Fidelity HSA® Onboarding Campaign
Providing simple, personalized steps to onboard new account holders and help them make the most of their HSA.
Goals:
- Welcome and educate employees about how to make the most of their new HSA
- Drive Simple HSA activation
Timing:
This multi-touch email series triggers after account opening. Each touch is sent 2 weeks apart, with touch 1 sending within 1–4 days after account opening.
Note: A one-touch printed letter will be sent upon account opening only to those with no valid email address on file.
Creative:
- Touch 1: Welcome & next steps
- Touch 2: Making the most of your HSA
- Touch 3: Transfer of Assets (TOA) initiation
- Touches 4 & 5: Simple HSA activation (Simple only)
Note: Touch 3 regarding TOA is optional and can be turned off at the employer's request. All other touches of the onboarding program are provided automatically to employees.
Audience:
All new Fidelity HSA account holders will receive this campaign.
Call to Action:
The call to action drives employees to view and engage with their HSA on NetBenefits. The call to action for Simple HSA accountholders who have not yet activated their HSA will be to activate their account on NetBenefits.