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.
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.
Why does email data retention matter for deliverability?
GDPR and similar laws require minimization and timely response to requests; over-retention increases breach exposure.
What is the first step to get started with email data retention?
Classify data: consent records, engagement logs, message content.
What is the most common email data retention mistake?
Deleting consent records that you need to defend a complaint.