When it comes to benefits, employees want help. Benefits decisions can be stressful. Some employees get so overwhelmed they simply don't engage. Audience segmentation can prevent this.
While one-size-fits-all messaging is easier to write and distribute, it's not the most effective open enrollment campaign strategy. Strategic list targeting leads to more focused communications and higher employee engagement. If your objective is to help employees enroll in the best benefits programs for them, then you need to understand your target audiences and tailor your messages accordingly.
Employee groups at different stages of their lives and careers require different benefits. Likewise, each employee brings their own level of understanding of your programs. Your open enrollment messaging for new hires and young employees should be quite different from your messaging for long-term, senior employees.
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