> ## 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.

# Q4 Playbook

> Best practices, campaign moments, and ready-to-use ideas to help you capture more HSA/FSA spend.

##### 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

| Moment | Timing | Opportunity |
| :- | :- | :- |
| **Open Enrollment** | October | Build awareness while benefits are top of mind. Educate customers on what may be HSA/FSA eligible before year-end urgency begins. |
| **BFCM + Holiday** | November through mid-December | Pair promotional urgency with pre-tax spending. Give shoppers another reason to convert during the biggest shopping period of the year. |
| **FSA Deadline** | November–December | Turn expiring funds into urgency. Remind customers to check and use eligible FSA funds before applicable deadlines. |
| **New Year, New Funds** | January | Capture renewed HSA/FSA spending. A new benefits year means new contributions and refreshed spending opportunities. |

## 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](/merchant-success/website/product-page) to eligible product pages
* [ ] Add HSA/FSA messaging to your [inline cart and checkout](/merchant-success/website/inline-cart)
* [ ] Create an HSA/FSA eligible product collection
* [ ] Create an [HSA/FSA landing page](/merchant-success/website/landing-page)
* [ ] Update your site FAQs to answer questions about HSA/FSA eligibility

<Callout icon="calendar-clock" color="#0070FA">
  Have all of this live by **late October**, ahead of peak HSA/FSA season.
</Callout>

***

## 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.

<Tip>
  **Think journey, not placement.** Reinforce HSA/FSA from discovery through checkout so customers understand the benefit before they're ready to buy.
</Tip>

### Channel strategy

How to add HSA/FSA messaging for all of your channels, including copy blocks and examples.

<Tabs>
  <Tab title="Site">
    * 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.

    ```text wrap theme={null}
    Option A: Use your HSA/FSA funds on eligible [Brand] products.

    Option B: Use pre-tax dollars at checkout.

    Option C: Pay with your HSA or FSA
    ```
  </Tab>

  <Tab title="Email + SMS">
    Build HSA/FSA messaging into promotional and lifecycle campaigns, not just one-off announcements.

    ```text wrap theme={null}
    Option A: HSA/FSA eligible — Use your pre-tax dollars and save an average of 30% on qualifying purchases, depending on your tax bracket.

    Option B: Eligible for HSA/FSA — Pay with pre-tax funds at checkout.
    ```

    (An asterisk is only needed when the sentence doesn't qualify the tax bracket distinction.)

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

  <Tab title="Paid media">
    Layer HSA/FSA messaging into top-performing creative to convert high-intent shoppers.

    ```text wrap theme={null}
    Did you know? Select [Brand] products may be HSA/FSA eligible. See what qualifies and learn how to pay with your benefits.
    ```

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

  <Tab title="Organic social">
    Use education, product highlights, and short-form video to make HSA/FSA easier to understand. Create a dedicated HSA/FSA highlight so the content doesn't get lost in your feed.

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

***

## 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.

<CardGroup cols={2}>
  <Card title="Open Enrollment" icon="calendar-check" href="/merchant-success/seasonal/open-enrollment">
    Build HSA/FSA awareness while benefits are top of mind.
  </Card>

  <Card title="BFCM + Holiday" icon="gift" href="/merchant-success/seasonal/bfcm-holiday">
    Layer HSA/FSA into Black Friday, Cyber Monday, and holiday campaigns.
  </Card>

  <Card title="FSA Deadline: Use it or Lose it" icon="hourglass" href="/merchant-success/seasonal/fsa-deadline">
    Build urgency around year-end FSA deadlines.
  </Card>

  <Card title="New Year, New Funds" icon="sparkles" href="/merchant-success/seasonal/new-year-new-funds">
    Capture renewed HSA/FSA spending as a new benefits year begins.
  </Card>
</CardGroup>

***

## 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:

1. **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.
2. **The savings claim uses the approved format**
   "Customers can save an average of 30%\*" with the [savings disclaimer](/merchant-success/marketing/compliant-marketing#the-savings-claim). Never "up to," never a range, never stated as guaranteed
3. **Dual-purpose products use conditional language**
   "qualifying customers," "may be eligible," "see if you qualify," never "guaranteed" or "approved"
4. **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"
5. **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](https://www.withflex.com/legal/disclosures) for the full consumer disclosures.

For the full compliant marketing guide, see [Compliant Marketing](/merchant-success/marketing/compliant-marketing)

<Note>
  Questions about a specific claim or placement? Reach out to your Flex merchant success contact or email [marketing@withflex.com](mailto:marketing@withflex.com) before publishing.
</Note>

***

## Flex marketing assets

Access Flex's marketing assets, including logos, banners, modals, and email templates.

<CardGroup cols={2}>
  <Card title="Logos" icon="download" arrow={false} href="https://drive.google.com/uc?export=download&id=1Y55WnNAzhCaio73tRMFIeICfDEW1nCLz">
    Flex logos for co-branded placements.
  </Card>

  <Card title="HSA/FSA badges" icon="download" arrow={false} href="https://drive.google.com/uc?export=download&id=1Y55WnNAzhCaio73tRMFIeICfDEW1nCLz">
    Eligibility badges for product pages and cart.
  </Card>
</CardGroup>

***

## Related

* [Open Enrollment](/merchant-success/seasonal/open-enrollment)
* [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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