The cell is type of image, but the actual data stored inside of it is binary. Here is the insert statement that you can use to insert row into that table:
INSERT INTO MsMailTemplateImages(ContentID, Image, MsMailTemplateID) SELECT 'greentree' as ContentID, BulkColumn, 1 as MsMailTemplateID FROM OPENROWSET(BULK N'C:\Downloads\environmental.gif', SINGLE_BLOB) as DATA
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