Due to a data breach back in 2015 which highlighted some serious flaws in their data management, Wetherspoons has just deleted almost all of it's customer data! It's a brave move and one that I doubt many other organisations would be willing to take. But their logic for doing so isn't a bad one - it significantly minimises their risk of a data breach and allows them to focus on other channels that are more successful for them.

This certainly isn't a strategy for everyone and I would argue that B2B organisations are the least likely to adopt such drastic action. But for a large consumer brand who are targeting the millenial generation, I can see why this is less of an issue when they are more likely to be on Snapchat or Instagram rather than checking their emails.