Several factors can influence how long you retain data:
1. Legal Requirements: Different jurisdictions have different laws regarding data retention. For example, GDPR requires that personal data be deleted once it's no longer necessary for the purpose it was collected. 2. Business Needs: The frequency of your email campaigns and the lifecycle of your products/services can affect retention periods. 3. Customer Preferences: Respecting customer preferences for data deletion can enhance your brand's reputation. 4. Historical Data Usage: If historical data is valuable for analytics or reporting, you might retain it longer.