people kept arguing in here about which sending platform is "the best" and i got tired of opinions so i just... tested it myself.
im the founder of a b2b saas (keeping it vague on purpose, sorry). 5 of us, $73k MRR, i do all outbound personally because we cant afford a dedicated SDR yet. every dollar in my stack comes out of product budget basically so i care a lot about what actually works vs what looks cool in a demo.
the test: same exact campaign, same copy, same list, sent from 3 platforms over 6 weeks. Instantly, Lemlist, and Reply.io. i wanted to know if the platform itself actually matters or if its all just infrastructure and copy.
BEFORE
i was running everything through Instantly because someone in a slack group told me it was the cheapest option for multi-inbox sending. and it is cheap. but my numbers were rough. 1.8% reply rate, open rates hovering around 38-41% depending on the week, and bounce rate sitting at like 4.2% which i now know is way too high. i was also warming up inboxes for only 10 days because i was impatient and wanted to start booking meetings yesterday.
the list was 2,400 contacts. mid-market ops leaders, director level and above. i used Clay to pull the initial list and Prospeo for email finding, then ran everything through ZeroBounce before sending. after verification i had about 2,100 usable contacts so i split them into 3 groups of 700 each.
same subject lines. same 3 step sequence. same sending schedule (8am-11am recipient timezone, weekdays only). only variable was the platform.
AFTER
ok so 6 weeks later here are the actual numbers.
Instantly: 44.1% open rate, 2.9% reply rate, 1.7% bounce rate. this was on 5 inboxes warmed for 21 days this time (learned my lesson from rushing warmup before, cost me 2 domains that got burned). sending 35/day per inbox. the deliverability dashboard in Instantly is honestly the best part of the product. the campaign builder UI is... fine. its fine.
Lemlist: 47.3% open rate, 3.4% reply rate, 1.4% bounce rate. same inboxes warmed for the same duration on Maildoso. lemlist surprised me here. the open rate bump might be noise but the reply rate was consistently higher across all 3 steps of the sequence. the liquid syntax stuff for personalization is nice but i didnt use it for this test since i wanted to keep variables controlled. costs more though, $59/mo per seat vs Instantly at $30/mo for the growth plan.
Reply.io: 41.8% open rate, 2.1% reply rate, 2.3% bounce rate. this one disappointed me. same list, same copy, worse results across the board. the bounce rate being higher on the same verified list is weird and i dont have a great explanation. maybe their sending infrastructure handles throttling differently? i tested it for the full 6 weeks and it never really caught up. the multichannel stuff in Reply.io is cool if you need linkedin + email in one place but for pure cold email it came in last.
so the winner was Lemlist by a decent margin. not massive but 3.4% vs 2.9% vs 2.1% reply rate on 700 contacts each is enough for me to care.
the thing i didnt expect: platform matters less than i assumed. the gap between first and third place was like 1.3 percentage points on reply rate. meanwhile when i fixed my warmup protocol (going from 10 days to 21 days) my reply rate on Instantly alone went from 1.8% to 2.9%. thats a bigger jump than switching platforms entirely. i spent weeks agonizing over which tool to use when the real problem was that i was being lazy about infrastructure.
my total monthly spend for outbound right now is about $280/mo. Lemlist seat, Maildoso for inboxes ($84/mo for 10), ZeroBounce credits, and Clay on the starter plan. thats it. for a company our size thats manageable but i feel it every month.
im sticking with Lemlist for now. the extra $29/mo over Instantly is worth the reply rate difference at my volume. if i was sending 10x more i might think differently because Instantly scales cheaper.
anyway thats basically it. the test took way longer than i wanted and i probably should have been doing product work instead but at least now i know
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