Marketing Best Practices
Best practices for marketing HSA/FSA payments.
This section will be continuously updated to reflect the best practices for marketing the acceptance of HSA/FSA payments, based on the latest industry trends, as well as examples for our partners that have worked well. Please feel free to email benny@withflex.com or directly schedule time with Benny to review which of these best practices make sense for you!
Driving Customer Awareness
The first step to increasing HSA/FSA payments is by driving customer awareness. Our Post-Implementation Checklist guides you through the minimum actions required to do so:
- Add HSA/FSA badges to the Product Detail Page (PDP)
- Add HSA/FSA FAQs to your website
- Develop and launch an HSA/FSA customer awareness email campaign
Beyond these steps, there are additional ways to drive customer awareness below.
Build an HSA/FSA Landing/Collection Page
Building an HSA/FSA Landing or Collection Page is a great way to focus HSA/FSA traffic to a single page where customers can find eligible products and learn more about HSA/FSA usage and the checkout process. Additionally, HSA/FSA-specific FAQs can be included on this page.
We highly recommend building a landing page if you meet one of the following criteria:
- You have one or a few flagship products that are HSA/FSA eligible.
- You have numerous product SKUs, with certain SKUs being HSA/FSA eligible.
Add Flex HSA/FSA Modals or Language to Current Email Flows
Incorporate Flex HSA/FSA eligible modals or language into your existing email flows to educate customers about HSA/FSA usage.
Post on Social Media
Use our social media templates to announce across your social channels that your brand or product is now HSA/FSA eligible (see messaging guidance for exact language).
Marketing to New Customers
Paid Ads
Use our ad templates to run paid ads. We’ve seen partners succeed in targeting HSA/FSA users, particularly on Facebook and Instagram. This is a must-do during Q3 and Q4 when consumers are looking to spend FSA dollars before they expire.
Flex Marketplace Listing
Your brand will automatically be featured in the Flex Marketplace.
Email Campaigns
Utilize Flex HSA/FSA email templates. We recommend targeting new customers during Q3 and Q4 when consumers are expecting Black Friday/Cyber Monday and holiday sales, as well as looking to spend FSA dollars before they expire. If there are Flex materials you would like to support your email campaigns but do not see available, please email benny@withflex.com for assistance in developing these materials.
Improving SEO
Landing Page & FAQ
Creating a landing page and FAQ is a great way to generate marketing buzz without additional spending. This content can be shared across various channels, such as social media and email. Please feel free to email benny@withflex.com if you’re interested in being featured in a blog post or collaborating on a case study.
Blog Post or Case Study
A blog post or case study is a great way to create marketing buzz without additional spending, and it can be shared across various media such as social media and email. Please feel free to email benny@withflex.com if you’re interested in being featured in a blog post or collaborating on a case study.