Best cold email software for agencies: how six tools handle agency clients and what each client line costs

Best cold email software for agencies by client model

For an agency that runs outbound for several clients, Woodpecker is the pick: its Agency Panel gives each client a sub-account for $27 a month per active client, as read on November 1, 2026, on monthly and annual billing alike. The six tools below keep clients apart by sub-account or workspace, by an unlimited-clients row, or by a team the client owns.

The Woodpecker button on this page opens its home page, where the 14-day trial starts.

Sub-accounts and workspaces: who holds the data

Woodpecker keeps each client in its own sub-account with separate account data. Clients connect mailboxes without sharing passwords and get view-only access, and one panel shows all client stats.

• Instantly: its help center says each workspace needs its own subscription; its Agency Portal, on Hypergrowth and Light Speed, lets clients use the agency's workspace and subscription but shows clients with Campaigns access every campaign in it.
• Reply.io: each client gets a separate workspace inside one organization, billed on one organization plan or on a plan for each workspace, a choice that is permanent.
• Saleshandy: its pricing table shows unlimited clients on every plan and separate teams on Scale only, while its help article limits clients to the number the plan allows.

Woodpecker's pricing page does not define an active client, and its help center does not say whether a switched-off client is billed.

White label cold email software: who sells it and at what price

Woodpecker's White Label add-on is $5 a month for each active client and is part of its Agency add-on. Smartlead charges $29 a month for each client workspace, white label included, from Pro up. Woodpecker white label software sets out what clients see.

• Reply.io: white label is an option in Agency Core with no price printed, and its comparison table prints a different Agency Core start than the $210 card, so ask Reply.io for a quote.
• Saleshandy: its pricing page lists whitelabel for agencies under Enterprise, and its help center lists it on Scale; ask Saleshandy which applies.
• Instantly: the Agency Portal is its white-label model, offered on Hypergrowth and Light Speed.

Woodpecker's help center says White Label can be tried through a dedicated Agency trial, separate from the standard trial of 14 days or 500 cold emails.

When the client should own the account

Mailshake's pricing page recommends that the client set up and pay for its own team, with the agency added as a user, and Mailshake takes payment up front with no free trial.

It sells the Agency Plan through sales; its help center describes combined billing with client data kept separate (article dated October 19, 2023).

Freelancers and small agencies with one or two clients

A freelancer with one client can run the plain Email plan, $39 a month billed monthly for 5,000 emails sent, with unlimited team members and connected mailboxes but no Agency Panel, or add one client line at $27 a month for $66 in total. The emails-sent pool is shared by every client. Cold email software cost works through one, three and five clients, and cold email agency pricing turns the totals into a client package.

Pick another tool in these cases:

• Smartlead for a high-volume agency: Unlimited Prime includes 3 client workspaces at $379 a month billed monthly with 500,000 sends; Smartlead vs Woodpecker compares the two.
• Mailshake when clients should own and pay for their own team.
• Instantly when clients only need to watch results in a portal under the agency's subscription.