You might think that by using the word ‘limit’ we are setting the bar much too low. Wouldn’t eradicate, eliminate, remove be better options? If my years of copywriting have taught me anything it is mistakes will happen.
Errors can run the gamut, from wrong colour for the banner headline to a double entendre going viral. The latter would probably help your brand recognition but is not something you want your name to be associated with. Thankfully, there are simple systems you can implement which will reduce the chances of errors.
Proofreading is not a one-off exercise. It should be a specific process at every stage of an email marketing campaign, especially after the ideas phase when everyone is overwhelmed by the potential of this wonderful new creation. Any criticism is often seen almost as a betrayal. Assessing the new plans for any conflict with current processes, or current affairs, is something that needs careful 
management, support, and a wee bit of bravery.
A trap has been set by modern spelling and grammar checkers as if the copy goes through without multi-coloured underlining, it can be seen as assurance that everything is fine. This ignores the danger of homophones. Also, email marketing copy notoriously, and justifiably in most cases, ignores the finer rules of grammar, which can lead to blindness with regards to blue underlining.
Free email marketing templates have, quite rightly, a strong reputation for being well thought-out, but, even so, the design phase should also be checked. If you were in on the creation of the marketing email, get someone else to check it.
The biggest dangers are small alterations made after all proofreading procedures have been finalised. The tendency is to check just the corrections. However, the whole product has to be assessed as the image might be the same as a previous one, or the copy might conflict with a previous paragraph.
It’s a brave email marketing copywriter who writes 350 words on errors. I have proofread this copy four times, but my experience, rather sadly, is errors can creep in, especially at the last moment. Oddly, it would reinforce my message.
