According to various embodiments of the disclosure techniques for generating outgoing messages are disclosed. The technique includes receiving a request to generate an outgoing message for a recipient and retrieving one or more recipient preferences of the recipient from a recipient preferences database. The one or more recipient preferences relate to customization of messages that are to be delivered to the recipient. The technique further includes retrieving a message template from a plurality of message templates stored in a message template database based on the request and the one or more recipient preferences. The technique also includes generating the outgoing message based on the retrieved message template and the one or more recipient preferences, and providing the outgoing message to the recipient.