Tailor the Message, Max the Impact: 5 Ways to Personalize OE Comms

A little extra effort can dramatically increase OE engagement across life stages and priorities.

Open Enrollment is not one audience. It is many. Parents want confidence that their kids are covered. Early career employees want clear definitions and costs. Wellness seekers want access to mental health and healthy living benefits. If your OE plan is one general message sent to everyone, you are asking busy people to do the work of translating it for themselves.

Personalization does not mean rewriting your entire campaign. It means reframing the same core information in language that feels relevant. Below are five quick pivots you can apply to your existing messages to drive more clicks, cleaner elections, and fewer HR questions.

1) Employees with dependents: speak to family peace of mind

Use phrases like “get peace of mind for the whole family.” Point directly to in-network pediatricians, after-hours care, and family counseling options. Call out virtual therapy and how a Dependent Care FSA can offset after-school programs or summer camps.

2) Employees without dependents: lead with smart money

Lead with value and flexibility. Position lower-cost plans that still cover what matters, pre-tax savings they keep, and how to avoid overpaying for underused benefits. Keep the focus on total annual cost, not just monthly premiums, and highlight lifestyle perks that resonate for individuals.

3) Younger or new-to-benefits employees: teach the basics

Make the basics effortless. Define deductible, out-of-pocket max, and coinsurance in plain English. Show when an HSA plan can beat a PPO on total cost. Emphasize simple steps and mobile access so it feels easy to start and finish.

4) Wellness-focused employees: connect to daily habits

Tie benefits to daily habits. Spotlight mental health access, virtual therapy, gym discounts, fitness reimbursements, and how HSA/FSA dollars can cover eligible wellness expenses. Favor concrete examples over generic “wellness” language.

5) Use ERGs and Slack channels to localize the message

Localize your existing messages where communities already gather. Share tailored versions in #parents, #youngprofessionals, or #wellness. For example, in #parents: a reminder that DCFSA funds can cover after-school care and camps, plus a pointer to eligible expenses.

Small effort, big return

When employees feel seen, they engage more. Tailored messaging reduces confusion, speeds decisions, and allows employees to act. You don’t need to rewrite your OE campaign—just tweak the framing by audience.

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