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Standards that relate to email. writing style

Written on June 26, 2012

Writing for the web is different from writing for other media because users scan-read and want to get to information quickly. These standards outline how to best write for  They have been developed from the British Airways tone of voice guidelines and incorporate search engine optimisation (SEO) principles. Here you can find the writing principles, alongContinue Reading

Numbers and numerals

Written on March 4, 2011

How to use numbers in writing; when they should be written in words and when you can use numerics.

Metric and imperial units of measure

Written on March 4, 2011

How to refer to units of measure such as cm or inches, in content.

Telephone numbers

Written on March 4, 2011

How to present phone numbers for local and global markets. URL

Written on March 4, 2011

How to present ‘’ in copy.

Use of ‘my’ and ‘your’

Written on March 4, 2011

When is it correct to use ‘my’ or ‘your’ when referring to purchases from British Airways?


Written on March 4, 2011

This explains the approach to the written style used in copy and further details can be found in the BA dictionary.

Date formats

Written on March 4, 2011

This shows how to write the standard date format and also includes the day and month abbreviations for the core languages.

Footnotes, asterisks, superscript

Written on March 4, 2011

How to use footnotes, if you cannot avoid using them.

Links to ‘Home’

Written on March 4, 2011

Usage of the ‘Home’ link.

Display of information that has changed

Written on March 4, 2011

How to clearly notify customers that information has changed.

Links in emails

Written on March 1, 2011

Link directly to relevant content When a link is provided in an email to content or functionality, the link should go directly to the relevant content rather than to an intermediate landing page that would require further clicks. This does not remove the need to take the customer first to a login page if theContinue Reading

References to time in emails

Written on March 1, 2011

Emails should not contain reference only to relative days such as ‘today’ and ‘tomorrow’, but should at least contain actual dates.

Bullet points in text emails

Written on March 1, 2011

The dash [-] is to be used for bullet points – first bullet – second bullet

Line length of text emails

Written on March 1, 2011

The body text line length of emails should be limited to 65 characters.

Headings in text emails

Written on March 1, 2011

Headings (text emails) All content in text emails must have headings in the style shown below, with the stated exceptions. There will be two blank lines at the end of a section. The new section heading will be in capitals, and will be bordered above and below by dashes to the same length as theContinue Reading

General order of content for servicing emails

Written on March 1, 2011

The order of content is primarily dictated by importance to the customer ‘Do not reply’ Salutation Index (for text emails) Transaction specific information – e.g. PNR/flight details (text) General info for everyone – e.g. terminal changes, baggage allowance (text) Contingency info if appropriate – e.g. wheelchair access, ticket desk location (text or link) Supplementary informationContinue Reading

Emails – mandatory sections and wording

Written on March 1, 2011

Except where stated, the following wording applies to text and html emails. The layout is mandated for text emails. Text emails are to be composed using the courier font for layout. The working assumption is that the customer will be using courier for text emails. 1) ‘Do not reply’ text at the top PLEASE DOContinue Reading

Display of positive and negative cash numbers in text emails

Written on February 28, 2011

If we’re dealing with a refund: Fare refund: GBP 600 Tax refund: GBP 50 Admin fee: -GBP 30 Total refund: GBP 620   With a payment: Fare: GBP 600 Taxes: GBP 50 Discount: -GBP 20 Total to pay: GBP 630

BA dictionary/glossary of terms

Written on February 22, 2011

The BA dictionary details how certain airline terms and sub-brands should be written online. These terms are referred to in a certain way to ensure they are always written consistently.