What CASL requires#
CASL requires express or implied consent before sending and identification of the sender in every message.
What email data retention is#
Data retention policy defines how long mailbox data and marketing records are kept and when they are deleted. DSARs (data subject access requests) require producing or erasing a person's data on request.
Why it matters#
GDPR and similar laws require minimization and timely response to requests; over-retention increases breach exposure.
How email data retention supports CASL compliance#
Regulators and recipients need to identify who sent a message and trust that opt-out mechanisms work. Email data retention contributes by gDPR and similar laws require minimization and timely response to requests; over-retention increases breach exposure.
Implementation steps#
- Classify data: consent records, engagement logs, message content.
- Set retention periods per class and automate deletion.
- Build a DSAR process that can search and export across ESP, CRM, and mailbox.
- Log every deletion and export for accountability.
Frequently asked questions#
How long can I keep unsubscribed contacts?
Keep the suppression record indefinitely (email only) so you never re-mail them; delete profile data per your retention schedule.