Improving benefits participation levels for programs such as life insurance can also improve employee loyalty, as workers place much higher values on benefits such as life and disability insurance than most employers realize. For example, more than half (59 percent) of all employees say they consider non-medical benefits very important loyalty drivers, yet only 37 percent of employers recognize this.

Given both the opportunity to improve communications and the increased need to help employees close the underinsurance gap, there are several tips to improve upcoming open enrollment communications.

 Communicate the broader purpose. Emphasize the importance of life insurance as an income replacement means and way to ensure financial security for family.

 Use methods employees like. Employees participating in the MetLife study said they would like to see their benefits communications improved by having access to benefits information online (44 percent); information tailored to their life events and life stages (39 percent); access to a person who can tell them about their benefits (36 percent); and more frequent communication about their benefits (34 percent).

Address employees' purchase barriers. Emphasize points around the affordability of obtaining coverage through the workplace; the ease of choosing and purchasing life insurance coverage; the financial security that it can provide for families; and the peace of mind it can provide for the purchaser.

Provide tools and guidance. Underscore the tools and education that are provided to make selecting the right type and amount of life insurance a simple process. Only 42 percent of working men and 30 percent of working women feel very confident in their ability to make the right financial decisions for themselves and their families. Not surprisingly then, more than half of all employees (51 percent) say they are very interested in having their employer provide access to online tools to help them make decisions about their financial needs.

Include features that add value. In addition to providing access to supplemental coverage above the core offering, items like in-person will preparation and help with estate resolution for beneficiaries are all valuable add-ons to make the group life insurance program more robust.

Also consider this: Employees have an interest in more voluntary benefits. MetLife's study finds 52 percent of U.S. workers say they are interested in a wider array of voluntary benefits that they can choose and pay for on their own. Nearly two-thirds of employees say that they value voluntary plans as a way to obtain benefits that meet their personal needs. So once your client provides access to supplemental life insurance coverage, follow up with effective benefits communications to make the difference between benefits that are understood and valued, versus those that are overlooked and underutilized.

Stephen Pontecorvo is vice president of group life products for MetLife.