Marketing
Email, SMS, and journeys built on the purchase history Root already records, in the same system as the books. The list is never a stale export. It updates as people spend, and the revenue it brings back lands right next to the sales it came from.
Audiences
Audiences are defined by what customers did, not by a spreadsheet you remembered to update. Spent $100 in the last 90 days. Visited three or more times. Gone quiet for two weeks. Root reads the same checks the register wrote, so the count is right the moment you look at it.
There is no export to a separate email tool to keep in sync, and nothing to re-upload after a busy weekend. The audience and the sales it targets live in one place.
Combine spend, visit count, recency, and tags into one segment, and the match count updates as you add each rule.
An audience counts the people you can actually contact, with a consented email or mobile already on file.
Tags
A tag is defined once in a managed registry, then applied by hand or by rule. VIP at the register is the same VIP in the customer record and the same VIP in a campaign, never three lists that drifted apart.
Type to find an existing tag instead of inventing a near-duplicate, and tag people in bulk from any list. The registry is shared across the point of sale, the customer record, and every send.
Apply a tag to one customer at the register, or let a rule keep a tag like Lapsed or Regular current as people spend.
Start typing and Root surfaces the matching tag, so the list stays a short shared vocabulary instead of fifty near-duplicates.
Write the subject, the preview, and the body, pick a live audience, and send. Save a layout as a template and reuse it. Every send is recorded against the customer, so a campaign is part of their history, not a thing that happened in a tool you can't see.
Because the audience is a live segment, the email goes to who qualifies the moment you press send, with no list to refresh first.
SMS
Send a one-off blast or fold a text into a journey. Consent is recorded for every number, STOP and START are honored on their own, and quiet hours hold messages until a reasonable time, so a flash sale never lands at 2am.
Opted-out numbers are dropped before a send, so a campaign only reaches people who agreed to hear from you.
Journeys
A trigger like a first visit, a lapse, or a birthday starts a sequence of waits and sends that runs on its own. Build the welcome once, and every new customer walks through it without you touching it again.
The triggers are the same purchase events the rest of Root reacts to, so a journey reflects what people did, not what a separate tool guessed.
Hold for a day or a week between steps, and skip a send when someone already came back, so a journey stops bothering people who returned.
Mix a welcome email with a follow-up text in the same sequence, each honoring consent and quiet hours on its own.
Deliverability & compliance
Sending goes through more than one provider, with one-click unsubscribe in the header where inbox providers expect it, DMARC alignment so your mail is trusted, and reputation monitoring that watches for trouble before it costs you the inbox.
Every contact has consent on file, every email carries a working unsubscribe, and an opt-out is respected on the next send. Compliance isn't a checklist you run later. It's part of how a send works.