Postmark has introduced a retention add-on that allows customers to adjust the default 45-day data retention period for message content and activity insights, ranging from 7-365 days. This feature is designed to meet various business needs, such as extending data retention for proof of send or email logs for audits, reducing data footprint when decreasing data retention time, and supporting GDPR compliance by automatically deleting personal PII after 30 days. The add-on is available to all Postmark customers on paid subscription plans, and once enabled, new retention settings will apply to all future emails sent.