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January shifts the conversation from year-end urgency to fresh health goals and benefits education. For many customers, a new FSA plan year begins, while HSA holders may be making new contributions or looking for new ways to put existing funds to use. It’s a natural moment to remind customers what may be eligible and make HSA/FSA part of their new-year routine. Three merchant new-year HSA/FSA creatives: an OluKai running-shoe ad headlined OluKai is Now HSA/FSA Eligible, a TUSHY bidet ad headlined HSA/FSA Eligible with the tagline Spend Smarter. Clean Better., and an Omnilux ad headlined Omnilux is HSA/FSA Eligible showing its LED light-therapy masks Plan ahead for:
  • January HSA/FSA reminders
  • New-year wellness campaigns
  • Refreshed eligible-product collections
  • New paid creative
  • Lifecycle messaging for new and returning customers
Flex tip. Build HSA/FSA into your January strategy early so customers understand what may be eligible before they’re ready to buy.

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Flex tip. Export your customer list from the Flex dashboard and compare it against your December sends. Customers who opened deadline emails but didn’t purchase are your highest-priority January segment.