> ## Documentation Index
> Fetch the complete documentation index at: https://docs.withflex.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Open Enrollment

> Build HSA/FSA awareness while benefits are top of mind. Use Open Enrollment to introduce eligibility before peak HSA/FSA season begins.

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.

<img className="no-border" src="https://mintcdn.com/flex-87/1AoFaeEGy-fogG5S/images/marketing/seasonal/open-enrollment.jpg?fit=max&auto=format&n=1AoFaeEGy-fogG5S&q=85&s=e52852686dcae6dce633816c31624f5e" alt="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" width="2000" height="1039" data-path="images/marketing/seasonal/open-enrollment.jpg" />

***

## Timing

Open Enrollment timing varies by employer, so focus on **building awareness throughout the fall** rather than a specific enrollment date.

| When | What to do |
| :- | :- |
| **October** | Introduce HSA/FSA education across existing email, site, social, and paid activity. |
| **Early November** | Continue reinforcing eligibility as customers think about and make benefits decisions. |
| **Mid-November onwards** | Shift toward BFCM and holiday promotions, followed by stronger year-end FSA urgency. |

<Tip>
  **Keep it simple.** Open Enrollment is a natural time to educate customers about HSA/FSA eligibility because benefits are already top of mind.
</Tip>

***

## Channel strategy

### Email

Feature HSA/FSA eligibility in benefits, wellness, or product-focused sends.

→ [Email & SMS templates](/merchant-success/marketing/email-and-sms)

<img className="no-border" src="https://mintcdn.com/flex-87/1AoFaeEGy-fogG5S/images/marketing/seasonal/open-enrollment-email.jpg?fit=max&auto=format&n=1AoFaeEGy-fogG5S&q=85&s=d0b522f46ec181f03a831e2e600c1b94" alt="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" width="2000" height="1723" data-path="images/marketing/seasonal/open-enrollment-email.jpg" />

### Site

Make eligibility easy to discover across eligible PDPs, category pages, banners, and FAQs.

<img className="no-border" src="https://mintcdn.com/flex-87/1AoFaeEGy-fogG5S/images/marketing/seasonal/open-enrollment-site.jpg?fit=max&auto=format&n=1AoFaeEGy-fogG5S&q=85&s=c09967bdbc69b889671292b6ebfc9398" alt="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" width="2000" height="924" data-path="images/marketing/seasonal/open-enrollment-site.jpg" />

### Social

Educate customers with simple "Did you know?" content to introduce HSA/FSA eligibility and eligible products.

→ [Social & Influencers templates](/merchant-success/marketing/social-and-influencers)

<img className="no-border" src="https://mintcdn.com/flex-87/1AoFaeEGy-fogG5S/images/marketing/seasonal/open-enrollment-social.jpg?fit=max&auto=format&n=1AoFaeEGy-fogG5S&q=85&s=5be7cd9c216258cdba84192044dff005" alt="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" width="2000" height="891" data-path="images/marketing/seasonal/open-enrollment-social.jpg" />

### Paid

Test HSA/FSA education within proven creative rather than building a standalone campaign.

→ [Paid Media guide](/merchant-success/marketing/paid-media)

<img className="no-border" src="https://mintcdn.com/flex-87/1AoFaeEGy-fogG5S/images/marketing/seasonal/open-enrollment-paid.jpg?fit=max&auto=format&n=1AoFaeEGy-fogG5S&q=85&s=361db6858e8f251ec2de7911fe81d779" alt="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" width="2000" height="1549" data-path="images/marketing/seasonal/open-enrollment-paid.jpg" />

### Search

Make sure customers actively searching for HSA/FSA-eligible products can find your brand.

***

## Recommended audiences

| Segment | Description |
| :- | :- |
| **Existing customers** | Start with customers who already know your brand and introduce HSA/FSA as another way they may be able to purchase. |
| **Loyalty members** | Educate highly engaged customers who are already familiar with your products. |
| **Past HSA/FSA shoppers** | Reinforce eligibility and help them discover more products they may be able to purchase with HSA/FSA funds. |
| **Health and wellness audiences** | Build awareness among customers already engaging with relevant products and content. |

## Related

* [Q4 Playbook](/merchant-success/seasonal/q4-playbook)
* [BFCM + Holiday Campaign Guide](/merchant-success/seasonal/bfcm-holiday)
* [FSA Deadline: Use it or Lose it](/merchant-success/seasonal/fsa-deadline)
* [New Year, New Funds](/merchant-success/seasonal/new-year-new-funds)
* [Compliant Marketing](/merchant-success/marketing/compliant-marketing)


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