Bowen Storage EDM

One

Background

For almost 45 years, Bowen Storage has been a leader in shelving and storage solutions for industrial warehouses and retail stockrooms. As part of its ongoing marketing activity, the business distributed two B2B EDMs each month: one targeting warehouse customers and the other retail stockroom audiences.

The emails were primarily product-led and designed as a single JPEG image before being imported into HubSpot for distribution. Bowen wanted to modernise its email marketing by adopting industry best practices and developing a more strategic, value-driven content approach.

Two

Approach

Working closely with Bowen's Head of Marketing, I developed a new email marketing strategy for 2026 that shifted the focus from frequent product promotion to educational, customer-focused content.

Recognising that Bowen's core product range changed infrequently, we reduced the emphasis on promotional messaging and instead positioned Bowen as a trusted industry authority by delivering practical, valuable content alongside relevant product information.

The revised strategy was built around four core content pillars:

• Product features and education

• Customer case studies

• Problem-and-solution editorial content

• Offers and promotional campaigns

To support this, I developed a rolling 12-month content calendar that mapped future EDM topics for both audience segments while allowing flexibility to respond to changing business priorities.

Alongside the content strategy, I completely redesigned the email template to better reflect Bowen's visual identity and improve usability. Rather than relying on a single image-based email, the new template was built natively within HubSpot using live text, buttons and modular content blocks, improving accessibility, responsiveness and overall email marketing best practice. Visual assets such as banners and infographics continued to be designed externally where appropriate.

Every EDM was developed through a single guiding principle: How are we adding value for our customers? This philosophy became the foundation of Bowen Storage's email marketing throughout 2026.

Three

Services

Content Strategy

EDM

Copywriting

Graphic Design

Hubspot Management

Reporting

Four

The Work