Map the enrollment journey before writing the email plan

Open enrollment is experienced as a path, not a packet. A journey map puts the employee's goal in the center: choose and confirm the right benefits for the next plan year. The map then shows stages, touchpoints, questions, emotions, and pain points. This is more useful than a send calendar because employees do not experience the campaign as HR assets. They experience a sequence of decisions and obstacles. Where the map pays off Look for moments of hesitation. People may understand the deadline but not the tradeoff between lower premiums and higher deductible risk. They may know the plan names…

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