diff --git a/feedback/forms.py b/feedback/forms.py
index 68f6d28..c8785a6 100644
--- a/feedback/forms.py
+++ b/feedback/forms.py
@@ -135,7 +135,12 @@ def get_notify(self):
         old_msg = "".join(old_msg.split())
         new_msg = self.cleaned_data['response_msg'] or ''
         new_msg = "".join(new_msg.split())
-        return Feedback.NOTIFY.NORMAL if old_msg != new_msg else Feedback.NOTIFY.NO
+        if new_msg == '': # empty message always removes notification
+            return Feedback.NOTIFY.REMOVE
+        elif old_msg == '' and new_msg != '': # empty to non-empty sends notification
+            return Feedback.NOTIFY.NORMAL
+        else:
+            return Feedback.NOTIFY.NO # editing non-empty message does not change notification status
         # FIXME: add support for instance.NOTIFY.IMPORTANT
 
     def save(self): # pylint: disable=arguments-differ
diff --git a/feedback/models.py b/feedback/models.py
index 70ff0e1..d45704a 100644
--- a/feedback/models.py
+++ b/feedback/models.py
@@ -407,8 +407,10 @@ class Meta:
         ('NO', 0, _('No notification')),
         ('NORMAL', 1, _('Normal notification')),
         ('IMPORTANT', 2, _('Important notification')),
+        ('REMOVE', 10, _('Remove notification')),
     )
     NOTIFY_APLUS = {
+        NOTIFY.REMOVE: 'remove',
         NOTIFY.NORMAL: 'normal',
         NOTIFY.IMPORTANT: 'important',
     }