Squeeze in a few more individual sales with these email tips

In last week’s Washington Update, the National Association of Health Underwriters published some advice for agents about sending one last email to their database before the end of the open enrollment period. The tips were put together by CMS and are included in the free Healthcare.gov Media and Public Awareness Toolkit.

Here’s the part about sending an email during the last week of the Open Enrollment Period. Maybe it’ll give you a few ideas and help you squeeze in a few more sales before the end of the OEP.


How to Use: One of the most effective ways to help encourage Americans to get covered during HealthCare.gov Open Enrollment is to send carefully constructed emails that put facts in the hands of consumers who need to get covered. The very best emails are the ones you write for your audience. You know the people who read your emails better than anyone. As you review the guidelines below, identify opportunities to work the language and messaging into your communications as appropriate.

Top Tips for Writing Emails

1)      Social norming works: It’s simple, but true. People are more likely to enroll if they know others are enrolling too. Any language that leans into the idea that other people are getting covered, and they’re doing it right now – friends, neighbors, responsible people who are organized and prepared – will be helpful.

Language to get you started:

  • Millions of Americans count on HealthCare.gov for quality and affordable health coverage.
  • Last year, over 11 million people signed up for health insurance at HealthCare.gov
  • Millions of people have already bought insurance so far this year.
  • [Localize the statistic to the state/county level when data becomes available.]

2)      Remind people that getting covered might not be as expensive as they think: Many people who gain coverage through HealthCare.gov are often surprised by how much can save when they learn of the financial assistance available. Don’t miss an opportunity to use email communications to remind consumers that the most people who sign-up receive financial assistance to help lower the cost of their monthly premiums. Remember to simplify statistics as much as possible. (e.g. 8 out of 10 people)

Language to get you started:

  • 8 out of 10 people who enrolled in health coverage through HealthCare.gov qualified for financial help to make their monthly premiums more affordable.
  • Most people can find a health insurance plan for as little as $75 or less per month.
  • Millions of Americans count on HealthCare.gov for quality and affordable health coverage.
  • Add action-oriented language, like “find out how much you can save.”

3)      Remind people that getting covered won’t take a long as they think: Point out the fact that there are free tools and free personal assistance available to help make signing up easier than ever.

Language to get you started:

  • During last year’s open enrollment, it took most people only about 10 minutes to submit an application.
  • If you have questions about signing up or want to talk through your options with a trained professional, free and confidential assistance is just a call away.
  • Marketplace call center representatives are available to help 24 hours, every day at 1-800-318-2596.
  • [Localize with information about enrollment centers and events in your community.]

4)      Emphasize the deadline: This could well be the most incentivizing point, so make sure to include it! If people miss the deadline, they’ll likely have to wait another year to get covered. That’s means going another year without the peace of mind that comes with coverage when they need it – if they get sick, break a bone, or need emergency surgery. We’ve found this type of messaging to be most effective, starting about a week before each deadline.

Language to get you started:

  • December 15 is the deadline to sign up for coverage that starts on January 1. If you want to start the New Year with coverage, sign up by December 15.
  • Open Enrollment only happens once each year. This year’s Open Enrollment for 2016 coverage runs from November 1 through January 31. Don’t miss your chance to get covered.
  • It’s the law. If you don’t get covered by the January 31 deadline, you could face a penalty on your taxes next year of $695 or more.
  • Now’s your chance to sign up for quality and affordable health insurance at HealthCare.gov. The final deadline to get covered is January 31.

5)      Enlist their help to get others covered: Consider a dual ask in your outreach: provide a link to HealthCare.gov for people who need to purchase insurance, but also ask those who are already covered to help you spread the word to their friends and family via social networks and forwarding to a friend.

Language to get you started:

  • If you – or someone you know – needs health insurance, now’s your chance to sign up for quality and affordable coverage.
  • Open Enrollment only runs until January 31. Make sure your family and friends know that now’s their chance to get covered.
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