I don't often like posting things to do with my day job since it's really not related to craftiness, but the marketing side totally applies for any business, whether it's selling pottery, running a theme park, or even selling towels.
Today I talk about Images and Snippets. I've included a good and bad example so you can see what I mean. By the way, the below examples do not mean I am for or against any of the companies in my inbox.
Images. If they're off, can you see the message?
In this example, the images ended up being broken. The entire message disappeared, and therefore I have been totally lost on what the awesome clearance items might have been. Who cares that I have a 20% off code if I can't see what I should buy?
Sorry BB&B..
Groupon's emails never cease to amaze me. The often give me a pretty good laugh in the way they're positioned (did you ever see the one where they had Edward Norton hugging the Earth and wearing a party hat for Earth Day?).
Even with images off, I totally get what they're trying to sell me, links are still clickable, and I'm intrigued. 51 piece kitchen starter set?! I need all of them!
Snippets. Does it make sense?
Snippets are something that some companies are catching onto lately, and they only really show up in Gmail and a few other email clients. But they're pretty useful little things. The snippet is the first part of the email body that's shown when you're in your inbox. If you plan it out, you can have it show some useful information.
If you don't plan it out, you just get whatever happens to be the first line in your email. Possibly another opportunity lost to convince your audience to open your message and see your awesome stuff. 
Quite helpful in the field of email marketing.
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