An agency needs more than a campaign editor. Client separation, permissions, mailbox operations, reporting, reply handling, and predictable project margins matter.
Six practical options
| Tool | Best for | Main limitation |
|---|---|---|
| Smartlead | Many clients and senders | Some agency features depend on plan or add-ons |
| Instantly | Broad outbound workspace | Subscription plus mailbox infrastructure choices |
| Woodpecker | Agency panel and white label | Agency features cost extra |
| Lemlist | Personalization and multichannel | Multichannel is priced per user |
| Mailshake | Straightforward sales engagement | Ready mailboxes are separate |
| Bulko | Managed SMTP and usage-based projects | No client workspaces or multichannel |
Public prices were checked on July 22, 2026.
1. Smartlead: operational scale
Smartlead targets high mailbox counts, warm-up, a unified inbox, and agency operations. Base starts at $39 for 6,000 sends; Pro starts at $94 for 90,000. Client workspaces and private infrastructure can depend on plan or add-ons.
2. Instantly: a broad outbound workspace
Instantly combines accounts, warm-up, campaigns, inbox, lead data, and AI tools. Growth is $47 per month for 5,000 emails and 1,000 uploaded contacts. It is a persistent workspace rather than usage-based managed SMTP.
3. Woodpecker: agency controls
Woodpecker combines controlled cold-email automation with an agency add-on. Its agency panel is $27 per active client and white label adds $5 per active client. Starter begins at $29 with monthly billing and includes 6,000 emails.
4. Lemlist: multichannel personalization
Email starts at $69 per month for 50,000 emails. Multichannel at $109 per user adds LinkedIn actions and calling. Lemlist fits agencies selling sophisticated personalized sequences, but cost grows with the team.
5. Mailshake: sales sequences
Starter costs $29 for 1,500 sends. Email Outreach at $49 adds unlimited sends, two email addresses, rotation, a unified inbox, and CRM integrations. Ready-to-use mailboxes are priced separately.
6. Bulko: usage-based projects
Bulko supplies a configured pre-warmed SMTP pool, list checks, content variations, reporting, reply collection, and API access. Packs start at $5 for 5,000 emails and credits do not expire. It is not a full agency suite: there are no separate client workspaces, white label, lead database, LinkedIn steps, or calling.
Agency selection checklist
- Can each client's data, domains, and reports be isolated?
- Who owns mailboxes and reputation after the contract ends?
- Are roles, audit history, API, and export available?
- How are users, contacts, clients, sends, and add-ons billed?
- Who manages consent, opt-outs, suppression lists, and provider policies?
Verdict
For continuous multi-client operations, start with Smartlead or Woodpecker. Choose Instantly for a broad outbound workspace, Lemlist for multichannel, and Mailshake for conventional sales engagement. Bulko makes sense when managed SMTP and usage billing matter more than client workspaces.
