Should I suppress Apple private relay addresses and how to handle them?

Summary

The collective advice suggests that Apple private relay addresses should initially be treated as legitimate. It's crucial to implement robust bounce management, paying close attention to soft bounces. Segmentation based on engagement, deploying a welcome series, and using double opt-in (DOI) are recommended strategies. Maintaining a clean email list and configuring email platforms correctly are also critical. It's essential to understand the difference between Apple's Private Relay and Hide My Email features and investigate the origin of the email addresses. Tools such as CAPTCHA should be used to minimize spam signups, while sender reputation should be continuously monitored and maintained.

Key findings

  • Treat as Legitimate Initially: Apple private relay addresses are generally legitimate and should be treated as valid subscribers at the outset.
  • Robust Bounce Management: A robust bounce management strategy, especially for soft bounces, is critical to maintaining a good sender reputation.
  • Segmentation and Engagement: Segmenting lists based on engagement and deploying a welcome series can improve deliverability.
  • Clean Email Lists: Regularly cleaning email lists by removing inactive subscribers and those generating bounces or complaints is essential.
  • Understand Relay vs. Hide: Knowing the differences between Apple's Private Relay and Hide My Email features aids in better management and deliverability.

Key considerations

  • Registration with Apple: Ensure you are registered with Apple if sending to these addresses.
  • Third-Party Data: Exercise caution when using third-party lead data.
  • CAPTCHA Implementation: Implement CAPTCHA or similar tools on signup forms to reduce spam.
  • Sender Reputation Monitoring: Continuously monitor sender reputation and address any issues promptly.
  • Platform Configuration: Configure your email sending platform to correctly handle Apple's Private Email Relay, which may require specific settings.

What email marketers say
12Marketer opinions

The consensus is that Apple private relay addresses are legitimate but require careful handling. Hard bounces should be immediately suppressed, while soft bounces need monitoring; persistent soft bounces should also be suppressed to maintain sender reputation. Strategies to manage these addresses include segmenting based on engagement, implementing a welcome series, using double opt-in (DOI), and cleaning email lists regularly to remove inactive users or those generating complaints.

Key opinions

  • Hard Bounce Suppression: Hard bounces from Apple private relay addresses should be immediately suppressed.
  • Soft Bounce Monitoring: Soft bounces require monitoring, and persistent soft bounces should be suppressed.
  • Engagement-Based Segmentation: Segmenting based on user engagement helps to exclude soft bounces and target active subscribers.
  • Welcome Series Strategy: Implementing a welcome series (1-3 emails) and only continuing communication with those who engage can improve deliverability.
  • List Hygiene Importance: Maintaining a clean email list is critical for deliverability; remove inactive subscribers and addresses generating bounces/complaints.

Key considerations

  • Legitimacy of Addresses: Apple private relay addresses are legitimate and should be treated as valid subscribers initially.
  • Braze 'Received' Filter: In Braze, the 'Received Message from Canvas Step' filter refers to _sent_, not _delivered_ messages.
  • DOI Implementation: Consider using double opt-in (DOI) to ensure subscribers are genuinely interested, although alternate deliverability maintenance methods can be used instead of DOI.
  • Sender Reputation: Poor bounce management negatively impacts sender reputation.
  • Monitoring Tools: Implement monitoring tools to identify and manage bounces effectively.
Marketer view

Email marketer from an Email Marketing Forum advises to have a clear bounce management strategy. He recommends automatically removing hard bounces and carefully monitoring soft bounces, as a high soft bounce rate can negatively impact sender reputation.

August 2022 - Email Marketing Forum
Marketer view

Email marketer from Sendinblue Blog explains the significance of maintaining a clean email list. They recommend removing inactive subscribers and addresses that generate bounces or complaints.

November 2023 - Sendinblue Blog
Marketer view

Marketer from Email Geeks suggests using a welcome series of 1-3 emails and only sending to those who positively engaged to ensure the remaining addresses are deliverable and capable of opening as an alternative to DOI.

August 2021 - Email Geeks
Marketer view

Email marketer from Email on Acid Blog states that maintaining a clean email list is critical for deliverability. They recommend regularly removing inactive subscribers and addresses that generate bounces or complaints.

March 2024 - Email on Acid Blog
Marketer view

Marketer from Email Geeks explains that segmenting based on prior engagement will automatically exclude soft bounces in Braze, although notes this depends on the timeframe.

July 2021 - Email Geeks
Marketer view

Email marketer from ActiveCampaign Blog recommends using list segmentation to target only engaged subscribers. Removing inactive or unengaged subscribers can improve overall deliverability and engagement rates.

December 2023 - ActiveCampaign Blog
Marketer view

Marketer from Email Geeks clarifies that in Braze, "received" in the "Received Message from Canvas Step" filter likely means _sent_, not _delivered_.

June 2023 - Email Geeks
Marketer view

Email marketer from Reddit shares a personal experience, suggesting that while private relay addresses are legitimate, it's crucial to monitor their engagement. If they consistently soft bounce, consider suppressing them to protect your sending reputation.

June 2024 - Reddit
Marketer view

Email marketer from Campaign Monitor Blog explains that hard bounces indicate a permanent delivery failure and should be immediately removed from the list. Soft bounces are temporary and may resolve, but persistent soft bounces should also be suppressed.

May 2022 - Campaign Monitor Blog
Marketer view

Email marketer from Litmus Blog recommends using double opt-in to ensure subscribers are genuinely interested and regularly cleaning your list to remove unengaged users. They suggest segmenting and targeting based on engagement to improve deliverability.

July 2024 - Litmus Blog
Marketer view

Email marketer from HubSpot Blog advises using double opt-in to ensure subscribers are genuinely interested and regularly cleaning your list to remove unengaged users. They suggest segmenting and targeting based on engagement to improve deliverability.

June 2023 - HubSpot Blog
Marketer view

Email marketer from Mailjet Blog emphasizes the importance of bounce management. They advise automatically removing hard bounces from your list and carefully monitoring soft bounces, as a high soft bounce rate can damage your sender reputation.

August 2024 - Mailjet Blog

What the experts say
7Expert opinions

Experts generally agree that Apple's private relay addresses are initially valid and represent interested users. Sending to these addresses is acceptable if the user signed up directly and you are registered with Apple. Caution is advised against using third-party lead data. CAPTCHA and double opt-in are recommended for signup forms to prevent spam submissions. Addresses should be investigated to determine their origin, especially if the product team isn't set up for private relays. Like any email address, private relay addresses should be suppressed if undeliverable (soft bounces should be monitored and lead to suppression). Understanding the difference between Private Relay and Hide My Email is important for managing deliverability, with both requiring engagement monitoring. Robust bounce management, particularly for soft bounces and segmentation based on bounce frequency, is crucial for maintaining sender reputation.

Key opinions

  • Initial Validity: Apple private relay addresses are initially valid and represent real users.
  • Direct Signup: Sending is generally acceptable if the user signed up directly and you're registered with Apple.
  • CAPTCHA/DOI: CAPTCHA and double opt-in are recommended for signup forms.
  • Bounce Management: Robust bounce management (especially soft bounces) is crucial.
  • Engagement Monitoring: Engagement monitoring is important for both Private Relay and Hide My Email addresses.

Key considerations

  • Third-Party Data: Be cautious of third-party lead data.
  • Address Origin: Investigate the origin of the addresses.
  • Soft Bounce Handling: Soft bounces should be monitored and lead to suppression if persistent.
  • Relay vs. Hide: Understand the difference between Private Relay and Hide My Email.
  • Segmentation: Segment based on bounce frequency and recency.
Expert view

Expert from Email Geeks recommends CAPTCHA and double opt-in if you are receiving private relay addresses through legit signup forms. He shares an experience where disabling CAPTCHA led to spam complaints, highlighting the importance of both CAPTCHA and double opt-in.

July 2024 - Email Geeks
Expert view

Expert from Email Geeks advises to treat Apple private relay addresses like any other user email address and suppress them if they are not deliverable, implying that soft bounces should lead to suppression.

November 2022 - Email Geeks
Expert view

Expert from Spamresource.com explains the differences between Private Relay and Hide My Email, noting that Private Relay obscures the IP address and browsing activity, while Hide My Email creates a unique, random email address that forwards to the user's real inbox. He also suggests that they both can affect email deliverability and need to be monitored for engagement.

March 2024 - Spamresource.com
Expert view

Expert from Email Geeks explains that sending to private Apple addresses (<mailto:i@privaterelay.appleid.com|@privaterelay.appleid.com>) is generally fine if the user signed up directly and you're registered with Apple. He also warns about using third-party lead data.

November 2022 - Email Geeks
Expert view

Expert from Email Geeks advises to investigate where the <http://privaterelay.appleid.com|privaterelay.appleid.com> addresses are coming from, especially if the product team isn't set up for it, and clarifies they're legitimate emails when users choose not to share their email address when installing an app.

December 2022 - Email Geeks
Expert view

Expert from Email Geeks suggests that users who use Apple private email addresses are likely real and interested. He also cautions against purchased lists as a source of these addresses.

August 2021 - Email Geeks
Expert view

Expert from Word to the Wise emphasizes the importance of having a robust bounce management system, particularly for soft bounces. They recommend segmenting based on bounce frequency and recency, and adjusting sending practices accordingly. Ignoring soft bounces can lead to deliverability issues.

February 2024 - Word to the Wise

What the documentation says
4Technical articles

The provided documentation highlights several key points for handling Apple Private Relay addresses. Apple's documentation explains the purpose of the service: to protect users' actual email addresses by providing unique, random addresses. Email service providers (ESPs) like SparkPost, Braze, and AWS emphasize the importance of maintaining a good sender reputation through proper bounce management. Suppression lists are crucial, with automatic suppression of hard bounces and complaints recommended. Braze documentation specifically details configuration steps for handling Private Relay, and AWS explains how to set up notifications for bounces and complaints, underscoring the necessity of removing problematic addresses from sending lists.

Key findings

  • Purpose of Private Relay: Apple Private Relay protects users' actual email addresses.
  • Suppression List Importance: Suppression lists are crucial for maintaining sender reputation.
  • Automatic Hard Bounce Suppression: Automatic suppression of hard bounces and complaints is recommended.
  • Braze Configuration: Braze provides specific configurations for handling Apple Private Relay.
  • Bounce/Complaint Notifications: AWS provides notifications for bounces and complaints, facilitating address removal.

Key considerations

  • Service Configuration: Configure email sending platforms to handle Private Relay properly (as detailed in Braze documentation).
  • Bounce Monitoring: Actively monitor for bounces and complaints.
  • Sender Reputation: Prioritize maintaining a good sender reputation.
  • Soft Bounce Handling: Consider how to handle soft bounces in your context.
  • List Management: Regularly manage and clean email lists based on bounce and complaint data.
Technical article

Documentation from Apple Developer Documentation explains that the Private Email Relay service allows users to share a unique, random email address with websites or apps, forwarding messages to their personal inbox. This helps protect their actual email address.

November 2024 - Apple Developer Documentation
Technical article

Documentation from SparkPost Documentation explains that suppression lists are crucial for maintaining a good sender reputation. They recommend automatically suppressing addresses that hard bounce or generate complaints, and to consider soft bounces depending on the context.

October 2024 - SparkPost Documentation
Technical article

Documentation from AWS details how Amazon SES (Simple Email Service) handles bounces and complaints. It explains how to set up notifications for bounces and complaints and emphasizes the importance of removing these addresses from your sending list to maintain a good sender reputation.

March 2022 - Amazon Web Services Documentation
Technical article

Documentation from Braze Documentation details how to configure Braze to properly handle Apple's Private Email Relay, including specific settings for custom domains and authentication to ensure deliverability to these addresses.

April 2023 - Braze Documentation