With this in mind, we set out to create a test campaign to demonstrate one practical way employees can leverage their HSA — using their HSA card to pay for everyday eligible expenses they already buy.
Employee behaviors are at the heart of our approach
For this test campaign, we targeted HSA account holders with three goals:
- Teach them how and when to use their card.
- Increase contributions so they can save more money on current and future eligible expenses.
- Connect with them to strengthen their engagement with their benefits.
Why personalized employee benefits communications?
We chose to test personalized communications and video for a few key reasons.
First, personalized communications show the account holder that we know them. Second, video is easier for customers to understand compared to long mail messages. Third, personalized benefits messages allow us to be specific and educate employees on a simple behavior to use their HSA card.
How personalized is the messaging?
We made the benefits communication more personal by adding details like the employee’s name, start date, number of transactions in the last year and their card balance.
We also listed relevant expenses like reading glasses or sunscreen, which cardholders might not know are eligible HSA expenses.
Choosing the audience segments and developing their videos
We used advanced segmentation to understand employees based on their behaviors. We studied how they typically use their HSA and how well they know their benefits. This helped us better meet their educational needs.