:
+                return match
+        return None
+
+    async def execute(self, evt: MessageEvent, match: Match) -> None:
+        content = self.template.execute(evt=evt, rule_vars=self.variables,
+                                        extra_vars={str(i): val for i, val in
+                                                    enumerate(match.groups())})
+        await evt.client.send_message_event(evt.room_id, self.type or self.template.type, content)
 
 
 class ReactBot(Plugin):
-    rules: List[Rule]
+    rules: Dict[str, Rule]
+    templates: Dict[str, Template]
 
     @classmethod
     def get_config_class(cls) -> Type[BaseProxyConfig]:
@@ -54,22 +134,32 @@ class ReactBot(Plugin):
 
     async def start(self) -> None:
         await super().start()
-        self.rules = []
+        self.rules = {}
+        self.templates = {}
         self.on_external_config_update()
 
     def on_external_config_update(self) -> None:
         self.config.load_and_update()
-        self.rules = [Rule(rooms=set(rule.get("rooms", [])),
-                           matches=[re.compile(match) for match in rule.get("matches")],
-                           reaction=rule.get("reaction", "\U0001F44D"),
-                           react_to_reply=rule.get("react_to_reply", False))
-                      for rule in self.config["rules"]]
+        self.templates = {name: Template(type=EventType.find(tpl.get("type", "m.room.message")),
+                                         variables={name: JinjaTemplate(var_tpl) for name, var_tpl
+                                                    in tpl.get("variables", {}).items()},
+                                         content=tpl.get("content", {})).init()
+                          for name, tpl in self.config["templates"].items()}
+        self.rules = {name: Rule(rooms=set(rule.get("rooms", [])),
+                                 matches=[re.compile(match) for match in rule.get("matches")],
+                                 type=EventType.find(rule["type"]) if "type" in rule else None,
+                                 template=self.templates[rule["template"]],
+                                 variables={name: JinjaTemplate(template) for name, template
+                                            in rule.get("variables", {}).items()})
+                      for name, rule in self.config["rules"].items()}
 
     @event.on(EventType.ROOM_MESSAGE)
     async def echo_handler(self, evt: MessageEvent) -> None:
-        for rule in self.rules:
-            if rule.is_match(evt):
-                if rule.react_to_reply and evt.content.get_reply_to():
-                    await self.client.react(evt.room_id, evt.content.get_reply_to(), rule.reaction)
-                else:
-                    await evt.react(rule.reaction)
+        for name, rule in self.rules.items():
+            match = rule.match(evt)
+            if match is not None:
+                try:
+                    await rule.execute(evt, match)
+                except Exception:
+                    self.log.exception(f"Failed to execute {name}")
+                return