Understanding Data Anonymization (PII Removal)

Data Anonymization permanently removes the recipient's Personally Identifiable Information (PII) from your sends after they’re finished. It helps your organization meet internal security requirements and any contract terms that require recipient data to be deleted once the work is complete.

Your reporting stays intact. Campaign, item and sender information is kept, so your analytics still work after the recipient details are gone.

How it works

Anonymization can run on a daily schedule or as a one-time manual run for your organization.

• Scheduled runs happen once a day at 8:00 AM Central Time.
• Manual runs are done for you by your Brand Manager.

When a send becomes eligible

A send can only be anonymized once it has been in a final status for at least 30 days. These are the final statuses:

• Delivered
• Completed
• Expired
• Canceled
• Failed

You can choose one of these standard retention periods:

• 30 days
• 60 days
• 90 days
• 180 days
• 365 days

Need a different period? Ask your Brand Manager about a custom retention period. Custom periods must be at least 30 days, and there’s no maximum.

Each organization has one retention period, and it applies to all of your sends.

The retention period starts on the date the send reached its final status, not the date it was created.

Example: Your organization uses a 90-day retention period. A send created on March 1 is delivered on March 10. It becomes eligible on June 8 and is anonymized in the next scheduled run on or after that date.

What data is affected

Good to know

• Anonymization is permanent. After a send is anonymized, its recipient data can’t be restored. Export anything you need to keep before the send becomes eligible.
• Reports and exports will show random characters in place of the removed fields for anonymized sends.
• Sends that aren’t finished yet are never anonymized. That includes anything still in progress or in transit.

How to turn on Data Anonymization

You can’t turn on Data Anonymization from your portal yourself. To set it up:

1. Contact your Brand Manager.
2. Tell them which retention period you want: 30, 60, 90, 180 or 365 days, or a custom period of 30 days or more.
3. Tell them whether you want scheduled daily anonymization, a one-time manual run, or both.
4. Your Brand Manager will confirm once it’s active for your organization.