Manage data retention policy settings for inactive contacts

Data privacy laws, such as the General Data Protection Regulation (GDPR), include principles like data minimization and storage limitations, which advocate for not retaining personal data longer than necessary. To help maintain a CRM aligned with privacy best practices, turn on the setting to automatically delete data for inactive contacts. When turning on the setting, you can customize what inactivity means for your account.

Once a contact is inactive for the defined period of time, it will be deleted with the option to restore it from the recycling bin within 90 days. Following the 90-day window, the contact will be permanently deleted. 

Please note: while HubSpot provides this feature, your legal team is the best resource to give compliance advice for your specific situation.

Understand criteria for contact inactivity

Contact inactivity is based on a lack of updates to and activity with the contact in your HubSpot account. A contact is considered inactive if they meet all the following criteria:

• Time of last session is before your defined period of inactivity
• Last marketing email open date is before your defined period of inactivity
• Last engagement date is before your defined period of inactivity

Set up a data retention policy for inactive contacts

Super Admins can set up or modify the data retention policy.

Please note: prior to setting up your data retention settings, it’s recommended to assess the impact automatic contact deletion may have on your reporting and analytics.

To configure the automatic deletion of inactive contacts:

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar menu, in the Account Management section, select Privacy & Consent.
3. On the Setup tab, click Privacy tools.
   
4. Toggle the Delete inactive contacts automatically switch on.
5. Select whether to apply the policy to both existing and future inactive contacts or only inactive contacts moving forward:
   • To include existing eligible contacts, select Yes, apply ruleset to eligible contacts. This means existing contacts will be evaluated and deleted if they meet the inactivity criteria and contacts who meet the criteria in the future will be deleted.
   • To exclude existing eligible contacts, select No, do not apply ruleset to eligible contacts. This means only contacts who meet the criteria in the future will be deleted. 
     
     
6. Click Turn on ruleset to confirm. 
7. By default, the time frame for inactivity is 365 days. To change the time frame, click Edit in the Delete contacts with no activity section. In the right panel:
   • Enter the number of days that must pass without activity for a contact to be considered inactive.
   • Click Save to confirm. 

• The contact is moved to the recycling bin, where it can be restored for up to 90 days. 
• After 90 days, the contact is permanently deleted.

Turn off the data retention policy

To turn off the automatic deletion of inactive contacts:

1. In your HubSpot account, click the settings settings icon in the top navigation bar.
2. In the left sidebar menu, in the Account Management section, select Privacy & Consent.
3. On the Setup tab, click Privacy tools.
4. Toggle the Delete inactive contacts automatically switch off.
5. In the dialog box, click Turn off ruleset to confirm.

Once you’ve turned the setting off, inactive contacts will no longer be automatically deleted moving forward.

Learn more about managing your data privacy settings.