Open enrollment is one of your most important communication moments of the year—but that doesn’t mean your messages have to be long-winded, legalistic, or (let’s be honest) boring. This guide will show you we transform jargon-heavy benefits content into clear, human, action-driving messages your employees want to read.
Let’s turn “benefits-speak” into plain-speak.
From Complex to Clear: Before & After Copy Makeovers
Too often, OE messages are written like legal memos. But employees need clarity—not clauses.
Example: Plan Changes
Before: “Beginning January 1, the deductible for the PPO plan will increase to $1,500. The coinsurance and out-of-pocket maximums will remain the same.”
After: “New this year: the PPO plan’s deductible is going up. Starting Jan. 1, you’ll pay $1,500 out of pocket before your coverage kicks in—but nothing else is changing.
Example: Voluntary Benefits
Before: Employees may elect supplemental accident coverage to help defray expenses associated with accidental injury.”
After: “If you or your family has an unexpected injury, accident insurance can help cover costs your medical plan doesn’t—like ambulance rides, ER visits, and more.”
Not sure how to start your OE copy? Try these ready-made prompts:
- “This year, the big change to know is…”
- “Here’s how to choose the plan that fits your life right now…”
- “Need help picking a plan? Use our [tool/resource] to make it easy.”
- “Enroll by [date] to make sure you have coverage next year.”
- “Reminder: You can only make changes once a year—unless you have a major life event.”
Stronger CTAs: What Works (and What Doesn’t)
CTAs should be specific and actionable. Avoid vague or overly formal phrasing.
✅ Use:
- “Compare plans now”
- “Get started with your enrollment”
- “See what’s changing this year”
- “Choose your benefits today”
- “Use the checklist to prepare”
❌ Avoid:
- “Click here”
- “Submit elections”
- “Begin your enrollment process”
- “Take appropriate action regarding benefits”
Pro Tip: Pair CTAs with social proof (e.g., “Most employees finish in under 10 minutes”) or consequences (e.g., “Don’t lose out on HSA contributions”).
Quick Checklist: OE Copy That Connects
Before you send that next OE message, run it through this mini-checklist:
✅ Is it free of jargon?
✅ Does it clearly explain what’s changing (and what’s not)?
✅ Is the tone aligned with the audience?
✅ Is the CTA action-oriented and easy to follow?
✅ Would you want to read it?
The biggest OE hurdle? Focusing all your time and effort on the benefits strategy—and not enough on how you communicate it. We can help save your team time on these communication tasks.
Want more help making over your messages? We’re just a click away.
