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Email Compliance · Data retention and DSARs

Email data retention not working? Troubleshooting guide

MailMaid Academy · · 1 min read DMARC pass
Short answer

When email data retention fails, check in this order: the DNS or platform configuration is published and resolves; the sending system is actually using it; the domain in headers aligns with what you published; and the receiver's verdict in Authentication-Results or bounce messages.

Symptoms#

  • Messages landing in spam despite previously good placement
  • Bounces mentioning policy, authentication, or reputation
  • Provider dashboards showing a drop in reputation or authentication pass rate

Diagnosis steps#

  1. Confirm the configuration is live: query DNS from an external resolver and check the sending platform's settings page.
  2. Send to a seed mailbox and read the full headers, especially Authentication-Results.
  3. Compare the domains in From, Return-Path, and DKIM d= for alignment.
  4. Check provider dashboards (Google Postmaster Tools, Microsoft SNDS) for reputation and error rates.
  5. Review recent changes: new vendors, DNS edits, list imports, volume spikes.

Likely causes#

  • Deleting consent records that you need to defend a complaint.
  • No process for AI tools that have processed mailbox content.

Fix and re-verify#

  1. Classify data: consent records, engagement logs, message content.
  2. Set retention periods per class and automate deletion.
  3. Build a DSAR process that can search and export across ESP, CRM, and mailbox.
  4. 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.

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