Absolutely every Bronto account has at least one thing in common: an overabundance of data. Email addresses, names, locations, order history, engagement activity, message content, delivery details – and there’s more information coming in all the time. We’re also growing, with new accounts bringing in new types of data every day. And more sophisticated marketing programs generate more and more pieces of data, such as browse behavior, abandoned cart contents, most popular products. The more data, the better, but the question soon becomes how to store it so that you can quickly access it and use it effectively. It's important; all of it. But have you ever opened a large Excel spreadsheet only to have it freeze whenever you try to do so much as copy/paste? As I've mentioned before in other posts, I love working in Excel, but there’s definitely a limit to how much data it can hold before it becomes cumbersome. Think of your Bronto account in the same way. How much data can it store before it just ... freezes? Our job is to never let it get close to that point, which is why we're constantly expanding our storage capabilities and improving the way your account accesses its data. A big part of our success with data retention is that we don’t treat all data the same. Most of your information is retained forever – open rates, click rates, contact fields, order history, etc. But some of the detailed data – such as who clicked on a link, or who opened an email – expires. More details about this process are available in our Data Retention policy. By default, your account includes 90 days of full retention. But you can always upgrade to a lengthier period if you'd like. Curious about your current data retention plan? Click on the Account Info button in the upper right corner of your account. The Data Retention section of our Help documentation outlines how all data is managed. It’s an excellent resource for what to expect as your Bronto history grows and expands, and it’s updated as we release new features. This resource even provides tips for archiving your data to ensure you don't lose anything you might need later. And if you find you have data you need to keep around for more than 90 days, simply speak with your account manager to discuss an upgrade.