You've been collecting email address in an acceptable way. You had a raffle at your last trade event and in exchange for a change to win an Ipod, people filled out a form with their first names and email address and you also have been building a good sales listing of email address to send a marketing email newsletter to.

You wrote a newsletter about who won the Ipod in the raffle, talk about a few items in your store, an upcoming sale on a few products and even threw in a joke that wouldn't offend anyone and was legitimately funny. But you didn't proof read it or check your links and you just sent out a newsletter to 10,000 people with broken or worse incorrect links to supposed products on your website and a misspelled word here or there will change the entire meaning of a sentence.

Double-check your imbedded links and your newsletter. You want to look like the professional you are and not some bumbling soul. Sending out items that look badly will leave the impression that if you can't get a newsletter together, how on earth will you handle an order? One of the best ways to proofread is to read your newsletter out loud. You might miss a word if you're reading silently. Reading aloud really makes you listen and you will find nearly all grammatical errors this way. Your marketing is an extension of your company. Make sure your company is always presented in a sparkling, competent light.