There
are just ten days remaining before the final January 31 deadline to get 2016
coverage. Based on our research, we know that one of the most impactful tactics
for getting more people covered is direct outreach through email. In the final
days we’ll be sending more emails, too, but we need your help to get the word
out even more widely.
If you have a list that includes people who may need
insurance or know of others who do, could you send at least one email in these
final days?
Below
are some useful tips that include the most important information that we need
to get across to people in the next ten days.
If
you have any questions, don’t hesitate to reach out!
E-MAILING YOUR LIST
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) 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 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 – and being required to pay a penalty for not having
coverage. We’ve found this type of messaging to be most effective, starting
about a week before each deadline.
Language to get you started:
o January 31st is the final deadline for coverage and the
last chance to avoid the penalty in 2016.
o 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.
o 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.
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 they save when they learn about 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:
o 8 out of 10 people who enroll in health coverage through
HealthCare.gov qualify for financial help to make their monthly premiums more
affordable.
o Most people can find plans with monthly premiums for less
than $75 a month after tax credits.
o Add action-oriented language, like “See if you qualify
for financial assistance.”
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:
o During last year’s open enrollment, it took most people
only about 10 minutes to submit an application.
o 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 – you can find details at https://localhelp.healthcare.gov.]
4) 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 organized and prepared – will be helpful.
Language to get you started:
o This year, over 11 million people signed up for health
insurance at HealthCare.gov
o [Localize the statistic to the state/county level when
data becomes available.]
HHS
releases enrollment updates every week. Look for Enrollment Snapshots with
local data here: https://www.cms.gov/Newsroom/MediaReleaseDatabase/Fact-sheets/2015-Fact-sheets.html
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:
o If you – or someone you know – needs health insurance,
now’s your chance to sign up for quality and affordable coverage.
o Open Enrollment only runs until January 31. Make sure
your family and friends know that now’s their chance to get covered.
Sample Email
Subject Line: Need
Health Insurance? Here’s what you need to know:
If you – or someone you know – needs health
insurance, now’s your chance to sign up for quality and affordable coverage.
Here are a few fast facts about getting
covered through HealthCare.gov:
·
It's not as expensive as you think.
8 out of 10 people who enroll in a health plan receive financial help. In fact,
most people can find a health insurance plan for as little as $75 or less per
month.
·
It doesn't take as long as you
think. During last year’s open enrollment, it took most people
only about 10 minutes to submit an application.
·
It is the law, the
January 31 deadline is your last chance to avoid the penalty on your
taxes of $695 or more next year.
·
Free help is available! If
you have a question about HealthCare.gov, you can always call 1-800-318-2596
for personal assistance, all day and every day. The call is free. Trained
enrollment specialists will provide free, personal help and share other
important advice, including how to qualify for financial help, how to start an
application, or how to re-enroll.
Measure your impact:
We want to make sure we can
correctly attribute every application submitted thanks to an email you send.
Append the following UTM parameter to your links to ensure applications
stemming from your emails get properly associated with your organization.
Sample UTM Parameter (replace the
yellow highlight with your information):
?utm_medium=email&utm_source=COMPANYNAME&utm_campaign=partner&utm_content=MM_DD_YY
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