letgo reactivates 28k+ dormant users and keeps its marketplace in motion

letgo is Turkey’s leading platform for second-hand buying and selling, with over 100M downloads and millions of listings. Powered by AI, the app makes it effortless to list, browse, and trade locally—everything from consoles to couches. 

Marketplaces thrive on momentum. For letgo, every active buyer and seller adds value to the entire ecosystem. Even a minor decline in active users can initiate a cycle of diminishing returns, degrading the collective value for the entire community of buyers and sellers.

An exhaustive data analysis revealed a critical tipping point: users who went inactive for more than 9 days were far less likely to return. But if reached between day 7 and 9, they were highly receptive to re-engagement. This cohort of approximately 300,000 users represented more than a segment to be recovered; letgo uncovered a moment of maximum influence with an opportunity to materially impact transaction volume and overall platform health.

Capturing this fleeting moment of influence demanded more than standard marketing tools. It called for precision, speed, and scale—delivered without technical bottlenecks or added strain on the user experience.

To meet this high-stakes challenge, letgo turned to OneSignal and regional partner Omtera. The team needed a solution that combined granular targeting, flawless delivery, and self-serve campaign control. With OneSignal, they found exactly that.

Behavioral targeting at scale

Using OneSignal’s mobile segmentation tools, letgo zeroed in on the ~300K users at peak reactivation potential (7–9 days of inactivity) without wasting impressions on low-likelihood segments.

Localized messaging that resonates

Localized push notifications were crafted in colloquial Turkish, often tied to items users had favorited. By speaking in the user’s own language and tying offers to items they already cared about, letgo dramatically outperformed generic calls-to-action, achieving exceptional click-through rates and reactivating thousands of dormant users. 

Deep linking for instant value

Every click led users straight to a curated feed of trending items, not a generic home screen,  immediately immersing them back into the marketplace and extinguishing bounce rates.

Reliability across platforms

OneSignal delivered campaigns with 98%+ reliability across iOS and Android, even at massive scale. Campaigns targeting up to 6 million users at once consistently landed, ensuring time-sensitive nudges were never lost to technical failure.

Independence for marketers

Before OneSignal, reactivation campaigns depended heavily on developer time for targeting, setup, and tracking. With OneSignal’s self-serve interface, letgo’s growth team could launch, test, and optimize campaigns in hours, and without engineering bottlenecks.

This shift freed marketers to act on data instantly, turning reactivation from a resource-intensive project into an always-on growth engine. 

For eCommerce businesses, that agility translates into faster experimentation, more relevant customer touchpoints, and ultimately, stronger marketplace momentum.

The strategy paid off, transforming at-risk users into active participants and strengthening the marketplace flywheel.

letgo is now expanding beyond push into omnichannel personalization. With OneSignal powering email, in-app, and push campaigns, every reactivation message will be timely, relevant, and automated. Together with Omtera, letgo is building a fast, adaptive engagement engine to keep buyers and sellers active, and the marketplace thriving.