Health Annual Enrollment email campaign
This campaign provides personalized, timely education to prepare employees for enrollment in their benefits to empower more confident, informed benefits decisions. It also introduces and reinforces the value of health savings account (HSA)-eligible health plans and HSAs as a key option to evaluate during enrollment.
Audiences, goals, and email samples:
Touch 1: Pre-Annual Enrollment (~2 weeks prior)
H&W audience and messaging objective:
Messaging will only show for FHB H&W audience. H&W messaging will not show for H&W HOBs audience OR HSA audiences without an H&W relationship. If you are unsure about your H&W setup, please contact your client team to confirm.
- Objective: Build awareness of the personalized, guided enrollment experience that employees can access when enrollment opens—so they’re ready to choose benefits with confidence.
- CTA: Health & insurance Summary page in NetBenefits®
Note that there is variability within the H&W messaging depending on if Decision Support is enabled.
HSA audiences and messaging objectives:
1. HDHP-eligible, not enrolled- Objective: Provide early education on how HSA-eligible health plans and HSAs can help employees save and pay for qualified medical expenses
- CTA: Educational HSA page on Fidelity.com
- Objective: Remind employees that their plan provides access to an HSA; provide next steps on how to open their HSA today
- CTA: HSA overview page in NetBenefits®
- Objective: Educate on the benefits of contributing to an HSA; highlight different ways to fund an HSA as needs evolve
- CTA: Contributions tab in NetBenefits®
- Objective: Remind employees to review contributions and investing options; provide an early heads-up on upcoming HSA contribution limit increases
- CTA: HSA overview page in NetBenefits®
Touch 2: Enrollment window open (2 weeks after touch 1, window is open)
HSA audiences and messaging objectives:
Touch 2 does not include the FHB H&W audience, as they receive separate Annual Enrollment open and reminder communications. Only the HOBs H&W audience and/or HSA audiences without an H&W relationship receive Touch 2.1. HDHP-eligible, not enrolled
- Objective: Remind employees that enrollment time is here and provide education on how an HSA-eligible health plan and HSA can help employees save and pay for qualified medical expenses
- CTA: Educational HSA page on Fidelity.com
- Objective: Remind employees that enrollment time is here and that their plan provides access to an HSA; share next steps on how to open their HSA today
- CTA: HSA overview page in NetBenefits®
- Objective: Remind employees that enrollment time is here and provide education on the benefits of contributing to an HSA
- CTA: Contributions tab in NetBenefits®
When will these communications be sent?
Most audiences* will receive 2 email touches, sent 2 weeks apart. The first touch deploys about 2 weeks before the start of your enrollment window to build awareness and get employees in a preparedness mindset. The second touch deploys 2 weeks later when your enrollment window is open.
*The following audiences will only receive the first touch:
1) FHB H&W audience
2) HSA open, actively contributing