We carefully crafted a series of 6 engaging EDMs spread over two months, gently reminding users about the upcoming migration to the new M1+ app. These EDMs thoughtfully linked users to personalised micropages, providing all the details about the upgraded telco product, its perks, services, and additional features. To make the transition even smoother, we also designed a friendly micro-site to help new users get comfortable with the M1+ app, complete with 11 easy-to-follow illustrated tutorials.