GDPR and similar laws require minimization and timely response to requests; over-retention increases breach exposure.
Mistake 1: Deleting consent records that you need to defend a complaint#
Why it hurts: this undermines email data retention at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Classify data: consent records, engagement logs, message content.
Mistake 2: No process for AI tools that have processed mailbox content#
Why it hurts: this undermines email data retention at the point where mailbox providers make their decision, and it is rarely surfaced by your own tooling until placement drops.
Fix: Set retention periods per class and automate deletion.
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.