When should cold data be deleted entirely?

Data deletion is a compliance obligation and a practical necessity for cold email programs.

Regulatory triggers:

GDPR deletion requests: Must be honored within 30 days

Data retention limits: Keep data only as long as needed

Purpose limitation: Delete when original purpose is fulfilled

Regulatory audit findings

Practical triggers:

Data has decayed beyond usefulness (job changes, company closures)

Multiple failed outreach attempts with no engagement

Storage and management costs exceed value

List quality affecting overall deliverability

Retention policy considerations:

Define maximum retention period for cold data (6 to 24 months typical)

Automatic archival or deletion at retention expiry

Different retention for different data categories

Preserve suppression lists (do not delete opt-outs)

What to preserve:

Suppression records (never delete opt-out history)

Consent documentation for transitioned contacts

Records needed for legal disputes (if any)

Deletion process:

Confirm deletion across all systems

Verify backup deletion if required

Document deletion for audit trail

Knowing when to release cargo is as important as knowing what to carry.