Open enrollment season is one of the most critical periods on the HR calendar. It’s the moment when employees make decisions that will help shape their health, wellness, and financial security for the year ahead. For HR leaders, the stakes are just as high: Clear communication and strong participation reduce stress on teams, strengthen employee loyalty, and ensure the organization avoids costly gaps in coverage.
Too often, however, open enrollment is synonymous with inbox overload, endless questions, and hours spent chasing down forms. Email reminders get buried, printed materials go unread, and HR teams are left scrambling to close the gap.
It doesn’t need to be this way.
Enter text messaging, a.k.a. SMS. It offers a faster, more effective way to reach employees in the way they prefer and in real time. By creating a direct, two-way communication channel, texting is proven to help HR teams simplify enrollment, cut through the clutter, and build stronger engagement. And when combined with features like personalization, trackable links, and analytics, SMS becomes not just a communication tool but a strategic driver of organizational success.
Here are practical ways to transform your open enrollment with text messaging.
Provide key dates and deadlines
Timely reminders keep enrollment windows top of mind for staff. A quick text delivers instant visibility, helping employees act before deadlines slip by. And when texting is two-way, employees can reply with questions in the moment, creating a real-time feedback loop that builds trust and encourages time-sensitive actions.
Turn content into engagement
Great resources only matter if employees actually use them. SMS ensures they do by delivering secure, trackable links straight to your benefits portal, plan comparisons, FAQs, videos, and decision tools. No inbox clutter, no searching. When resources are mobile-friendly, employees can review and act on them anytime, whether they’re at home, commuting, or on the job.
This isn’t just about convenience. It’s about engagement. By simplifying access, employees are more likely to explore their options, complete enrollment, and make confident choices. Meanwhile, click analytics give HR teams real visibility into who’s engaging and who may need extra reminders or personalized support. With SMS as the primary distribution channel, benefits content doesn’t just get delivered. It gets used.
Personalize and automate messaging
Generic blasts rarely get results. Personalizing texts with names, department details, or role-specific information helps employees feel seen, valued, and understood. With automation, HR teams can scale these personalized touches effortlessly, better ensuring the right message reaches the right employee at the right time, while reducing workload for staff.
Segment campaigns by group
Different employees have different needs during enrollment. Hourly staff may need shift-based reminders, while remote workers may require different resources than those on-site. By segmenting texts by group, whether by factors like region, location, role, or schedule, HR leaders can deliver relevant information that resonates with and applies appropriately to each audience.
Provide a channel for quick questions
Two-way texting empowers employees. Rather than sifting through email threads or waiting for call backs, staff can reply directly to a text with a question. HR can resolve issues quickly, reducing confusion and saving time for everyone. This kind of responsiveness builds trust and ensures employees feel supported throughout the process.
Send gentle nudges for incomplete enrollments
Not all missed deadlines are intentional. Sometimes employees get stuck or forget to complete a required step. A friendly texted nudge — and one paired with an invitation to ask for help — can make all the difference. Turning a stalled enrollment into a conversation enables HR teams to guide employees over the finish line.
Communicate across languages
Language barriers remain one of the most significant yet often overlooked challenges in benefits communication. Automated, multilingual SMS ensures every employee can access critical information in their preferred language, improving participation and overall satisfaction.
Close the loop with gratitude and feedback
Enrollment shouldn’t feel like a one-and-done transaction, especially since the process will come around again next year. A simple thank-you text after completion shows appreciation to staff, while a link to a quick survey helps HR teams capture valuable feedback. This input not only strengthens the employee experience but also provides actionable insights to improve open enrollment year after year.
Texting Your Way to Better Enrollment Outcomes
Open enrollment doesn’t need to be a season of stress. By embracing modern communication tools like SMS, supported by analytics and trackable short links, HR leaders can create a smoother, more inclusive process that drives higher participation, reduces administrative burden, and strengthens employee confidence in their choices.
Now is the time for HR leaders to invest in solutions that empower them to communicate more effectively, engage employees on a personal level, and ultimately help their people make the best decisions for their health and future. When HR teams are equipped with the right strategies and technologies, the result is not only a more successful open enrollment, but a stronger, more resilient workforce.
Sean Roy is co-founder and chief product officer for Dialog Health, provider of a two-way texting platform which human resources professionals can leverage as a communication and engagement channel.
