diff --git a/Cargo.lock b/Cargo.lock
index fc4464c..3f82443 100644
--- a/Cargo.lock
+++ b/Cargo.lock
@@ -3359,6 +3359,7 @@ dependencies = [
  "intl-memoizer",
  "log",
  "matrix-sdk",
+ "percent-encoding",
  "petname",
  "rand 0.8.5",
  "rand_core 0.6.4",
diff --git a/Cargo.toml b/Cargo.toml
index 8bc43e0..0156190 100644
--- a/Cargo.toml
+++ b/Cargo.toml
@@ -18,6 +18,7 @@ fluent-langneg = "0.13.0"
 intl-memoizer = "0.5.1"
 log = "0.4.17"
 matrix-sdk = { version = "0.6.2", default-features = false, features = ["rustls-tls"] }
+percent-encoding = "2.2.0"
 petname = { version = "1.1.3", optional = true, default-features = false, features = ["std_rng", "default_dictionary"] }
 rand = "0.8.5"
 rand_core = { version = "0.6.4", features = ["std"] }
diff --git a/src/config.rs b/src/config.rs
index ee21dd8..061579e 100644
--- a/src/config.rs
+++ b/src/config.rs
@@ -55,10 +55,17 @@ pub struct Config {
 	pub matrix_server: String,
 	#[serde(default = "Config::default_matrix_user")]
 	pub matrix_user: String,
+	/// Our address, with protocol and hostname but without path or trailing `/`
+	/// It is used to make hyperlinks that should be clickable from anywhere.
+	#[serde(default = "Config::default_public_address")]
+	pub public_address: String,
 	/// Are we behind a reverse proxy?
 	/// Determines whether we assume client address is in a Forwarded header or socket address.
 	#[serde(default = "Config::default_reverse_proxy")]
 	pub reverse_proxy: bool,
+	/// Our root url path (without protocol and hostname)
+	/// Useful when used behind a reverse proxy in a pseudo-subdirectory.
+	/// Should start and end with `/`.
 	#[serde(default = "Config::default_root_url")]
 	pub root_url: String,
 	/// Templates directory. May be absolute or relative to config/data directory.
@@ -127,6 +134,9 @@ impl Config {
 	fn default_matrix_user() -> String {
 		"@tuxmain:matrix.txmn.tk".into()
 	}
+	fn default_public_address() -> String {
+		"http://127.0.0.1:31720".into()
+	}
 	fn default_reverse_proxy() -> bool {
 		false
 	}
@@ -161,6 +171,7 @@ impl Default for Config {
 			matrix_room: Self::default_matrix_room(),
 			matrix_server: Self::default_matrix_server(),
 			matrix_user: Self::default_matrix_user(),
+			public_address: Self::default_public_address(),
 			reverse_proxy: Self::default_reverse_proxy(),
 			root_url: Self::default_root_url(),
 			templates_dir: Self::default_templates_dir(),
diff --git a/src/notify.rs b/src/notify.rs
index 50f5791..b70b075 100644
--- a/src/notify.rs
+++ b/src/notify.rs
@@ -5,6 +5,10 @@ use log::error;
 use matrix_sdk::ruma;
 use std::time::{Duration, SystemTime};
 
+pub struct Notification {
+	pub topic: String,
+}
+
 enum OptionSince<T> {
 	Some(T),
 	NoneSince(SystemTime),
@@ -48,14 +52,30 @@ impl Notifier {
 		}
 	}
 
-	async fn notify(&mut self, config: &Config) {
+	async fn notify(&mut self, config: &Config, notification: Notification) {
 		match &self.matrix {
 			None => {}
 			Some(OptionSince::Some((_client, room))) => {
+				let decoded_topic = tera::escape_html(
+					&percent_encoding::percent_decode_str(&notification.topic).decode_utf8_lossy(),
+				);
 				if let Err(e) = room
 					.send(
-						ruma::events::room::message::RoomMessageEventContent::text_plain(
-							"New comment.",
+						ruma::events::room::message::RoomMessageEventContent::text_html(
+							format!(
+								"New comment on topic \"{}\": {}{}t/{}",
+								decoded_topic,
+								config.public_address,
+								config.root_url,
+								notification.topic,
+							),
+							format!(
+								"<a href=\"{}{}t/{}\">New comment on topic \"<em>{}</em>\".</a>",
+								config.public_address,
+								config.root_url,
+								notification.topic,
+								decoded_topic,
+							),
 						),
 						None,
 					)
@@ -77,10 +97,10 @@ impl Notifier {
 	}
 }
 
-pub async fn run_notifier(config: &Config, recv: Receiver<()>) {
+pub async fn run_notifier(config: &Config, recv: Receiver<Notification>) {
 	let mut notifier = Notifier::new(config).await;
-	for () in recv {
-		notifier.notify(config).await;
+	for notification in recv {
+		notifier.notify(config, notification).await;
 	}
 }
 
diff --git a/src/server.rs b/src/server.rs
index 8e19fa6..f887394 100644
--- a/src/server.rs
+++ b/src/server.rs
@@ -1,6 +1,8 @@
 #![allow(clippy::too_many_arguments)]
 
-use crate::{config::*, db::*, helpers, locales::*, queries::*, templates::*};
+use crate::{
+	config::*, db::*, helpers, locales::*, notify::Notification, queries::*, templates::*,
+};
 
 use argon2::{Argon2, PasswordHash, PasswordVerifier};
 use crossbeam_channel::Sender;
@@ -247,7 +249,7 @@ async fn handle_post_comments(
 	templates: &Templates,
 	dbs: Dbs,
 	locales: &Locales,
-	notify_send: Sender<()>,
+	notify_send: Sender<Notification>,
 ) -> tide::Result<tide::Response> {
 	let admin = req.cookie("admin").map_or(false, |psw| {
 		check_admin_password_hash(config, &String::from(psw.value()))
@@ -339,7 +341,11 @@ async fn handle_post_comments(
 				helpers::new_pending_comment(&comment, &dbs)
 					.map_err(|e| error!("Adding pending comment: {:?}", e))
 					.ok();
-				notify_send.send(()).ok();
+				notify_send
+					.send(Notification {
+						topic: topic.to_string(),
+					})
+					.ok();
 			} else {
 				context.insert("new_comment_author", &query.comment.author);
 				context.insert("new_comment_email", &query.comment.email);