Definition
A data retention schedule is a document that specifies how long each category of subscriber data is kept before being deleted or anonymised. Privacy regulations require that personal data is not kept longer than necessary for the purpose it was collected.
Typical Retention Periods
- Active subscribers: Data kept while the subscriber remains engaged and subscribed
- Unsubscribed subscribers: Most organisations retain suppressed data for 30-90 days as a precaution against re-subscription before permanent deletion
- Inactive subscribers (no engagement for 12+ months): Flagged for deletion or anonymisation
- Analytics data: Aggregated, anonymised data may be kept indefinitely without personal identifiers
- Transactional records: Purchase and delivery history kept per legal requirements (typically 6-7 years for tax purposes)
Why It Matters
Failure to follow a documented retention schedule can result in GDPR fines of up to 4% of annual global turnover or €20 million. A retention schedule is also evidence of compliance during audits.
Related Glossary Terms
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