Instantly vs Apollo: The Real Comparison for Cold Email Outreach

Let's cut to the chase: Instantly and Apollo are both solid tools, but they solve different problems. Instantly is built for high-volume email sending with obsessive focus on deliverability. Apollo is an all-in-one sales platform with a massive lead database and multichannel engagement tools.

If you already have leads and need to blast cold emails at scale without landing in spam, Instantly is your tool. If you need to find leads AND reach out to them, Apollo makes more sense.

Here's the detailed breakdown to help you decide.

Quick Comparison: Instantly vs Apollo

FeatureInstantlyApollo
Starting Price$37/month (flat fee)$49/user/month
Lead Database160M+ contacts275M+ contacts
Email AccountsUnlimitedPer-user limits
Email WarmupUnlimited, built-inBasic ramp-up only
MultichannelEmail onlyEmail, phone, LinkedIn
CRM FeaturesBasicFull CRM included
Free Plan14-day trial onlyYes, limited
G2 Rating4.8/5 (3,700+ reviews)4.7/5 (9,000+ reviews)

Pricing: The Real Numbers

Instantly Pricing

Instantly uses a flat-fee model, which is great for agencies and teams. You're not paying per user-you're paying for features and volume.

Sending & Warmup Plans:

Lead Database (separate subscription):

The catch: Instantly splits sending and lead-finding into separate subscriptions. If you want both, you're paying for two products.

Apollo Pricing

Apollo charges per user, which adds up fast for teams:

The credit system is where Apollo gets tricky. Credits are consumed when you reveal contact info, export data, or access mobile numbers. Mobile numbers cost 8 credits each. Once you burn through your allocation, additional credits cost $0.20 each with a minimum purchase of 250 credits ($50) for monthly plans or 2,500 credits ($500) for annual plans.

Credits don't roll over. Use them or lose them at the end of each billing cycle.

Pricing Comparison: Real Cost Analysis

Here's where things get interesting. Let's look at what you actually pay in real-world scenarios:

Solo User Sending High Volume:

Agency with 5 Team Members:

Team of 10 SDRs:

The math changes dramatically as teams grow. Apollo's per-seat pricing makes it exponentially more expensive for larger teams, while Instantly maintains predictable flat-rate costs.

Lead Database: Who Has Better Data?

Apollo wins on raw database size with 275M+ contacts compared to Instantly's 160M+. But size isn't everything.

Apollo's Database Strengths

Apollo's filters are genuinely powerful. You can search by things like recent funding rounds, tech stack, headcount growth, and buyer intent signals powered by Bombora. For prospecting, it's hard to beat.

The downside? Users consistently report data accuracy issues, especially in European markets. One user noted: "While US data is solid, European contacts can be frustratingly out of date or incomplete." Expect some cleanup work.

Instantly's Database

Instantly's lead finder is newer and smaller, but they only charge you for verified leads. The database is growing, but if you need extensive prospecting filters with intent data and technographics, Apollo has the edge.

Data Accuracy: The Reality Check

Both platforms struggle with data accuracy, but in different ways:

Apollo's accuracy challenges:

Instantly's accuracy challenges:

The consensus from user reviews: Apollo has more data but requires more validation. Instantly has less data but focuses on verification quality over quantity.

Email Deliverability: Instantly's Big Advantage

This is where Instantly crushes it. If your emails don't reach inboxes, nothing else matters.

Instantly's Deliverability Features

Instantly's warmup system sends automated conversations between your accounts and their network, generating real opens and replies to build sender reputation. The platform uses AI-generated warmup emails with unique subject IDs to keep them separate from real campaigns.

The slow ramp feature is particularly important for new domains. It starts with just 2 emails on Day 1, then 4 on Day 2, 6 on Day 3, and gradually increases. This mimics natural email behavior and prevents spam filters from flagging new accounts.

Apollo's Deliverability

Apollo offers an "inbox ramp-up" feature (still in beta), but it's not a true warmup tool. It gradually increases your sending volume, but doesn't simulate the engagement that builds real reputation.

Key limitations:

Apollo users often need to bring in a third-party warmup tool or use Instantly alongside Apollo for sending-yes, some teams use both.

If deliverability is your main concern, Instantly wins hands down.

The Deliverability Debate: What Users Actually Experience

User feedback reveals interesting patterns:

Instantly users report:

One Reddit user shared: "I used to have amazing open rates, but each campaign I made, I noticed that consistently my open rates were going down. I think that this success Instantly has had with its ability to send a gazillion emails a day has also been a bit of its double-edged sword effect."

Apollo users report:

The takeaway: Instantly offers powerful deliverability tools out of the box, but high-volume sending across their shared network may create saturation issues. Apollo requires more manual work but may provide more stable long-term results.

Campaign Features & Automation

Instantly's Campaign Tools

Instantly keeps it simple: build sequences, send emails, track results. The Unibox is particularly useful if you're running multiple sending accounts-you can manage all replies from one dashboard.

The limitation: Sequences are linear without complex conditional branching. You can't create sophisticated multi-path workflows based on prospect behavior beyond basic reply detection.

Apollo's Campaign Tools

Apollo sequences are more robust for multichannel outreach. You can mix emails with call tasks and LinkedIn actions in one workflow. The AI capabilities help with personalization at scale.

But the sequences themselves are fairly linear-don't expect advanced conditional branching here either. Some users report scheduling issues, with one noting: "Schedule emails to be sent out-it doesn't work or it works so badly that it is useless."

Personalization Capabilities

Instantly personalization:

Apollo personalization:

Apollo wins on personalization depth, though users note a learning curve. One reviewer mentioned: "While testing Apollo's conditional features, I found them challenging to use. There's definitely a learning period required to master these features."

CRM & Integrations

Apollo includes a full CRM, which is a legitimate differentiator. You can manage your entire pipeline without another tool.

Apollo CRM features:

Apollo integrations:

Instantly has a basic native CRM (separate subscription at $47-97/month), but most users integrate with their existing CRM via Zapier or native connections to HubSpot, Pipedrive, and Salesforce.

Instantly integrations:

Apollo's native CRM features-lead scoring, deal tracking, team management-give it an edge for sales teams that want everything in one place. However, this comes at the cost of complexity and a steeper learning curve.

Ease of Use & Setup

Instantly: Speed to Value

Users consistently praise Instantly for being intuitive and quick to set up:

One user noted: "I found the platform incredibly user-friendly-it's a breeze to customize timing between emails, build campaigns, and upload your prospect lists."

Apollo: Power with Complexity

Apollo offers more features but requires more time to master:

As one reviewer put it: "Apollo has more power but takes more time to learn. SDR teams benefit from the structure, but solo founders may find it heavy."

Customer Support Comparison

Instantly Support

User reviews highlight Instantly's customer support as a major strength:

Many reviews mention the support team going above and beyond, offering bonuses when issues occur and maintaining a "white-glove" service approach.

Apollo Support

Apollo's support receives mixed reviews:

One critical review stated: "The customer service is literally the worst I've ever experienced in tech... It is unimaginably bad." However, other users report positive experiences, suggesting inconsistency.

Who Should Use Instantly?

Instantly is the better choice if:

Check out our Instantly pricing breakdown for more details on their plans.

Who Should Use Apollo?

Apollo makes more sense if:

Apollo's free plan is genuinely useful for testing. You get database access and can run basic campaigns to see if it fits your workflow.

The Hybrid Approach: Use Both

Here's what smart teams actually do: use Apollo to find and enrich leads, then export them to Instantly for sending.

Apollo's data + Instantly's deliverability = better results than either tool alone.

Yes, it costs more. But if cold email is a serious revenue channel, the combination outperforms using just one tool.

The workflow:

  1. Use Apollo's 65+ filters to build highly targeted lead lists
  2. Leverage Apollo's intent data and technographics for prioritization
  3. Export verified contacts (using your export credits)
  4. Import leads into Instantly
  5. Run campaigns through Instantly's deliverability infrastructure
  6. Manage replies in Instantly's Unibox
  7. Track closed deals in Apollo's CRM or your primary CRM

This approach gives you the best of both worlds: Apollo's superior data and Instantly's superior sending infrastructure.

Common Problems Both Tools Face

Data Quality Issues

Both platforms struggle with data accuracy:

The reality: No database is 100% accurate. Budget time for list cleaning and validation regardless of which platform you choose.

Pricing Transparency

Users of both platforms complain about unexpected costs:

Instantly:

Apollo:

Deliverability Challenges

Even with warmup tools, deliverability remains difficult:

Advanced Strategies for Each Platform

Maximizing Instantly for Agencies

If you're running an agency, here's how to get the most from Instantly:

Domain Strategy:

Campaign Structure:

Deliverability Best Practices:

Maximizing Apollo for Sales Teams

For SDR teams using Apollo, optimize with these strategies:

Prospecting Workflow:

Credit Management:

Multi-Channel Sequences:

Technical Considerations

Email Authentication Requirements

Both platforms require proper technical setup:

Essential DNS Records:

Without proper authentication, even the best warmup won't save your deliverability.

Infrastructure Requirements

For Instantly:

For Apollo:

Compliance and Data Privacy

GDPR and Data Protection

Both platforms handle personal data, requiring compliance consideration:

Apollo:

Instantly:

Your responsibility: Ensure you have legal grounds to contact prospects in your target markets, regardless of platform.

CAN-SPAM and Email Regulations

Both platforms help with compliance, but you're responsible for:

Reporting and Analytics

Instantly Analytics

Instantly provides campaign-level metrics:

Limitation: Reporting is campaign-focused, with limited business intelligence or forecasting capabilities.

Apollo Analytics

Apollo offers more comprehensive reporting:

Apollo's analytics are more suited for sales management and forecasting, while Instantly focuses on email campaign metrics.

Mobile Experience

Instantly Mobile

Instantly offers mobile apps for Android and iOS:

The mobile experience is functional but limited compared to desktop.

Apollo Mobile

Apollo's mobile app includes:

Apollo's mobile app is more full-featured, reflecting its all-in-one platform approach.

What About Alternatives?

If neither tool feels right, consider these:

For a deeper look at email tools, check out our guide on email marketing for small business.

Real User Experiences: The Good, Bad, and Ugly

Instantly Success Stories

Users report impressive results with Instantly:

Instantly Complaints

But not everything is perfect:

Apollo Success Stories

Apollo users highlight these wins:

Apollo Complaints

Common frustrations include:

The Future: Where These Platforms Are Heading

Instantly's Roadmap

Based on user feedback and market trends, Instantly is likely focusing on:

Apollo's Evolution

Apollo continues to expand its all-in-one platform:

Making Your Decision: A Framework

Use this decision framework to choose the right platform:

Choose Instantly If:

Choose Apollo If:

Consider Both If:

Implementation Best Practices

Getting Started with Instantly

Week 1:

  1. Set up sending domains (separate from main company domain)
  2. Configure DNS records (SPF, DKIM, DMARC)
  3. Connect 3-5 email accounts per domain
  4. Enable warmup on all accounts
  5. Set daily warmup limit to 10 for new accounts

Week 2-3:

  1. Continue warmup (don't send campaigns yet)
  2. Monitor deliverability scores daily
  3. Gradually increase warmup volume to 20-30/day
  4. Run inbox placement tests
  5. Import and clean your first lead list

Week 4+:

  1. Launch first campaign at low volume (20-30/day per account)
  2. Monitor bounce rates closely (keep under 1%)
  3. Gradually increase sending volume by 10-20% weekly
  4. A/B test subject lines and copy
  5. Analyze results and optimize

Getting Started with Apollo

Week 1:

  1. Complete account setup and team member invitations
  2. Configure CRM integrations (Salesforce, HubSpot, etc.)
  3. Set up saved searches for your ICP
  4. Define persona filters and intent signals
  5. Install Chrome extension

Week 2:

  1. Build initial lead lists using advanced filters
  2. Set credit budgets per user to avoid overages
  3. Create email templates and sequence frameworks
  4. Configure lead scoring criteria
  5. Set up reporting dashboards

Week 3+:

  1. Launch first sequences with small cohorts
  2. Test multichannel approaches (email + LinkedIn + calls)
  3. Monitor credit consumption against budget
  4. Analyze conversation intelligence data from calls
  5. Refine targeting based on what converts

The Bottom Line

Choose Instantly if you need high-volume email sending with rock-solid deliverability and simple flat-rate pricing. It's the go-to for agencies and teams who prioritize getting emails into inboxes. The unlimited email accounts and best-in-class warmup infrastructure make it unbeatable for cold email specialists.

Choose Apollo if you need an all-in-one platform with a massive lead database, multichannel outreach, and built-in CRM. The per-user pricing and credit system require careful management, but you get a lot of functionality in one tool. Apollo works best for sales teams that need data, engagement, and pipeline management in a single platform.

For most cold email-focused teams, Instantly is the better starting point. You can always layer Apollo on top for prospecting once you've nailed your deliverability. Alternatively, use a specialized lead enrichment tool like Clay or Findymail for data, then execute campaigns through Instantly.

The hybrid approach-using Apollo for prospecting and Instantly for sending-gives you the best of both worlds if budget allows.

Ultimately, the right choice depends on your specific situation: team size, budget, technical requirements, and whether email is your only channel or part of a broader multichannel strategy.

Try Instantly free for 14 days →

Or start with Apollo's free plan to test their database and prospecting tools before committing to paid plans.

Frequently Asked Questions

Can I use Instantly and Apollo together?

Yes, many teams use Apollo for prospecting and lead enrichment, then export contacts to Instantly for email campaigns. This combines Apollo's superior database with Instantly's better deliverability infrastructure. The workflow requires managing two platforms but delivers excellent results for teams serious about cold email.

Which platform is better for agencies?

Instantly is significantly better for agencies due to flat-rate pricing that doesn't scale with users. A 10-person agency pays the same $97/month on Hypergrowth as a solo user, while Apollo would cost $790-990/month for the same team. Instantly also offers white-label client portals and unlimited email accounts for client separation.

How accurate is Apollo's database really?

Apollo claims 91% email accuracy, but user experiences vary significantly by region and industry. US data tends to be more reliable than European contacts. Expect to encounter some bounced emails, outdated job titles, and disconnected phone numbers. Budget time for list validation regardless of claimed accuracy rates.

Does Instantly work for B2B SaaS companies?

Yes, Instantly works well for B2B SaaS companies focused on cold email outreach. However, you'll need a separate tool for lead generation since Instantly's database is smaller and less sophisticated than Apollo's. Many SaaS companies pair Instantly with Clay, Apollo, or LinkedIn Sales Navigator for prospecting.

What happens if I run out of Apollo credits?

You'll need to purchase additional credits at $0.20 each with a minimum buy of 250 credits ($50) for monthly plans or 2,500 credits ($500) for annual plans. Credits don't roll over, so unused credits disappear at the end of your billing cycle. Plan your credit usage carefully to avoid unexpected costs.

Can Instantly prevent my emails from going to spam?

Instantly provides excellent tools for deliverability, but no platform can guarantee inbox placement. Success depends on proper domain setup (SPF/DKIM/DMARC), adequate warmup time (2-4 weeks), clean lead lists (under 1% bounce rate), quality content, and reasonable sending volumes. Instantly's warmup network and monitoring tools maximize your chances.

Is Apollo's CRM good enough to replace Salesforce?

For small to mid-sized teams, Apollo's CRM can handle basic pipeline management, but it lacks the customization, automation, and enterprise features of Salesforce. Most larger organizations use Apollo alongside their existing CRM, leveraging bi-directional sync to keep data updated. Apollo works best as a sales engagement layer on top of your CRM.

How long does email warmup take?

Plan for minimum 2 weeks of warmup before sending cold campaigns, though 3-4 weeks is better for new domains. Start with 10 warmup emails per day and gradually increase. Instantly automates this process, but rushing warmup will damage your sender reputation. Keep warmup running even while sending campaigns for best results.

Which tool is better for LinkedIn outreach?

Apollo includes LinkedIn tasks in sequences and integrates with LinkedIn Sales Navigator, making it better for LinkedIn-heavy workflows. Instantly is email-only, though SMS and calls are mentioned as coming soon. For serious LinkedIn automation, consider Expandi or Reply.io as alternatives.

What's the minimum team size for Apollo to make sense?

Apollo works well for 1-5 person teams, but pricing becomes expensive beyond that. A solo founder can benefit from Apollo's free plan or Basic plan at $49/month. Teams of 6+ users should carefully calculate total costs including per-seat fees and credit consumption before committing. Agency teams should strongly consider Instantly's flat-rate pricing instead.