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Selecting the Best Cold Email Software for Success

Updated: March 25, 2024
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Everyone says they use the best cold email software and tools available—but we’ll never solve this without a bracket. The “best” choice depends on the size of your business, your specific needs, and your budget. We’ll discuss the most popular cold email software tools, their pros and cons, and what to look for to help you maximize your outreach efforts.

What Does Cold Email Software Do?

Once you’re sending more than a few cold emails a week, it’s time to start using a software. Cold email software customizes messages for cold leads, tracks unresponsive leads, and provides analytics for campaign tracking. There are numerous benefits to using cold email software and tools.

Boost Efficiency

The best cold email software helps you get more accomplished. It makes creating emails easier by writing many messages at once. Plus, the software also automatically sends follow-ups to engage with people who didn’t reply at first. Additionally, most come with ready-made email templates or AI-generated options for quick and effective messages.

Improve Inbox Delivery

You could spend hours working on an email campaign, only for your messages to bounce. The best cold email software will ensure your emails go to the right inbox… not spam. Your software tools can help you send emails at the best times to avoid spam filters. Plus, you can use cold email software to personalize your emails for authenticity and relevance, reducing the chance of them being marked as spam by readers.

Track and Improve Performance

Cold email tools help you keep an eye on important stats like opens, clicks, and replies to see how well your campaign is doing. The best cold email software tools allow you to test different email content to make it better and boost engagement. Additionally, you can use built-in data insights to improve your cold email plan for optimal results.

Get Support

You’ll have access to the best cold email software support when you use a reputable service. Most cold email platforms are equipped with a knowledge base that you can use as a guide to start smoothly and get more replies. Some services even provide personal guidance and support.

The Best Cold Email Software Features

Not all cold email tools are created equal, though there are some universal features. When choosing the best cold email software for your business, make sure that key features are included.

Simple but Effective Personalization

For cold email marketing to work, you need to show your prospects you understand what they want. Thus, personalizing each email is super important. The best cold email marketing tools let you use bits of data called attributes to help you personalize your emails.

With this feature, you can add specific details like these for each person on your list:

  • First name
  • Company name
  • A unique opening sentence

By doing this, you can easily create a basic cold email template and add personal touches to make sure each email fits the person you’re sending it to.

Campaign Scheduling with Automated Follow-Up

Running email campaigns and automating follow-ups are key functions of cold email tools. These tools help you set up campaigns and reminders automatically. Although most cold email software can do this, the level of customization varies.

The best cold emailing software should include at least most of the following:

  • Easy adding and removing of people from campaigns
  • Setting up follow-up emails for those who don’t respond
  • Using different ways to reach out, like cold calling
  • Choosing which email accounts to use
  • Sending emails based on set schedules or time zones
  • Improving email delivery and getting into the main inbox

Productivity and Collaboration Tools

Some of the best cold email software can even help you organize your conversations and work more efficiently. With these features, your team can work together smoothly, making sure everyone knows about replies from potential customers and no leads are missed.

If you’re on a growing team, you’ll need tools that help everyone work together on your projects. For example, one person can add contacts, another can write emails, and someone else can set up email accounts. This way, each person can focus better, and your team can run campaigns more efficiently.

Furthermore, the best cold email marketing platforms include a shared dashboard to manage all projects and analytics to track how well each person and the whole team are doing.

Cold Email Deliverability Enhancements

Making sure your emails actually get to people is the top priority for your cold email campaigns, especially when you’re emailing a lot. Look for tools that can help your emails get past the spam filters and through to inboxes.

Best Cold Email Software Comparison

Let’s take a look at some of the most popular cold email software tools. We’ll explore what they’re good at, what they’re not so good at, and give you tips on how to make your outreach efforts better.

Our Personal Favorite

We researched, tested, and tried all the best cold email software tools—and made an even better one of our own. Our do-it-yourself Cold Email Service allows you to run your own cold email outreach using the Email Broadcast proprietary platform. Your account allows you to:

  • Segment your potential customers to maximize positive responses.
  • Create campaign sequences that you can edit in real time.
  • Set up A/B testing within a campaign sequence.
  • View real-time analytics that track positive and “maybe” responses.
  • Add users from your team.
  • Automate inbox management—we won’t clutter it up with out-of-office responses, etc.

We include a trial as well, and the first 100 sends are free.


This company was started by Jérémy Chatelaine in 2014 out of personal need. Since then, Quickmail has become popular in the email outreach community, especially after introducing email account rotation to send more emails through different accounts. It starts at $49 per month with a free trial available.

What We Like

Quickmail comes with advanced features like email account rotation and detailed reports. It works well for agencies who want to make client reporting and account management easier. Additionally, it can handle multiple channels, including automating LinkedIn connections and text messages. Plus, Quickmail is easy to navigate, which makes it one of the best cold email softwares for beginners.

What’s Not So Great

Some Quickmail users have offered the criticism that the interface looks old-fashioned. It also relies on a third party for the email warmup feature, which can get cumbersome.


In 2021, Raul Kaevand created Instantly after seeing a need for affordable cold email tools that fit the requirements of lead generation agencies. This software is available starting from $37 per month and provides a free trial option.

What We Like

Instantly has a sleek, modern interface that is easy to use and offers advanced features, like a unique option to match with advanced email service providers. Their flexible pricing model makes it one of the best cold email softwares for agencies handling multiple email accounts.

What’s Not So Great

While Instantly has a pricing structure that works well for handling multiple email accounts, it might be restrictive for users with many active leads. Instantly also lacks native integrations. You’ll need additional integration software, such as Zapier, for data sync with customer relationship managers (CRMs).


MailShake has been around since 2015 and is one of the oldest—and best—cold email tools. It was developed to help content creators with promotions and later expanded to become a full sales engagement platform with various ways to reach out to clients. Plans begin at $58 per month with a yearly commitment. No free trial is available at the time of writing.

What We Like

This platform works great with major CRM systems like Pipedrive, HubSpot, and Salesforce. It includes detailed reports and easy client setup, plus a calendar view that shows when emails are sent. They also have excellent customer support.

What’s Not So Great

MailShake is among the cold email tools that can get pricey with multiple email accounts. There’s no free trial, and you need to commit for a year at minimum. Plus, the interface might seem old-fashioned to some.


Guillaume Moubeche created Lemlist in 2018 with a goal to make cold emails more personal. The team introduced new ideas like email warmup and personalized images, setting new standards in the industry. Lemlist plans start at $59 per month, and you can try it for free.

What We Like

Lemlist comes with lots of ways to personalize emails with tailored images and pages. It allows for easy lead sourcing from LinkedIn. Plus, Lemlist includes artificial intelligence (AI) to generate text when you’re stuck. It works well with HubSpot, Salesforce, and Pipedrive.

What’s Not So Great

Lemlist is one of the more complex platforms to use, which beginners may find challenging. Additionally, Lemlist can get expensive, especially if you send emails from many accounts.

The Best Cold Email Software—for You

While there may not be a clear winner in the race for the best cold email software, it’s important to carefully evaluate your options and choose a solution that aligns with your unique needs and goals. Consider factors such as price, features, user-friendliness, integrations, and customer support when making your decision.

Don’t forget to take advantage of free trials or demos offered by most cold email software providers. This allows you to test out the features and functionality before committing to a subscription. And always keep in mind that no matter how advanced the technology is, it’s ultimately up to you to craft compelling messages and build meaningful relationships with your prospects.

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