The order of content is primarily dictated by importance to the customer
  1. ‘Do not reply’
  2. Salutation
  3. Index (for text emails)
  4. Transaction specific information – e.g. PNR/flight details (text)
  5. General info for everyone – e.g. terminal changes, baggage allowance (text)
  6. Contingency info if appropriate – e.g. wheelchair access, ticket desk location (text or link)
  7. Supplementary information – e.g. service links to ease journey (link)
  8. Contact information – e.g. how to contact BA (text or link)
  9. Other information – e.g. legal (text or link)
  10. Misdirection disclaimer