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Open Enrollment is a natural moment to educate customers about HSA/FSA eligibility. You don’t need to build a standalone campaign. Instead, layer HSA/FSA education into the marketing you already have planned, so customers understand what may be eligible from your brand before stronger promotional and year-end urgency kicks in. Three merchant examples of HSA/FSA education: a Did You Know? video, a Therabody ad marked Now Accepting HSA/FSA Payments with Flex, and a Branch Basics email announcing HSA/FSA eligibility with Flex

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Timing

Open Enrollment timing varies by employer, so focus on building awareness throughout the fall rather than a specific enrollment date.
Keep it simple. Open Enrollment is a natural time to educate customers about HSA/FSA eligibility because benefits are already top of mind.

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Channel strategy

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Email

Feature HSA/FSA eligibility in benefits, wellness, or product-focused sends. → Email & SMS templates Two merchant sends: a Dermstore email headlined HSA/FSA Payments with free two-day shipping and shoppable eligible products, and a Branch Basics email announcing it is Now HSA/FSA Eligible with Flex

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Site

Make eligibility easy to discover across eligible PDPs, category pages, banners, and FAQs. Four merchant site placements: a Buoy HSA/FSA announcement banner, a Ring AIR product page carrying an HSA/FSA Powered by Flex badge, a Kindred Bravely HSA/FSA collection page, and a Molekule HSA/FSA FAQ section

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Social

Educate customers with simple “Did you know?” content to introduce HSA/FSA eligibility and eligible products. → Social & Influencers templates Four HSA/FSA education posts: a What is eligible explainer, an Is this HSA/FSA eligible video, a Dermstore answer-key post, and a Did You Know shop skincare with your HSA/FSA card clip Test HSA/FSA education within proven creative rather than building a standalone campaign. → Paid Media guide Two paid HSA/FSA ads: a sponsored evo post headlined Human connection outside, backed by your benefits, with Pay with Your HSA/FSA and a footnote that it is eligible for qualifying customers, and a sponsored Therabody post for the TheraFace Mask Glo marked Now Accepting HSA/FSA Payments with Flex Make sure customers actively searching for HSA/FSA-eligible products can find your brand.