Lemlist vs Apollo: pricing, features and which is better

Lemlist and Apollo land on the same shortlist because both promise the whole outbound motion in one login: find the contact, verify it, put it in a sequence, send. They arrive there from different directions. Apollo grew out of a very large B2B contact database and added sequencing, a dialer and deal management on top, so it reads like a sales platform. Lemlist grew out of cold email personalization and added a lead database later, so it reads like an outreach tool that happens to carry data.

That history shows up in the invoice, and the invoice is usually what decides it. Apollo bills per seat plus credits, so both headcount and data usage push the number up. Lemlist splits its plans by channel instead: the Email plan is flat and covers unlimited users, while the Multichannel plan goes back to per-seat pricing. The result is a genuine crossover point rather than one tool simply being cheaper, and the table below works through it with figures verified first-party on both vendors on August 30, 2026.

One thing neither does is write the sequence for you. Both ship AI that drafts a subject line or rewrites a paragraph, and both still expect you to author the campaign. That is the gap AutoMail fills, so it appears as an honest third column rather than a footnote.