Time and time again, I see publishers wanting to turn a jpeg of something that ran in snail mail to something they want delivered to inboxes. This just doesn’t work, isn’t a digital replica, and you can’t play the game like that by repurposing pre-existing content without repackaging it in a different form. Not only will your message likely not be seen, but you won’t see the results you were hoping to get. This goes for sending marketing messages to your own lists in-house or to the other paid spots. Your audience won’t be able to see the image you are displaying, and there won’t be a clear way for you to collect any sort of information.
If you have a digital marketer employed at your publishing house, sit down with him/her and go over some fundamentals, which should start with a balance of text (created using inline CSS) and images. Explore online guides, such as this one from MailChimp, and see how you can improve your email marketing strategy from within your organization. If you are looking to expand the bench in your digital marketing department, then I suggest hiring outside of the publishing field and bringing in someone fresh from a different industry who has an understanding of these best practices and has dabbled in some coding. By investing and making these kind of moves, you are improving the bottom line of your company in the long-term and bringing important skill sets to your team.