Summary
Emailing users with Apple's private relay addresses is possible, but requires careful consideration of authentication, email practices, and engagement. Key steps include registering with Apple, configuring systems to handle relay addresses, and authenticating sending domains (SPF, DKIM, DMARC). It's essential to maintain good sender reputation, list hygiene, and manage bounces. Focus on explicit consent, providing value, and adapting to Apple's Mail Privacy Protection (MPP) by rethinking engagement metrics and focusing on first-party data. Double opt-in processes can help verify valid users. The impact of MPP necessitates adjusting strategies related to tracking, segmentation, and personalization.
Key findings
- Apple Ecosystem: Understanding Apple's Private Relay and MPP is crucial.
- Registration: Registering with Apple may be necessary for sending mail.
- Authentication: Proper authentication (SPF, DKIM, DMARC) is vital for deliverability.
- Data Quality: Focus on explicit consent and obtaining valid email addresses.
- Engagement: Adapt engagement metrics due to the impact of MPP on open rates.
Key considerations
- System Configuration: Configure systems to handle relay addresses and bounces properly.
- List Hygiene: Maintain good list hygiene and manage complaints effectively.
- Value Proposition: Provide value to encourage users to share their real email addresses.
- Strategic Adjustment: Adjust email marketing strategies to account for MPP's impact.
- Data Privacy: Prioritize data privacy and comply with regulations.
- Double Opt-in: Implement a double opt-in process to ensure user verification.
What email marketers say
11 marketer opinions
You can email users with Apple's private relay addresses, but it requires careful consideration of email practices, authentication, and engagement. Apple is strict on deliverability, so ensuring your email practices are clean is critical. Verify sending domains with SPF, DKIM, and DMARC. Focus on providing value to encourage users to share real email addresses and consider implementing double opt-ins to confirm valid users. Monitor sender reputation, engagement metrics, and implement robust suppression lists. Apple's Mail Privacy Protection (MPP) affects how you measure success, so adapt your metrics and strategies, and focus on first-party data, making it attractive for users to share information.
Key opinions
- Deliverability: Apple is strict on deliverability for private relay addresses.
- Authentication: Domain authentication (SPF, DKIM, DMARC) is crucial.
- Engagement: Focus on user engagement and providing value.
- Data Collection: Encourage users to share real email addresses.
- MPP Impact: Apple's MPP affects measurement of success and metrics.
Key considerations
- Clean Practices: Ensure email practices are clean and compliant.
- Double Opt-in: Implement double opt-in to verify user validity.
- Monitoring: Monitor sender reputation and engagement metrics.
- Suppression Lists: Use robust suppression lists for deliverability.
- First-Party Data: Focus on building and leveraging first-party data.
- Strategy Adjustment: Adapt email marketing strategies to account for MPP.
Marketer view
Email marketer from EmailOnAcid Blog explains that Apple's Private Relay can impact email marketing by masking user email addresses. Also, it means marketers need to focus on providing value to encourage users to share their real email addresses.
8 May 2022 - EmailOnAcid Blog
Marketer view
Email marketer from Reddit shares that you can email users with Apple's private relay addresses, but you need to ensure your email practices are clean. Also, you need to authenticate your sending domain (SPF, DKIM, DMARC) as Apple is strict with deliverability.
1 Mar 2022 - Reddit
What the experts say
3 expert opinions
To email users with Apple's private relay addresses, registration with Apple is necessary. It's critical to ensure proper authentication (SPF, DKIM, DMARC) and maintain good list hygiene, complaint management, and bounce handling. The validity of open rates for tracking engagement is no longer dependable and metrics need to be rethought.
Key opinions
- Apple Registration: Registration with Apple is required to email users with private relay addresses.
- Authentication: Proper authentication (SPF, DKIM, DMARC) is critical for deliverability.
- Data Handling: Maintain good list hygiene and manage complaints and bounces.
- Metric Validity: Open rates are no longer dependable for tracking engagement.
Key considerations
- Registration Process: Follow Apple's registration process to ensure compliance.
- Authentication Configuration: Properly configure SPF, DKIM, and DMARC for your sending domains.
- List Management: Implement best practices for list hygiene and complaint management.
- Engagement Metrics: Rethink engagement metrics and find alternative ways to track user interaction.
Expert view
Expert from Email Geeks shares that with Apple private relay you need to register with apple to send mail.
10 Jul 2023 - Email Geeks
Expert view
Expert from Spam Resource explains that with Apple's Private Email Relay, it's critical to ensure authentication (SPF, DKIM, DMARC) is properly configured. Also, maintain good list hygiene, manage complaints, and handle bounces. Apple is monitoring this closely.
14 Oct 2021 - Spam Resource
What the documentation says
4 technical articles
To email users with Apple's private relay addresses, configure your system to send emails to the relay address and handle bounces/forwards. Register your domain with Apple. Treat these addresses like any other email address, ensuring a good sender reputation and compliance with authentication standards (SPF, DKIM, DMARC). Focus on obtaining explicit consent, providing value to users, and focusing on content, segmentation and deliverability rates. Also, use engagement metrics like conversions to measure success.
Key findings
- Configuration: System configuration is required for sending to relay addresses.
- Registration: Domain registration with Apple is a requirement.
- Reputation & Authentication: Maintain good sender reputation and comply with authentication standards.
- Explicit Consent: Focus on obtaining explicit user consent.
- Alternative Metrics: Engagement metrics like conversions are key for success measurement.
Key considerations
- System Setup: Configure your system to correctly handle relay addresses, bounces, and forwards.
- Value Proposition: Provide value to users to encourage them to share their real email addresses.
- Content Quality: Focus on the quality of your content and segmentation strategies.
- Deliverability Optimization: Prioritize deliverability rates to ensure emails reach their intended recipients.
- Metric Adaptation: Adapt your measurement strategy to use alternative engagement metrics.
Technical article
Documentation from Sendgrid explains that to handle Apple's privacy features (including Private Relay), marketers should focus on obtaining explicit consent and ensure you are providing value to the users. This encourages the users to share valid email addresses.
10 May 2024 - Sendgrid
Technical article
Documentation from Apple Developer Documentation explains that to communicate with users through the private email relay service, you need to configure your system to send email to the relay address and handle bounces and forwards appropriately. Also, you need to register your domain with Apple.
29 Nov 2022 - Apple Developer Documentation
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