Plan sponsors spend a surprising amount of time preparing participant communications. Notices are drafted, emails are reviewed, attachments are added, and everything is sent on schedule.
Then… nothing.
Employees delete the email without opening it, promise themselves they’ll read it later, or assume it doesn’t apply to them.
Can you blame them?
Think about the average workday. Employees are flooded with emails about projects, meetings, deadlines, software updates, mandatory training, and company announcements. Somewhere in the middle is another message about the 401(k). It’s easy to understand why it gets overlooked.
The problem is that many benefits emails read like legal documents instead of conversations. They explain what participants are required to receive but rarely explain why they should care.
Instead of leading with regulations, lead with relevance.
Don’t tell employees they’re receiving an annual notice. Tell them how increasing their deferral by one percent could make a meaningful difference over time. Don’t simply announce enrollment dates. Explain what happens if they miss them. Give participants a reason to keep reading.
Communication also shouldn’t be limited to email. Short videos, webinars, payroll reminders, manager talking points, and in-person meetings all reinforce the message. People learn differently, and repetition increases the chances they’ll actually pay attention.
ERISA requires many notices, but compliance should be the floor—not the ceiling.
The goal isn’t merely proving that an email was sent. The goal is helping employees understand and appreciate one of the most valuable benefits their employer provides.
If your benefits communication strategy is measured only by whether the email went out, you’re measuring the wrong thing.
Success isn’t hitting “Send.”
Success is when employees actually open the email, understand the message, and take action.
