Did you know that 75%+ of employees don't really hear your benefit communications messages???

Year after year, employers, benefit consultants and enrollment vendors craft campaign after campaign, yet most employees tune out—skimming emails, skipping meetings, and missing the details that could actually improve their lives.

Employers pour resources into richer benefits, “all-in-one” portals, and mobile-friendly videos, but the enrollment inertia persists. Bank of America's Workplace Insights notes: “The problem isn’t the lack of benefits—it’s the failure to make them feel relevant and urgent for each person grappling with a sea of distractions.”

You know the frustration. Health management vendors and point solution platforms aren’t immune either. The truth? Generic communications are dead on arrival. And here's why: about 75% of benefit communications are written in the "voice" of only 25% of the employees!

Employees respond only when the message aligns with how their brains are wired to decide—and that's where neuro-marketing comes in.

What is neuro-marketing, really?
At its core, neuro-marketing means meeting the brain where it is. In the benefits world, the most practical—and proven—form of neuro-marketing is psychographic segmentation. That’s why BenefitPersonas is sourced in a research-based model that decodes the why behind every employee's benefit choices, not just the what.

Psychographic segments are not personality types. They’re motivational archetypes—six distinct groups, each with their own triggers, hesitations, and paths to action. By speaking the right “brain language,” you increase open rates, comprehension, and—most importantly—enrollment. As Morgan Lewis says: “Enrollment success hinges on tailoring messages to real human behavior, not just compliance.”

And it starts with the subject line and preview text. If you’re not segmenting those, you’re already behind.

The 6 BenefitPersonas™ segments
Here’s how each segment “owns” their relationship to benefits in one sentence:

• Best Intentions: “I know I should pay more attention to my health and benefits, but life gets busy and it’s easy to put off decisions.”

• Engaged Excel-erators: “I’m always looking for ways to get the most out of my benefits—tell me how I can optimize and I’m all in.”

• Impatient Invincibles: “Honestly, I feel pretty healthy and don’t think much about benefits—unless you make it quick and relevant.”

• Nonaligned Investigators: “I question everything—give me the facts and let me make my own decision at my own pace.”

• Genial Gliders: “I just want benefits that are simple, friendly, and not overwhelming—make it easy for me to say yes.”

• Savvy Standouts: “I like being ahead of the curve; show me what’s new or exclusive and I’ll pay attention.”

The subject line, preview text and first line of your emails, by segment, have to be "the hooks"
Here’s how you’d grab each group—with a combination of subject line, preview text, and the first line of your email:

• Best Intentions: “What if this year, your benefits could actually help you do better for yourself—without adding stress?”

• Engaged Excel-erators: “Ready to maximize your benefits? Let’s unlock every advantage for you this enrollment.”

• Impatient Invincibles: “Your fastest, easiest benefits choices—see what matters, skip what doesn’t. Done.”

• Nonaligned Investigators: “Want the straight facts on your benefits? Here’s everything—no sugarcoating, no spin.”

• Genial Gliders: “Enrollment made easy, friendly, and stress-free—your simple guide is here.”

• Savvy Standouts: “Be the first to explore what’s new in benefits this year—discover the stand-out options.”

Neuro-marketing isn’t a buzzword; it’s the edge.
By using BenefitPersonas™, you can:

• Improve open and click rates by up to 2X (real results seen by leading enrollment vendors)

• Drive more meaningful conversations with consultants, employers, and enrollment and platform partners

• Deliver a tailored experience that feels personal—starting with the subject line and preview text

As Peter Marcia likes to put it: “The best enrollment teams don’t just ‘tell’—they tune into employee mindsets, adapting every message to fit.”

The last word
If you’re not already building your enrollment communications around psychographic segments, you’re missing out on the single most powerful lever for engagement in 2025-26. Ready to make your next campaign land with every employee, not just the ones who already want to be engaged?

~ Mark Head
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