Email Sequencing Tools Compared: Apollo vs Instantly vs Lemlist

Choosing the right email sequencing tool can make or break your outbound programme. The three most popular options for B2B service firms are Apollo.io, Instantly, and Lemlist. Each has strengths and trade-offs. Here is an honest comparison to help you decide.

Apollo.io

Apollo.io is an all-in-one sales intelligence and engagement platform.

Strengths:

• Built-in database of 270M+ contacts — no need for a separate prospecting tool
• Email finding, verification, and sequencing in one platform
• Advanced filters including intent data and technographics
• Phone numbers included for multi-channel outreach
• CRM integration (Salesforce, HubSpot, Pipedrive)
• Conversation intelligence features

Best for: Firms that want a single platform for prospecting AND sequencing. Eliminates the need to pay for separate data and outreach tools.

Pricing: Starts at $49/month per user.

Instantly

Strengths:

• Unlimited email sending accounts
• Built-in email warm-up
• Simple, clean interface focused on deliverability
• Affordable for high-volume sending
• Email verification included

Limitations:

• No built-in prospect database (you need a separate data source)
• Limited CRM integration compared to Apollo
• Fewer advanced features (no phone, no intent data)

Best for: Firms that already have a data source and want maximum sending volume with strong deliverability.

Pricing: Starts at $30/month.

Lemlist

Strengths:

• Advanced personalisation (custom images, videos, landing pages)
• Multi-channel sequences (email + LinkedIn + phone)
• Strong template library and community
• Good deliverability features

Limitations:

• No built-in prospect database
• More expensive than alternatives at scale
• Can be complex to set up properly
• LinkedIn automation requires careful compliance monitoring

Best for: Firms that prioritise creative personalisation and multi-channel sequences.

Pricing: Starts at $59/month per user.

My Recommendation

For most B2B service firms, especially those under 20 people, I recommend Apollo.io as the primary platform. The reason is simple: it combines prospecting and sequencing in one tool, which means:

1. Less tool sprawl — One platform instead of two or three
2. Better data flow — Prospect data flows directly into sequences
3. Lower total cost — You are not paying separately for data, verification, and sending
4. Faster setup — Search, filter, and sequence from a single interface

If you are doing very high volume outbound (500+ emails per day across many domains), you might add Instantly alongside Apollo for its unlimited sending accounts and warm-up features.

The Integration Play

The best setup for a scaling firm:

1. Apollo.io for prospecting, data enrichment, and primary sequencing
2. Your CRM as the central deal management hub
3. Instantly (optional) for high-volume warm-up and sending when scaling

Keep it simple. Master one tool before adding another. The biggest mistake is spreading your team across too many platforms before you have a proven process.

The tool matters less than the process behind it. But the right tool makes executing that process significantly easier and more efficient.