Templates and best practices for HSA/FSA email campaigns.
Email is one of the most effective ways to drive awareness and adoption of your HSA/FSA payment option. Whether you’re announcing Flex for the first time or integrating it into your broader lifecycle strategy, these recommendations and templates will help you get started.
Why it matters
Email helps you:
- Reach your most engaged audience — customers already in your ecosystem
- Educate — explain how HSA/FSA works and when customers are eligible
- Convert — drive revenue with timely campaigns and high-intent touchpoints
- Reinforce — act as a companion to your PDPs, landing pages, and social posts
Email types
You don’t need a massive email program to see results — just a few well-placed campaigns can drive real value. Here’s a breakdown of key use cases:
1. Standard campaigns
Best for: Introducing Flex to your entire list or during product launches, benefit season, or year-end.
Use the templates below to announce that customers can now use their HSA/FSA with your brand. We recommend sending at least one campaign-style email after implementing Flex.
2. Lifecycle campaigns
Best for: New subscribers, post-purchase flows, reorder nudges
Add a Flex-focused message or module to existing flows:
- “You can now use your HSA/FSA” banner in welcome or onboarding emails
- HSA/FSA reminder in post-purchase or replenishment emails
- Highlight that using Flex helps customers maximize their health benefits
3. Promotional campaigns
Best for: Seasonal pushes (Open Enrollment, Q4 spend-down), product launches
Even if your brand doesn’t run discounts, highlighting HSA/FSA eligibility in a promo email can drive urgency and consideration — especially when customers are looking to use remaining benefits before they expire.
4. Abandoned cart
Best for: Recovering missed checkouts on eligible items
Include a line like:
“Did you know this item may be eligible for HSA/FSA payment?”
or
“You can use your HSA/FSA to complete your purchase with Flex.”
This adds an extra incentive to return and complete the order.
Email templates
Always eligible template
Subject: You can now pay with your HSA/FSA at [COMPANY NAME]
Body Copy:
We’ve partnered with Flex to make it easier to shop [PRODUCT NAME] using your HSA or FSA card — no additional paperwork required.
How it works:
- Add eligible items to your cart
- Choose Flex | Pay with HSA/FSA at checkout
- Enter your HSA or FSA card to complete your purchase
Use the funds you’ve already set aside — and invest in your wellness.
[Insert image of checkout page]
[Button: Shop Now]
Dual use template (requires LOMN)
Subject: Use your HSA/FSA at [COMPANY NAME] — if you qualify
Body Copy:
We’ve partnered with Flex to enable eligible customers to purchase [PRODUCT NAME] using their HSA or FSA card.
How it works:
- Add qualifying items to your cart
- Choose Flex | Pay with HSA/FSA at checkout
- Complete a brief telehealth consult to confirm eligibility
- Enter your HSA/FSA card or use another method and submit for reimbursement
- Receive your Letter of Medical Necessity and itemized receipt via email
Your HSA/FSA dollars go further when you use them for health-related purchases.
[Insert image of checkout page]
[Button: Learn More or Shop Now]
Best practices
- Send at least one standalone campaign after you go live with Flex
- Add Flex to existing flows like welcome, post-purchase, and abandoned cart
- Use subject lines that highlight HSA/FSA acceptance
- Link directly to your landing page or eligible product collection
- Use visuals like checkout screenshots or badges for clarity