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8.07
Electronic Direct Response: General Use
Where possible, e-mail direct response communications
should apply the same standards of design, color-use,
imagery and typography as other direct response
communications. While there are many aspects of e-mail and
e-newsletters unique to the medium, the intent should be for
target audiences to recognize synergy between the brand
online and offl ine. In particular, if the e-mail is a follow-up
contact to a printed ad, direct mail or a web visit, imagery
and copy in the e-mail should provide a visual and message
connection to the original source.
These brand expression guidelines are intended to apply to
e-marketing, such as blast e-mails to customers on a
database or e-mail newsletters to opt-in subscribers. They are
not intended as guidelines for one-on-one correspondence
between sales teams and existing customers. For guidelines
specifi c to the medium, please refer to the Website and Online
Advertising guidelines on Brand Central.
• GE Inspira font is not a commonly installed feature on
computers and therefore it is not expected that e-marketing
communications be in GE Inspira. Headlines, subheads and
body copy should appear in Arial (for html coding).
• Use of the monochromatic copy rule (Monogram, heads,
call-out boxes and other design elements all in the same
approved color) should be used.
• Cropped photography is a defi ning element of the GE Brand.
While it is often necessary to use square-cut photos in
e-mail, the use of cropped photos is encouraged. Photos
with feathered edges should not be used.
• As with DR letters, copy should be justifi ed to the left where
possible.
• If using graphical devices to grab attention, the use of
rounded, organic shapes in e-mails is encouraged.
• Brand architecture rules should be applied throughout
electronic DR communications. However with respect
to "sender" lines, it is acknowledged that consumers
must be able to quickly identify who has sent them a
communication. If an employees name is not going to be
used, in this case only, it is recommended that "GE" precede
the Market or Business name with a hyphen separating
GE from the Market or Business name. For example,
GE – Trailer Fleet Services.
Note there are minor exceptions to this such as GE Money.
Direct Response Communications
Version 2.0
Page 106
From:
GE Money
To:
John A. Sample
CC:
Subject:
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to start the
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loan process.
Sincerely,
Dennis Murphy
Director of Marketing
GE Money, Home Loans
From:
GE Money
Sent: Wed 1/1/2006 12:00 PM
To:
John A. Sample
CC:
Subject:
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†
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Sent: Wed 1/1/2006 12:00 PM
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