Make HSA/FSA work harder this Q4
Q4 creates several natural moments to put HSA/FSA in front of your customers, from Open Enrollment and holiday promotions to the year-end FSA deadline. The brands that get the most from HSA/FSA don’t treat it as a standalone campaign. They build the message into the marketing customers are already seeing across email, site, social, paid media, and promotions.Q4 at a glance
Step 1: Get your foundation ready
Campaign traffic converts only if the site it lands on explains eligibility clearly. A shopper who clicks an HSA/FSA email and finds no badge, no messaging, and no explanation will leave.- Add the Flex badge to eligible product pages
- Add HSA/FSA messaging to your inline cart and checkout
- Create an HSA/FSA eligible product collection
- Create an HSA/FSA landing page
- Update your site FAQs to answer questions about HSA/FSA eligibility
Have all of this live by late October, ahead of peak HSA/FSA season.
Step 2: Put HSA/FSA into your campaigns
You don’t need a standalone HSA/FSA campaign. Layer HSA/FSA messaging into campaigns already on your calendar, across the customer journey.Channel strategy
How to add HSA/FSA messaging for all of your channels, including copy blocks and examples.- Site
- Email + SMS
- Paid media
- Use banners, landing pages, and eligible product collections to make HSA/FSA easy to discover.
- Reinforce eligibility at key purchase points, including badges near Add to Cart.
Step 3: Plan your Q4 content
Your Q4 calendar is already set. Now layer HSA/FSA into the moments that matter most. Each creates a different opportunity to educate, drive urgency, and convert. Each guide below walks through how to run a campaign for that moment.Open Enrollment
Build HSA/FSA awareness while benefits are top of mind.
BFCM + Holiday
Layer HSA/FSA into Black Friday, Cyber Monday, and holiday campaigns.
FSA Deadline: Use it or Lose it
Build urgency around year-end FSA deadlines.
New Year, New Funds
Capture renewed HSA/FSA spending as a new benefits year begins.
Keep your messaging compliant
The copy blocks in this playbook and subsequent guides follow Flex’s approved messaging. If you write your own, please confirm all of the following:- Eligibility is tied to the right thing
- Always eligible: eligibility is tied to the specific product, because it has a primary medical purpose and is positioned as such. Only make the claim next to qualifying SKUs, and don’t claim your entire catalog is HSA/FSA eligible unless nearly all products qualify.
- Dual-purpose: eligibility depends on the customer having a qualifying condition and demonstrating primary medical purpose purchase intent by completing the telehealth consultation. Never imply that buying the product makes someone eligible.
- The savings claim uses the approved format “Customers can save an average of 30%*” with the savings disclaimer. Never “up to,” never a range, never stated as guaranteed
- Dual-purpose products use conditional language “qualifying customers,” “may be eligible,” “see if you qualify,” never “guaranteed” or “approved”
- Multiple dual-purpose products use “select products” language
- When describing more than one dual-purpose product, say “Qualifying customers may be able to use their HSA/FSA on select products.”
- When talking about coverage, attach it to the customer’s plan, since plan policy is what determines coverage: “Your HSA/FSA plan may cover select [PRODUCT CATEGORY].”
- For dual-purpose products, keep the focus on the customer qualifying rather than the product, because the product itself isn’t eligible unless the customer qualifies. Never state that a product is “covered by HSA/FSA”
- Disclaimers are visible and proximate On the same screen as the claim, readable size, and on-screen long enough to be read in video. See Flex’s disclosures for the full consumer disclosures.
Questions about a specific claim or placement? Reach out to your Flex merchant success contact or email marketing@withflex.com before publishing.
Flex marketing assets
Access Flex’s marketing assets, including logos, banners, modals, and email templates.Logos
Flex logos for co-branded placements.
HSA/FSA badges
Eligibility badges for product pages and cart.