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By
Lob
During open enrollment, every message matters. Members are making important decisions, and timely, straightforward communication can make the entire experience feel more manageable.
Direct mail stands out as a trusted channel. In fact, 79% of marketers say it delivers the highest ROI. Whether it is a postcard on the fridge or a letter outlining next steps, mail is hard to ignore.
This checklist walks through five campaigns you can send with postcards, letters, and self-mailers to keep members engaged and confident in their choices.
What it is
Simple postcards or letters that highlight the enrollment deadline. The date should be the main focus, with just enough supporting copy to guide members toward next steps.
Why it works
Deadlines naturally get attention. When the date is easy to see and the piece is sitting on the kitchen counter or fridge, members are reminded to act each time they pass by. That steady visibility is what makes mail more effective than an email that gets lost in an inbox.
When to send
Plan for at least two touchpoints. The first should go out a few weeks before enrollment ends so members have time to make their choice. A second reminder closer to the cutoff helps capture anyone who may still be undecided.
2. Benefit highlight mailers
What it is
One-pagers or brochures that highlight plan benefits in clear, straightforward language. Each piece should focus on the details members care about most and present them in a simple, easy-to-scan layout.
Examples to feature
Preventive care, prescription coverage, dental and vision options, and mental health services are the areas members most often want clarity on. Bringing these benefits forward helps people quickly see the value your plan provides.
Why it works
Choosing healthcare coverage can feel overwhelming. When benefits are broken down into simple terms and organized in a member-friendly way, it eliminates confusion and builds confidence. Clear benefit highlights help members feel informed and supported as they make their decision.
3. Member engagement postcards
What it is
Postcards that share wellness tips or seasonal checklists in a light, approachable way. They are designed to be quick reads that encourage healthy habits and keep communication open during open enrollment.
Examples
Flu shot reminders, “five steps to stay active this winter,” and preventive screening checklists are all simple, practical ways to provide value.
Why it works
Engagement does not stop once members enroll. Consistent, thoughtful touchpoints build trust and show that your organization is invested in members’ well-being. These small reminders keep your brand visible and supportive without adding pressure or overwhelming people with information.
4. Welcome letters for new enrollees
What it is
Personalized letters or self-mailers that greet new members and set them up for success. These pieces should strike the right balance between warm and practical, giving members the reassurance and guidance they need to feel confident about their next steps.
Examples
Share clear instructions for accessing benefits, provide contact information in case questions come up, and include login details for the member portal. A short checklist of first steps, like scheduling a primary care visit or setting up an online account, makes the message even more actionable.
Why it works
The first communication after enrollment sets the tone for the entire member experience. A thoughtful welcome helps members feel supported and confirms that their decision to join was the right one. At the same time, it reduces confusion at a stage when many are still figuring out how to use their benefits. By combining a warm greeting with clear direction, you establish trust and lay the groundwork for a strong, long-term relationship.
5. Follow-up reminders for incomplete enrollments
What it is
Postcards or letters are triggered when a member begins enrollment but does not finish. These pieces should be short, supportive, and action-oriented so members understand exactly what step remains.
Message ideas
Phrases like “You’re almost there” or “One step left to complete your coverage” strike the right balance between motivating and reassuring. Pair the message with a clear call to action, such as a website link or phone number, to make it simple for members to complete enrollment.
Why it works
It is common for members to pause midway through enrollment, whether due to confusion, distraction, or lack of time. A timely reminder helps them pick up where they left off before the deadline passes. By reaching out with a clear next step, you bring more members across the finish line and show that your organization is invested in helping them secure coverage.
Why direct mail belongs in every healthcare open enrollment strategy
Direct mail is more than a way to hit enrollment deadlines. It is a repeatable program that reaches members at the right time with the right message. By tying campaigns to real member behaviors, keeping designs simple and clear, and measuring results along the way, you create a process that works year after year. With Lob, it is easy to automate these steps, personalize messages at scale, and track performance alongside your digital channels, giving your team less manual work and your members a more seamless experience.
What types of direct mail work best for open enrollment?
Postcards and letters are the most effective formats. Postcards are quick and eye-catching, while letters give you space to share more detail about benefits or next steps.
How early should I send enrollment reminders?
The most effective approach is a series of reminders rather than a single touchpoint. Start with an initial reminder 2–3 weeks before the enrollment deadline to give members time to review their options. Follow up about a week before the cutoff to reinforce urgency, and send a final nudge 3–5 days before the deadline for anyone who hasn’t acted yet. This cadence keeps the deadline top of mind without overwhelming members.
Can direct mail be automated like digital campaigns?
Yes. With Lob, you can trigger postcards or letters based on member behavior, schedule campaigns in advance, and track delivery just like you would with email.
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