AEP Direct Mail Timeline: A Month-by-Month Plan for Medicare Agents
A month-by-month direct mail plan for Medicare's Annual Enrollment Period: what to send to clients and prospects from August through March, key CMS dates, and the contact rules that make mail the right channel.
By the Mailbox Engine team · · 3 min read
Key takeaways
- Medicare's Open Enrollment Period runs October 15 to December 7, and Medicare.gov flags October 1 as the date to get ready.
- 42 CFR 422.2264 permits unsolicited mail but bars cold calls, texts, voicemails, door-knocking, and social media DMs, so mail carries most AEP outreach.
- Plan retention mail for your existing book before you plan prospecting; your clients are getting mail from everyone else too.
- Use business reply cards or QR codes so beneficiaries can request contact, which makes your follow-up call solicited.
Annual Enrollment is the most important eight weeks of a Medicare agent's year, and the most crowded. Beneficiaries are flooded with mail and TV ads. The agents who come out ahead plan their mail months in advance, protect their own book first, and make it easy for the right people to raise their hands.
Why AEP outreach runs on mail
42 CFR 422.2264 permits unsolicited contact by conventional mail and print media, and by email with an opt-out. It prohibits unsolicited door-to-door visits, approaching people in common areas, social media direct messages, cold calls, robocalls, texts, and voicemails, including calls based on referrals and calls to confirm someone received your mailer.
A call isn't unsolicited when the beneficiary initiates it or consents, for example by returning a business reply card requesting contact. Mail is both your permitted opener and your path to permission.
The timeline
August
Plan and clean your lists
Update addresses, segment clients by plan type and renewal risk, and order or design your pieces. Submit materials for carrier review where required.Early September
Client 'we're here for you' card
Let clients know you'll review their options before AEP. No plan specifics yet.Late September
Annual Notice of Change reminder
An educational postcard reminding clients to watch for their plan's annual notice and to keep it for your review.October 1
Prospect mailers and client appointment invitations
Next-year plan marketing generally begins. Include a reply card or QR code to request an appointment.Oct 15 to Dec 7
AEP: follow up on responses
Call only those who requested contact. Send a thank-you card after every review meeting.December
Holiday card
Gratitude, not marketing.January
New-year check-in
Help with new ID cards, pharmacy questions, and first claims.Feb to March
Retention touch
A short card; follow CMS rules on marketing during the MA Open Enrollment Period.
Protect your book first
Your clients are receiving the same flood of mail as everyone else. Retention mail tells them you're watching out for them before a competitor does:
Medicare Open Enrollment starts October 15. Your plan will send an Annual Notice of Change explaining any updates for next year. Keep it handy, and we'll review it with you to make sure your coverage still fits.
Thank you for reviewing your coverage with us this year. If anything comes up, from a new prescription to a question about a bill, we're a phone call away.
Prospecting during AEP
- Lead with education. A clear explanation of the enrollment periods and how to compare plans builds trust.
- Include a response mechanism. A business reply card or QR code lets beneficiaries request contact.
- Respect scope of appointment rules. CMS eliminated the 48-hour SOA waiting period for CY2027 marketing beginning October 1, 2026, per HPMS guidance, but an SOA is still required.
- Keep gifts nominal. Any promotional item must be $15 or less and offered regardless of enrollment, per HHS OIG.
- Follow CMS content rules in the Communications and Marketing Guidelines and your carriers' review process.
Using small postcards for the ANOC reminder (65 cents) lowers that total. Compare plan allowances on pricing.
Next steps
Put your August, September, and October dates on the calendar now. Then review Medicare agent gift rules, and build year-round demand with turning-65 direct mail and Medicare agent marketing ideas.
Sources & further reading
Frequently asked questions
When does Medicare AEP start and end?
The annual Open Enrollment Period, often called AEP, runs from October 15 to December 7 each year, with coverage changes effective January 1.
When can Medicare agents start marketing for AEP?
Medicare.gov's key-dates guide flags October 1 as the date to get ready for Open Enrollment, and CMS rules generally allow marketing of next-year plans to begin then. Confirm the current year's dates with your carriers.
Can I mail Medicare prospects without permission?
Yes. 42 CFR 422.2264 allows unsolicited contact by conventional mail and other print media. Content must follow CMS marketing rules and your carriers' review requirements.
What should I send existing clients during AEP?
A pre-AEP review reminder in September, a review-appointment invitation in October, a thank-you after they confirm or change plans, and a January check-in after new ID cards arrive.
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