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

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.

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.

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.

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.