Refactor in-product-marketing messages

This extracts each message into its separate class to make it easier to
add additional emails and modify links based on state.

app/controllers/groups/email_campaigns_controller.rb

 # frozen_string_literal: true
 
 class Groups::EmailCampaignsController < Groups::ApplicationController
-  include InProductMarketingHelper
-
   EMAIL_CAMPAIGNS_SCHEMA_URL = 'iglu:com.gitlab/email_campaigns/jsonschema/1-0-0'
 
   feature_category :navigation
@@ -18,11 +16,13 @@ class Groups::EmailCampaignsController < Groups::ApplicationController
 
   def track_click
     if Gitlab.com?
+      message = Gitlab::Email::Message::InProductMarketing.for(@track).new(group: group, series: @series)
+
       data = {
         namespace_id: group.id,
         track: @track.to_s,
         series: @series,
-        subject_line: subject_line(@track, @series)
+        subject_line: message.subject_line
       }
       context = SnowplowTracker::SelfDescribingJson.new(EMAIL_CAMPAIGNS_SCHEMA_URL, data)
 

app/mailers/emails/in_product_marketing.rb

@@ -2,8 +2,6 @@
 
 module Emails
   module InProductMarketing
-    include InProductMarketingHelper
-
     FROM_ADDRESS = 'GitLab <team@gitlab.com>'
     CUSTOM_HEADERS = {
       from: FROM_ADDRESS,
@@ -15,13 +13,11 @@ module Emails
     }.freeze
 
     def in_product_marketing_email(recipient_id, group_id, track, series)
-      @track = track
-      @series = series
-      @group = Group.find(group_id)
+      group = Group.find(group_id)
+      email = User.find(recipient_id).notification_email_for(group)
+      @message = Gitlab::Email::Message::InProductMarketing.for(track).new(group: group, series: series)
 
-      email = User.find(recipient_id).notification_email_for(@group)
-      subject = subject_line(track, series)
-      mail_to(to: email, subject: subject)
+      mail_to(to: email, subject: @message.subject_line)
     end
 
     private
@@ -29,8 +25,17 @@ module Emails
     def mail_to(to:, subject:)
       custom_headers = Gitlab.com? ? CUSTOM_HEADERS : {}
       mail(to: to, subject: subject, **custom_headers) do |format|
-        format.html { render layout: nil }
-        format.text { render layout: nil }
+        format.html do
+          @message.format = :html
+
+          render layout: nil
+        end
+
+        format.text do
+          @message.format = :text
+
+          render layout: nil
+        end
       end
     end
   end

app/views/notify/in_product_marketing_email.html.haml

@@ -163,43 +163,43 @@
                   %table{ border: "0", cellpadding: "0", cellspacing: "0", role: "presentation", width: "100%" }
                     %tr
                       %td{ align: "left", style: "padding: 0 20px;" }
-                        = about_link('mailers/in_product_marketing', 'gitlab-logo-gray-rgb.png', 200)
+                        = about_link('mailers/in_product_marketing/gitlab-logo-gray-rgb.png', 200)
                     %tr
                       %td{ "aria-hidden" => "true", height: "30", style: "font-size: 0; line-height: 0;" }
                     %tr{ style: "background-color: #ffffff;" }
                       %td{ style: "color: #424242; padding: 10px 30px; text-align: center; font-family: 'Source Sans Pro', helvetica, arial, sans-serif;font-size: 16px; line-height: 22px; border: 1px solid #dddddd" }
                         %p
-                          = in_product_marketing_progress(@track, @series, format: :html).html_safe
+                          = @message.progress.html_safe
                     %tr
                       %td{ bgcolor: "#ffffff", height: "auto", style: "max-width: 600px; width: 100%; text-align: center; height: 200px; padding: 25px 15px; mso-line-height-rule: exactly; min-height: 40px; font-family: 'Source Sans Pro', helvetica, arial, sans-serif;", valign: "middle", width: "100%" }
-                        = in_product_marketing_logo(@track, @series)
+                        = inline_image_link(@message.logo_path, { width: '150', style: 'width: 150px;' })
                         %h1{ style: "font-size: 40px; line-height: 46x; color: #000000; padding: 20px 0 0 0; font-weight: normal;" }
-                          = in_product_marketing_title(@track, @series)
+                          = @message.title
                         %h2{ style: "font-size: 28px; line-height: 34px; color: #000000; padding: 0; font-weight: 400;" }
-                          = in_product_marketing_subtitle(@track, @series)
+                          = @message.subtitle
                     %tr
                       %td{ style: "padding: 10px 20px 30px 20px; font-family: 'Source Sans Pro', helvetica, arial, sans-serif; color:#000000; font-size: 18px; line-height: 24px;" }
                         %p{ style: "margin: 0 0 20px 0;" }
-                          = in_product_marketing_body_line1(@track, @series, format: :html).html_safe
-                        - in_product_marketing_body_line2(@track, @series, format: :html)&.tap do |line|
+                          = @message.body_line1.html_safe
+                        - @message.body_line2&.tap do |line|
                           %p{ style: "margin: 0 0 20px 0;" }
                             = line.html_safe
                     %tr
                       %td{ align: "center", style: "padding: 10px 20px 80px 20px; font-family: 'Source Sans Pro', helvetica, arial, sans-serif;" }
-                        .cta_link= cta_link(@track, @series, @group, format: :html)
+                        .cta_link= @message.cta_link
                     %tr{ style: "background-color: #ffffff;" }
                       %td{ align: "center", style: "padding:75px 20px 25px;" }
-                        = about_link('', 'gitlab_logo.png', 80)
+                        = about_link('gitlab_logo.png', 80)
                     %tr{ style: "background-color: #ffffff;" }
                       %td{ align: "center", style: "padding:0px ;" }
                     %tr{ style: "background-color: #ffffff;" }
                       %td{ align: "center", style: "padding:0px 10px; font-family: 'Source Sans Pro', helvetica, arial, sans-serif; " }
                         %span.footernav{ style: "color: #6e49cb; font-size: 16px; line-height: 26px; font-family: 'Source Sans Pro', helvetica, arial, sans-serif;" }
-                          = footer_links(format: :html).join(' ' * 3 + '|' + ' ' * 4).html_safe
+                          = @message.footer_links.join(' ' * 3 + '|' + ' ' * 4).html_safe
                     %tr{ style: "background-color:#ffffff;" }
                       %td{ align: "center", style: "padding: 40px 30px 20px 30px; font-family: 'Source Sans Pro', helvetica, arial, sans-serif;" }
-                        .address= address(format: :html)
+                        .address= @message.address
                     %tr{ style: "background-color: #ffffff;" }
                       %td{ align: "left", style: "padding:20px 30px 20px 30px;" }
                         %span.footernav{ style: "color: #6e49cb; font-size: 14px; line-height: 20px; font-family: 'Source Sans Pro', helvetica, arial, sans-serif; color:#424242;" }
-                          = unsubscribe(@track, @series, format: :html).html_safe
+                          = @message.unsubscribe.html_safe

app/views/notify/in_product_marketing_email.text.erb

-<%= in_product_marketing_tagline(@track, @series) %>
+<%= @message.tagline %>
 
-<%= in_product_marketing_title(@track, @series) %>
-<%= in_product_marketing_subtitle(@track, @series) %>
+<%= @message.title %>
+<%= @message.subtitle %>
 
 
-<%= in_product_marketing_body_line1(@track, @series) %>
+<%= @message.body_line1 %>
 
-<%= in_product_marketing_body_line2(@track, @series) %>
+<%= @message.body_line2 %>
 
-<%= cta_link(@track, @series, @group) %>
+<%= @message.cta_link %>
 
 
 
@@ -16,8 +16,8 @@
 
 
 
-<%= footer_links %>
+<%= @message.footer_links %>
 
-<%= address %>
+<%= @message.address %>
 
-<%= unsubscribe(@track, @series) %>
+<%= @message.unsubscribe %>

lib/gitlab/email/message/in_product_marketing.rb

+# frozen_string_literal: true
+
+module Gitlab
+  module Email
+    module Message
+      module InProductMarketing
+        UnknownTrackError = Class.new(StandardError)
+
+        def self.for(track)
+          case track
+          when :create
+            Gitlab::Email::Message::InProductMarketing::Create
+          when :verify
+            Gitlab::Email::Message::InProductMarketing::Verify
+          when :team
+            Gitlab::Email::Message::InProductMarketing::Team
+          when :trial
+            Gitlab::Email::Message::InProductMarketing::Trial
+          else
+            raise UnknownTrackError
+          end
+        end
+      end
+    end
+  end
+end

lib/gitlab/email/message/in_product_marketing/base.rb

+# frozen_string_literal: true
+
+module Gitlab
+  module Email
+    module Message
+      module InProductMarketing
+        class Base
+          include Gitlab::Email::Message::InProductMarketing::Helper
+          include Gitlab::Routing
+
+          def initialize(group:, series:, format: :html)
+            @group = group
+            @series = series
+            @format = format
+          end
+
+          attr_accessor :format
+
+          def track
+            self.class.name.demodulize.downcase.to_sym
+          end
+
+          def subject_line
+            raise NotImplementedError
+          end
+
+          def tagline
+            raise NotImplementedError
+          end
+
+          def title
+            raise NotImplementedError
+          end
+
+          def subtitle
+            raise NotImplementedError
+          end
+
+          def body_line1
+            raise NotImplementedError
+          end
+
+          def body_line2
+            raise NotImplementedError
+          end
+
+          def cta_text
+            raise NotImplementedError
+          end
+
+          def cta_link
+            case format
+            when :html
+              link_to cta_text, group_email_campaigns_url(group, track: track, series: series), target: '_blank', rel: 'noopener noreferrer'
+            else
+              [cta_text, group_email_campaigns_url(group, track: track, series: series)].join(' >> ')
+            end
+          end
+
+          def unsubscribe
+            parts = Gitlab.com? ? unsubscribe_com : unsubscribe_self_managed(track, series)
+
+            case format
+            when :html
+              parts.join(' ')
+            else
+              parts.join("\n" + ' ' * 16)
+            end
+          end
+
+          def progress
+            if Gitlab.com?
+              s_('InProductMarketing|This is email %{series} of 3 in the %{track} series.') % { series: series + 1, track: track.to_s.humanize }
+            else
+              s_('InProductMarketing|This is email %{series} of 3 in the %{track} series. To disable notification emails sent by your local GitLab instance, either contact your administrator or %{unsubscribe_link}.') % { series: series + 1, track: track.to_s.humanize, unsubscribe_link: unsubscribe_link }
+            end
+          end
+
+          def address
+            s_('InProductMarketing|%{strong_start}GitLab Inc.%{strong_end} 268 Bush Street, #350, San Francisco, CA 94104, USA').html_safe % strong_options
+          end
+
+          def footer_links
+            links = [
+              [s_('InProductMarketing|Blog'), 'https://about.gitlab.com/blog'],
+              [s_('InProductMarketing|Twitter'), 'https://twitter.com/gitlab'],
+              [s_('InProductMarketing|Facebook'), 'https://www.facebook.com/gitlab'],
+              [s_('InProductMarketing|YouTube'), 'https://www.youtube.com/channel/UCnMGQ8QHMAnVIsI3xJrihhg']
+            ]
+            case format
+            when :html
+              links.map do |text, link|
+                link_to(text, link)
+              end
+            else
+              '| ' + links.map do |text, link|
+                [text, link].join(' ')
+              end.join("\n| ")
+            end
+          end
+
+          def logo_path
+            ["mailers/in_product_marketing", "#{track}-#{series}.png"].join('/')
+          end
+
+          protected
+
+          attr_reader :group, :series
+
+          private
+
+          def unsubscribe_com
+            [
+              s_('InProductMarketing|If you no longer wish to receive marketing emails from us,'),
+              s_('InProductMarketing|you may %{unsubscribe_link} at any time.') % { unsubscribe_link: unsubscribe_link }
+            ]
+          end
+
+          def unsubscribe_self_managed(track, series)
+            [
+              s_('InProductMarketing|To opt out of these onboarding emails, %{unsubscribe_link}.') % { unsubscribe_link: unsubscribe_link },
+              s_("InProductMarketing|If you don't want to receive marketing emails directly from GitLab, %{marketing_preference_link}.") % { marketing_preference_link: marketing_preference_link(track, series) }
+            ]
+          end
+
+          def unsubscribe_link
+            unsubscribe_url = Gitlab.com? ? '%tag_unsubscribe_url%' : profile_notifications_url
+
+            link(s_('InProductMarketing|unsubscribe'), unsubscribe_url)
+          end
+
+          def marketing_preference_link(track, series)
+            params = {
+              utm_source: 'SM',
+              utm_medium: 'email',
+              utm_campaign: 'onboarding',
+              utm_term: "#{track}_#{series}"
+            }
+
+            preference_link = "https://about.gitlab.com/company/preference-center/?#{params.to_query}"
+
+            link(s_('InProductMarketing|update your preferences'), preference_link)
+          end
+        end
+      end
+    end
+  end
+end

lib/gitlab/email/message/in_product_marketing/create.rb

+# frozen_string_literal: true
+
+module Gitlab
+  module Email
+    module Message
+      module InProductMarketing
+        class Create < Base
+          def subject_line
+            [
+              s_('InProductMarketing|Create a project in GitLab in 5 minutes'),
+              s_('InProductMarketing|Import your project and code from GitHub, Bitbucket and others'),
+              s_('InProductMarketing|Understand repository mirroring')
+            ][series]
+          end
+
+          def tagline
+            [
+              s_('InProductMarketing|Get started today'),
+              s_('InProductMarketing|Get our import guides'),
+              s_('InProductMarketing|Need an alternative to importing?')
+            ][series]
+          end
+
+          def title
+            [
+              s_('InProductMarketing|Take your first steps with GitLab'),
+              s_('InProductMarketing|Start by importing your projects'),
+              s_('InProductMarketing|How (and why) mirroring makes sense')
+            ][series]
+          end
+
+          def subtitle
+            [
+              s_('InProductMarketing|Dig in and create a project and a repo'),
+              s_("InProductMarketing|Here's what you need to know"),
+              s_('InProductMarketing|Try it out')
+            ][series]
+          end
+
+          def body_line1
+            [
+              s_("InProductMarketing|To understand and get the most out of GitLab, start at the beginning and %{project_link}. In GitLab, repositories are part of a project, so after you've created your project you can go ahead and %{repo_link}.") % { project_link: project_link, repo_link: repo_link },
+              s_("InProductMarketing|Making the switch? It's easier than you think to import your projects into GitLab. Move %{github_link}, or import something %{bitbucket_link}.") % { github_link: github_link, bitbucket_link: bitbucket_link },
+              s_("InProductMarketing|Sometimes you're not ready to make a full transition to a new tool. If you're not ready to fully commit, %{mirroring_link} gives you a safe way to try out GitLab in parallel with your current tool.") % { mirroring_link: mirroring_link }
+            ][series]
+          end
+
+          def body_line2
+            [
+              s_("InProductMarketing|That's all it takes to get going with GitLab, but if you're new to working with Git, check out our %{basics_link} for helpful tips and tricks for getting started.") % { basics_link: basics_link },
+              s_("InProductMarketing|Have a different instance you'd like to import? Here's our %{import_link}.") % { import_link: import_link },
+              s_("InProductMarketing|It's also possible to simply %{external_repo_link} in order to take advantage of GitLab's CI/CD.") % { external_repo_link: external_repo_link }
+            ][series]
+          end
+
+          def cta_text
+            [
+              s_('InProductMarketing|Create your first project!'),
+              s_('InProductMarketing|Master the art of importing!'),
+              s_('InProductMarketing|Understand your project options')
+            ][series]
+          end
+
+          private
+
+          def project_link
+            link(s_('InProductMarketing|create a project'), help_page_url('gitlab-basics/create-project'))
+          end
+
+          def repo_link
+            link(s_('InProductMarketing|set up a repo'), help_page_url('user/project/repository/index', anchor: 'create-a-repository'))
+          end
+
+          def github_link
+            link(s_('InProductMarketing|GitHub Enterprise projects to GitLab'), help_page_url('integration/github'))
+          end
+
+          def bitbucket_link
+            link(s_('InProductMarketing|from Bitbucket'), help_page_url('user/project/import/bitbucket_server'))
+          end
+
+          def mirroring_link
+            link(s_('InProductMarketing|repository mirroring'), help_page_url('user/project/repository/repository_mirroring'))
+          end
+
+          def basics_link
+            link(s_('InProductMarketing|Git basics'), help_page_url('gitlab-basics/README'))
+          end
+
+          def import_link
+            link(s_('InProductMarketing|comprehensive guide'), help_page_url('user/project/import/index'))
+          end
+
+          def external_repo_link
+            link(s_('InProductMarketing|connect an external repository'), new_project_url(anchor: 'cicd_for_external_repo'))
+          end
+        end
+      end
+    end
+  end
+end

lib/gitlab/email/message/in_product_marketing/helper.rb

+# frozen_string_literal: true
+
+module Gitlab
+  module Email
+    module Message
+      module InProductMarketing
+        module Helper
+          include ActionView::Context
+          include ActionView::Helpers::TagHelper
+          include ActionView::Helpers::UrlHelper
+
+          private
+
+          def list(array)
+            case format
+            when :html
+              tag.ul { array.map { |item| tag.li item} }
+            else
+              '- ' + array.join("\n- ")
+            end
+          end
+
+          def strong_options
+            case format
+            when :html
+              { strong_start: '<b>'.html_safe, strong_end: '</b>'.html_safe }
+            else
+              { strong_start: '', strong_end: '' }
+            end
+          end
+
+          def link(text, link)
+            case format
+            when :html
+              link_to text, link
+            else
+              "#{text} (#{link})"
+            end
+          end
+        end
+      end
+    end
+  end
+end

lib/gitlab/email/message/in_product_marketing/team.rb

+# frozen_string_literal: true
+
+module Gitlab
+  module Email
+    module Message
+      module InProductMarketing
+        class Team < Base
+          def subject_line
+            [
+              s_('InProductMarketing|Working in GitLab = more efficient'),
+              s_("InProductMarketing|Multiple owners, confusing workstreams? We've got you covered"),
+              s_('InProductMarketing|Your teams can be more efficient')
+            ][series]
+          end
+
+          def tagline
+            [
+              s_('InProductMarketing|Invite your colleagues to join in less than one minute'),
+              s_('InProductMarketing|Get your team set up on GitLab'),
+              nil
+            ][series]
+          end
+
+          def title
+            [
+              s_('InProductMarketing|Team work makes the dream work'),
+              s_('InProductMarketing|*GitLab*, noun: a synonym for efficient teams'),
+              s_('InProductMarketing|Find out how your teams are really doing')
+            ][series]
+          end
+
+          def subtitle
+            [
+              s_('InProductMarketing|Actually, GitLab makes the team work (better)'),
+              s_('InProductMarketing|Our tool brings all the things together'),
+              s_("InProductMarketing|It's all in the stats")
+            ][series]
+          end
+
+          def body_line1
+            [
+              [
+                s_('InProductMarketing|Did you know teams that use GitLab are far more efficient?'),
+                list([
+                  s_('InProductMarketing|Goldman Sachs went from 1 build every two weeks to thousands of builds a day'),
+                  s_('InProductMarketing|Ticketmaster decreased their CI build time by 15X')
+                ])
+              ].join("\n"),
+              s_("InProductMarketing|We know a thing or two about efficiency and we don't want to keep that to ourselves. Sign up for a free trial of GitLab Ultimate and your teams will be on it from day one."),
+              [
+                s_('InProductMarketing|Stop wondering and use GitLab to answer questions like:'),
+                list([
+                  s_('InProductMarketing|How long does it take us to close issues/MRs by types like feature requests, bugs, tech debt, security?'),
+                  s_('InProductMarketing|How many days does it take our team to complete various tasks?'),
+                  s_('InProductMarketing|What does our value stream timeline look like from product to development to review and production?')
+                ])
+              ].join("\n")
+            ][series]
+          end
+
+          def body_line2
+            [
+              s_('InProductMarketing|Invite your colleagues and start shipping code faster.'),
+              s_("InProductMarketing|Streamline code review, know at a glance who's unavailable, communicate in comments or in email and integrate with Slack so everyone's on the same page."),
+              s_('InProductMarketing|When your team is on GitLab these answers are a click away.')
+            ][series]
+          end
+
+          def cta_text
+            [
+              s_('InProductMarketing|Invite your colleagues today'),
+              s_('InProductMarketing|Invite your team in less than 60 seconds'),
+              s_('InProductMarketing|Invite your team now')
+            ][series]
+          end
+        end
+      end
+    end
+  end
+end

lib/gitlab/email/message/in_product_marketing/trial.rb

+# frozen_string_literal: true
+
+module Gitlab
+  module Email
+    module Message
+      module InProductMarketing
+        class Trial < Base
+          def subject_line
+            [
+              s_('InProductMarketing|Go farther with GitLab'),
+              s_('InProductMarketing|Automated security scans directly within GitLab'),
+              s_('InProductMarketing|Take your source code management to the next level')
+            ][series]
+          end
+
+          def tagline
+            [
+              s_('InProductMarketing|Start a free trial of GitLab Ultimate – no CC required'),
+              s_('InProductMarketing|Improve app security with a 30-day trial'),
+              s_('InProductMarketing|Start with a GitLab Ultimate free trial')
+            ][series]
+          end
+
+          def title
+            [
+              s_('InProductMarketing|Give us one minute...'),
+              s_("InProductMarketing|Security that's integrated into your development lifecycle"),
+              s_('InProductMarketing|Improve code quality and streamline reviews')
+            ][series]
+          end
+
+          def subtitle
+            [
+              s_('InProductMarketing|...and you can get a free trial of GitLab Ultimate'),
+              s_('InProductMarketing|Try GitLab Ultimate for free'),
+              s_('InProductMarketing|Better code in less time')
+            ][series]
+          end
+
+          def body_line1
+            [
+              [
+                s_("InProductMarketing|GitLab's premium tiers are designed to make you, your team and your application more efficient and more secure with features including but not limited to:"),
+                list([
+                  s_('InProductMarketing|%{strong_start}Company wide portfolio management%{strong_end} — including multi-level epics, scoped labels').html_safe % strong_options,
+                  s_('InProductMarketing|%{strong_start}Multiple approval roles%{strong_end} — including code owners and required merge approvals').html_safe % strong_options,
+                  s_('InProductMarketing|%{strong_start}Advanced application security%{strong_end} — including SAST, DAST scanning, FUZZ testing, dependency scanning, license compliance, secrete detection').html_safe % strong_options,
+                  s_('InProductMarketing|%{strong_start}Executive level insights%{strong_end} — including reporting on productivity, tasks by type, days to completion, value stream').html_safe % strong_options
+                ])
+              ].join("\n"),
+              s_('InProductMarketing|GitLab provides static application security testing (SAST), dynamic application security testing (DAST), container scanning, and dependency scanning to help you deliver secure applications along with license compliance.'),
+              s_('InProductMarketing|By enabling code owners and required merge approvals the right person will review the right MR. This is a win-win: cleaner code and a more efficient review process.')
+            ][series]
+          end
+
+          def body_line2
+            [
+              s_('InProductMarketing|Start a GitLab Ultimate trial today in less than one minute, no credit card required.'),
+              s_('InProductMarketing|Get started today with a 30-day GitLab Ultimate trial, no credit card required.'),
+              s_('InProductMarketing|Code owners and required merge approvals are part of the paid tiers of GitLab. You can start a free 30-day trial of GitLab Ultimate and enable these features in less than 5 minutes with no credit card required.')
+            ][series]
+          end
+
+          def cta_text
+            [
+              s_('InProductMarketing|Start a trial'),
+              s_('InProductMarketing|Beef up your security'),
+              s_('InProductMarketing|Start your trial now!')
+            ][series]
+          end
+        end
+      end
+    end
+  end
+end

lib/gitlab/email/message/in_product_marketing/verify.rb

+# frozen_string_literal: true
+
+module Gitlab
+  module Email
+    module Message
+      module InProductMarketing
+        class Verify < Base
+          def subject_line
+            [
+              s_('InProductMarketing|Feel the need for speed?'),
+              s_('InProductMarketing|3 ways to dive into GitLab CI/CD'),
+              s_('InProductMarketing|Explore the power of GitLab CI/CD')
+            ][series]
+          end
+
+          def tagline
+            [
+              s_('InProductMarketing|Use GitLab CI/CD'),
+              s_('InProductMarketing|Test, create, deploy'),
+              s_('InProductMarketing|Are your runners ready?')
+            ][series]
+          end
+
+          def title
+            [
+              s_('InProductMarketing|Rapid development, simplified'),
+              s_('InProductMarketing|Get started with GitLab CI/CD'),
+              s_('InProductMarketing|Launch GitLab CI/CD in 20 minutes or less')
+            ][series]
+          end
+
+          def subtitle
+            [
+              s_('InProductMarketing|How to build and test faster'),
+              s_('InProductMarketing|Explore the options'),
+              s_('InProductMarketing|Follow our steps')
+            ][series]
+          end
+
+          def body_line1
+            [
+              s_("InProductMarketing|Tired of wrestling with disparate tool chains, information silos and inefficient processes? GitLab's CI/CD is built on a DevOps platform with source code management, planning, monitoring and more ready to go. Find out %{ci_link}.") % { ci_link: ci_link },
+              s_("InProductMarketing|GitLab's CI/CD makes software development easier. Don't believe us? Here are three ways you can take it for a fast (and satisfying) test drive:"),
+              s_("InProductMarketing|Get going with CI/CD quickly using our %{quick_start_link}. Start with an available runner and then create a CI .yml file – it's really that easy.") % { quick_start_link: quick_start_link }
+            ][series]
+          end
+
+          def body_line2
+            [
+              nil,
+              list([
+                s_('InProductMarketing|Start by %{performance_link}').html_safe % { performance_link: performance_link },
+                s_('InProductMarketing|Move on to easily creating a Pages website %{ci_template_link}').html_safe % { ci_template_link: ci_template_link },
+                s_('InProductMarketing|And finally %{deploy_link} a Python application.').html_safe % { deploy_link: deploy_link }
+              ]),
+              nil
+            ][series]
+          end
+
+          def cta_text
+            [
+              s_('InProductMarketing|Get to know GitLab CI/CD'),
+              s_('InProductMarketing|Try it yourself'),
+              s_('InProductMarketing|Explore GitLab CI/CD')
+            ][series]
+          end
+
+          private
+
+          def ci_link
+            link(s_('InProductMarketing|how easy it is to get started'), help_page_url('ci/README'))
+          end
+
+          def quick_start_link
+            link(s_('InProductMarketing|quick start guide'), help_page_url('ci/quick_start/README'))
+          end
+
+          def performance_link
+            link(s_('InProductMarketing|testing browser performance'), help_page_url('user/project/merge_requests/browser_performance_testing'))
+          end
+
+          def ci_template_link
+            link(s_('InProductMarketing|using a CI/CD template'), help_page_url('user/project/pages/getting_started/pages_ci_cd_template'))
+          end
+
+          def deploy_link
+            link(s_('InProductMarketing|test and deploy'), help_page_url('ci/examples/test-and-deploy-python-application-to-heroku'))
+          end
+        end
+      end
+    end
+  end
+end

spec/lib/gitlab/email/message/in_product_marketing_spec.rb

+# frozen_string_literal: true
+
+require 'spec_helper'
+
+RSpec.describe Gitlab::Email::Message::InProductMarketing do
+  describe '.for' do
+    subject { described_class.for(track) }
+
+    context 'when track exists' do
+      let(:track) { :create }
+
+      it { is_expected.to eq(Gitlab::Email::Message::InProductMarketing::Create) }
+    end
+
+    context 'when track does not exist' do
+      let(:track) { :non_existent }
+
+      it 'raises error' do
+        expect { subject }.to raise_error(described_class::UnknownTrackError)
+      end
+    end
+  end
+end

spec/mailers/emails/in_product_marketing_spec.rb

@@ -5,7 +5,6 @@ require 'email_spec'
 
 RSpec.describe Emails::InProductMarketing do
   include EmailSpec::Matchers
-  include InProductMarketingHelper
 
   let_it_be(:user) { create(:user) }
   let_it_be(:group) { create(:group) }
@@ -62,11 +61,13 @@ RSpec.describe Emails::InProductMarketing do
 
     with_them do
       it 'has the correct subject and content' do
+        message = Gitlab::Email::Message::InProductMarketing.for(track).new(group: group, series: series)
+
         aggregate_failures do
-          is_expected.to have_subject(subject_line(track, series))
-          is_expected.to have_body_text(in_product_marketing_title(track, series))
-          is_expected.to have_body_text(in_product_marketing_subtitle(track, series))
-          is_expected.to have_body_text(in_product_marketing_cta_text(track, series))
+          is_expected.to have_subject(message.subject_line)
+          is_expected.to have_body_text(message.title)
+          is_expected.to have_body_text(message.subtitle)
+          is_expected.to have_body_text(CGI.unescapeHTML(message.cta_link))
         end
       end
     end

spec/requests/groups/email_campaigns_controller_spec.rb

@@ -3,7 +3,6 @@
 require 'spec_helper'
 
 RSpec.describe Groups::EmailCampaignsController do
-  include InProductMarketingHelper
   using RSpec::Parameterized::TableSyntax
 
   describe 'GET #index', :snowplow do
@@ -13,7 +12,7 @@ RSpec.describe Groups::EmailCampaignsController do
     let(:track) { 'create' }
     let(:series) { '0' }
     let(:schema) { described_class::EMAIL_CAMPAIGNS_SCHEMA_URL }
-    let(:subject_line_text) { subject_line(track.to_sym, series.to_i) }
+    let(:subject_line_text) { Gitlab::Email::Message::InProductMarketing.for(track.to_sym).new(group: group, series: series.to_i).subject_line }
     let(:data) do
       {
         namespace_id: group.id,