These days, it may feel like you receive notifications for every little thing: a text message updating you when a package is delivered to your doorstep; a notification about the new sale going on at your favorite store; an alert when your lunch order is ready. The constant stream of messages from every direction can feel endless.
But let’s be honest, not all communications are created equal. For employees, some of the most critical updates—like information about benefits that impact their health and wellness—can easily get lost in the noise. As digital communication continues to grow, it’s more important than ever to break through the clutter and ensure employees receive the updates and information that truly matters to them year-round…not just during AE.
A single email or text message reminder to employees about their upcoming annual enrollment window is just a starting point. Because while getting employees enrolled is one of HR’s top priorities, that’s just one step of many in an employee’s benefit journey. But unfortunately, this is the reality for a large group of employees. A 2024 survey by Principal Financial Group found that 43% of employees receive benefits communications only once a year, or not at all.
The takeaway? Effective communication isn’t optional—it’s foundational.
Data from the 2025 Benefits Insights Report reveals that personalization, repetition, and multi-channel strategies can significantly improve engagement and visibility over time.
People don’t want an experience that feels generic, especially when it comes to something as personal and impactful as employee benefits. But according to the report, when employees receive personalized messages and tailored reminders, they feel unique and in control, and are 18% more likely to activate their benefits. AI-powered personalization takes this a step further, increasing benefits visibility by up to 5X. For example, wellness programs see a 387% lift in impressions when personalized nudges are used, ensuring employees not only see information that’s relevant to them but also act on it.
There are sometimes days where we don’t see every email or open every text. So it’s important to consider which form of communication employees prefer. Based on Benefitsolver data from last year:
And while email remains a communication staple, with AI-personalized messages having an average open rate of 53%, other channels like text messages are gaining traction. In fact, 45% of employees across different generations within Benefitsolver opt into text reminders, but you might be surprised who is opting in the most:
While every organization is unique, based on the data above, you may want to consider looking for ways to adopt an omni-channel approach by combining email, text, and in-platform notifications to reach employees where they are.
Consistency is key to keeping benefits top of mind. Employees who receive regular, relevant updates are more likely to stay engaged beyond enrollment. For instance, 36% of employees log in to view their benefits four or more times after enrollment, but this number jumps to 42% when employers implement a dedicated year-round communication strategy. When Total Rewards and benefits are integrated into one platform, engagement rises even further to 46%.
If your benefits administration platform offers the capabilities, start tracking KPIs like open rates, activation rates, and sentiment score to refine and improve communication strategies year-round.
Year-round communication isn’t just good for employees—it’s good for business.
Consider what benefits are underutilized by your employees today. Then, ask your current benefits administration provider how they can help assist your team in building your communications strategy through AI-driven solutions to enhance year-round engagement and create an experience that truly resonates with employees.
Interested in more information on how we’re helping our clients build an effective employee-communication strategy? Check out some of the ways we’re tailoring communications for our client’s unique needs.
