If you’re frustrated by the number of emails that end up in spam folder purgatory, it could be a problem with your IP reputation. Much like a credit score, it determines how likely your email is to get to the inbox and can be hard to improve once it gets bad. But luckily, there are tools to help you get back on track.

One of the most important is a free public lookup tool from Cisco called Talos. It lets you enter your email server’s IP or domain and finds out whether it has a Good, Neutral, or Poor reputation assessed by other email service providers. A Good reputation means that little or no threat activity has been observed and you’re unlikely to be filtered out or blocked. A Neutral reputation indicates that there’s room for improvement, while a Poor reputation is a red flag for email deliverability issues and should be addressed immediately.

Talos IP Reputation API: Safeguarding Your Online Presence

Talos IP reputation API, which also does an IP reputation check and compares it to blacklists. It can save results for up to 30 days and doesn’t require you to create an account. It’s available in a free or paid version and allows you to run tests manually without having to log in.

Signing up for feedback loops is another way to keep track of your reputation. It will alert you if complaints are sent to your ESP, and then you can work to address them. You should also check your reputation on a regular basis and keep an eye on any changes to ensure that you can quickly act and prevent a poor reputation from impacting your deliverability.