Cold email software compared (2026): what each tool is for
Instantly, Smartlead, lemlist, Apollo and OpenSells compared from their official websites: what each tool does, which use case it fits and its main limit. Checked September 2026.
Disclosure: this article is published by OpenSells, one of the tools compared. Each description is based on the tool's official website (links at the end), checked on 29 September 2026. Features and prices change: confirm them on each official site.
Short answer
It depends on whether you need to find leads, send at volume or run multichannel sequences. For high-volume sending across many mailboxes: Instantly or Smartlead (Smartlead adds white-label for agencies). For multichannel campaigns: lemlist. For a contact database with sequences and a dialer: Apollo. OpenSells is not primarily cold email software: it finds local businesses and prepares phone calls, with AI email drafts as a secondary channel.
Criteria
- Does it include lead data, or do you bring your own list?
- Sending infrastructure (mailboxes, warm-up).
- Channels beyond email.
- AI assistance.
Comparison
| Tool | What it is (per its website) | Fits if… |
|---|---|---|
| Instantly | Sending at scale across many mailboxes, warm-up, B2B lead database, AI copilot and CRM | You send high volumes |
| Smartlead | Unlimited mailboxes, warm-up engine, white-label for agencies, AI agents | You are an agency running outreach for clients |
| lemlist | Campaigns across email, LinkedIn, calls, WhatsApp and SMS, with a lead database | You run multichannel sequences |
| Apollo | B2B contact and account database, sequences, writing assistant, dialer | You want data, sequences and calls in one platform |
| OpenSells | Local businesses by industry and city, AI call brief, follow-up, AI email drafts sent via connected Gmail | You sell to local businesses and prefer to call |
Each tool
Instantly
Built around sending infrastructure: many mailboxes across concurrent campaigns, warm-up, plus a B2B lead database, an AI copilot for copy and campaigns, and a CRM. Limit: volume tools need careful compliance with the rules of each recipient country.
Smartlead
Unlimited mailboxes, a warm-up engine and a full white-label experience for agencies, with AI agents for research and writing. Limit: same compliance caveat as any volume tool.
lemlist
Multichannel campaigns (email, LinkedIn, calls, WhatsApp, SMS) with a lead database and AI personalisation. 14-day free trial. Limit: sequences take setup work.
Apollo
A large contact database with sequences, an AI writing assistant and a dialer. Free to start. Limit: broad and therefore more complex; aimed at people with job titles more than small local businesses.
OpenSells
Finds local businesses by industry and city from public listings and their websites, prepares a call brief with AI and keeps follow-up organised. AI email drafts can be sent through a connected Gmail account (single sends or in batches). Limits: no mailbox verification, no automated sequences or warm-up, Gmail only, app in Spanish. Pricing: first month of the Professional plan free, no card; then Professional €39/mo and Agency €89/mo including Spanish VAT (29 USD and 69 USD when paying from Latin America).
Sources (checked on 29 September 2026)
- Instantly
- Smartlead
- lemlist
- Apollo and its writing assistant
- OpenSells: how it works and pricing
Try OpenSells free: first month of the Professional plan free, no card; then Professional €39/mo and Agency €89/mo including Spanish VAT (29 USD and 69 USD when paying from Latin America). See pricing and terms. Note that the app interface is currently in Spanish.
Published by OpenSells. If you spot outdated or wrong information, tell us via our contact page.
Want to try it with your industry and city?
The first month of the Professional plan is free and no card is required. The app is in Spanish.
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