Store less
You don't need IP addresses to understand intent. Pages, order and timing tell you what someone is interested in; a rough location (country, city) can be worked out at the moment of the visit and the address thrown away.
Set retention: activity after a few months, contact details after a year or two, inactive visitors deleted entirely.
Ask for contact details, with consent
When someone asks for a call back or a guide, the request itself is your basis to reply. Following up later (a newsletter, a sales email) is different: ask, with an unticked box, and keep a record of what they agreed to.
Every follow-up email needs an easy way out.
Mind the browser storage rules
Storing an identifier in someone's browser can need consent under the ePrivacy rules in the EU and UK. A tool should let you wait for consent, or work without storing anything until then.
Know where the data lives
Pick tools hosted in the EU, with a data processing agreement and a list of sub-processors you can show your customers.
How Signal handles it
Signal doesn't keep IP addresses (a spam check uses a one-way daily code for two days), keeps contact details only when people give them, records consent with its wording and time, deletes old data on the schedule you set, and runs in Frankfurt. In the EU and UK it remembers returning visitors only once your cookie banner allows it; until then it works within the visit. Every follow-up email has a one-click unsubscribe.