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# The Q4 opportunity and optimization checklist

> A comprehensive checklist and template library for maximizing HSA/FSA revenue during Q4 and into the new year.

## Why Q4 is your biggest revenue opportunity

The end of the year brings three major revenue drivers: Open Enrollment, Black Friday/Cyber Monday, and the FSA deadline. Open Enrollment in the fall is a key moment to educate shoppers as they fund new HSA/FSA accounts. BFCM kicks off peak holiday buying behavior, and FSA funds must be used by December 31, creating urgency that drives a surge in tax-free spending across the final weeks of the year.

And it doesn't stop in December -- January brings a fresh wave of opportunity as customers start the year with replenished HSA/FSA funds and health-focused resolutions. Brands that maintain momentum into Q1 can capture early-year spend with "new year, new you" messaging and smart remarketing.

Below, you'll find copy suggestions & templates for HSA/FSA messaging at each key seasonal opportunity.

## The Q4 optimization checklist

![Q4 Optimization Checklist](/_fern-img/b67e8af9b9d14a4f6531040a4b065e4d27b1351a610ab367876faae93dae8ef4.webp)

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## Site optimization

* [ ] **Seasonal Homepage Banners**
  * Add HSA/FSA callouts to your site banner
  * [Banner copy](/marketing/seasonal/seasonal-site-banners)

* [ ] **Homepage Content Block**
  * Feature your top HSA/FSA eligible products
  * [Layout inspiration](/marketing/seasonal/seasonal-homepage-feature)

* [ ] **"HSA/FSA Eligible" Product Filters**
  * Help customers quickly find qualifying items
  * [Learn how](/marketing/widgets/eligible-product-collections-and-badges)

* [ ] **Blog Posts**
  * Remind customers of HSA/FSA eligibility and boost SEO to attract qualified customers
  * [Get a template](/marketing/seasonal/hsa-fsa-blog-post)

---

## Email marketing

* [ ] **Open Enrollment (Sept-Oct)**
  * Launch a campaign reminding customers that now is the time to fund their HSA/FSA accounts
  * [Get sample campaign copy | designed templates](/marketing/seasonal/open-enrollment)

* [ ] **Black Friday / Cyber Monday (Nov)**
  * Highlight how customers can stack savings in your BFCM campaigns
  * [Get sample campaign copy | designed templates](/marketing/seasonal/bfcm-email-templates)

* [ ] **End-of-Year (Dec)**
  * Emphasize FSA expiration urgency
  * [Get sample campaign copy | designed templates](/marketing/seasonal/fsa-expiration-email-templates)

* [ ] **New Year, New You (Jan)**
  * Remind customers with new years resolutions and freshly replenished HSA/FSA accounts to shop your eligible products
  * [Get sample campaign copy | designed templates](/marketing/seasonal/new-year-new-you-email-templates)

* [ ] **Lifecycle Email Updates**
  * Add HSA/FSA messaging to your header/footers -- [Get sample copy](/marketing/email/email-headers-and-footers)
  * Update abandoned cart flows with eligibility messaging -- [Get sample copy](/marketing/email/lifecycle/abandoned-cart)

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## Ad campaigns

* [ ] **BFCM Campaigns**
  * Promote HSA/FSA savings in paid social and search
  * [Get designed ad templates + compliant copy](/marketing/ads/bfcm-and-year-end-ad-templates)

* [ ] **End-of-year FSA Expiration Campaigns**
  * Drive urgency in final 2 weeks of the year
  * [Get designed ad templates + compliant copy](/marketing/ads/bfcm-and-year-end-ad-templates)

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## SMS & social

* [ ] **SMS Campaign Blocks**
  * Add HSA/FSA copy to holiday texts
  * [See sample copy](/marketing/sms/seasonal-sms-campaigns)

* [ ] **Instagram Story Templates**
  * Add "HSA/FSA" to your story highlights
  * [Get designed highlight templates](/marketing/ads/social-media-highlight-templates)

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## Influencer marketing

* [ ] **Open Enrollment (Sept)** -- [Influencer script template](/marketing/ads/social-media-highlight-templates)
* [ ] **Black Friday / Cyber Monday** -- [BFCM script](/marketing/ads/social-media-highlight-templates)
* [ ] **End-of-Year** -- [EOY script](/marketing/ads/social-media-highlight-templates)

---

## Webinars & training

* [ ] **Watch On-Demand: BFCM & EOY Campaign Walkthrough**
  * Hear from Truemed's Head of CS, Chantel Hopper, about best practices for Q4 promotion