The Ultimate Face-off: Lemlist vs. Gmass for Cold Emailing


If you’re in the market for a robust cold email software, both Lemlist and GMass offer compelling features. However, Lemlist pulls ahead with its advanced personalization options, multi-channel outreach, and AI-generated campaigns. While GMass excels in Gmail integration and real-time reporting, Lemlist offers a more comprehensive toolset for modern marketers. For a blend of versatility and advanced features, Lemlist is the stronger contender for your cold email campaigns.

Table of Contents

  1. Introduction
  2. Key Features: Where Lemlist and GMass Shine
  3. Pricing: Show Me the Money
  4. Pros and Cons: The Full Picture
  5. Feature-by-Feature Comparison: Lemlist vs. GMass
  6. Customer Support: Your Lifeline in the Digital World
  7. User Reviews: The Unsung Heroes
  8. FAQs: Clearing the Air
  9. Final Verdict: The Decision-Maker


Cold email marketing isn’t just about spraying and praying. It’s an art. And for this art, you need the right set of brushes—or, in this case, the right software. Lemlist and GMass offer a range of features that can help you become the Picasso of cold emails. But which one should you choose? Let’s get into it!

Key Features: Where Lemlist and GMass Shine

Both Lemlist and GMass come with their own sets of killer features that can make your cold email campaigns a roaring success. Whether it’s Lemlist’s multi-channel prospecting or GMass’s seamless link with Gmail, these platforms have you covered.

Lemlist’s Features and Their Benefits

Lemlist is no slouch when it comes to features. Let’s break them down.

Feature Benefit
Multi-Channel Prospecting Increases engagement by automating outreach across multiple platforms, including email, LinkedIn, and cold calls.
Advanced Personalization Captures attention by allowing highly personalized text, image, and video variables, boosting open and click-through rates.
Chrome Extension for LinkedIn Speeds up prospecting by allowing you to easily import LinkedIn contacts directly into your campaigns.
Smart Enrichment Finds more verified emails by leveraging multiple providers, thus expanding your potential reach.
AI-Generated Campaigns Takes the guesswork out of crafting effective campaigns by using AI to optimize messages for engagement and conversion.
Unlimited Emails Provides limitless opportunities by allowing you to send as many emails as you want, enabling multiple simultaneous campaigns.
Email Warm-Up with LemWarm Improves email deliverability by warming up your email domain, ensuring your messages reach the inbox instead of the spam folder.

Multi-Channel Prospecting

It’s 2023, and if you’re just sticking to emails, you’re missing out. Lemlist offers multi-channel prospecting, allowing you to automate not just emails, but also LinkedIn steps, cold calling, and even API steps.

Importance and Benefits

Multi-channel prospecting is like having multiple fishing lines in the water—you increase your chances of catching something. This feature allows you to cast a wider net by reaching out via email, LinkedIn, cold calls, and even API steps. More channels mean more touchpoints, more engagement, and ultimately, more conversions.

Real-Life Example

Imagine you’re a digital marketing agency. Your first touchpoint could be a cold email, introducing your services. Two days later, an automated LinkedIn message could go out, sharing an insightful article on SEO. Then, a week later, an automated cold call could provide a more personal touch. The result? A warm lead that’s ready to talk business.

Advanced Personalization

“Hey [First Name], wanna buy my stuff?” won’t cut it anymore. Lemlist offers advanced personalization, making your outreach as unique as a snowflake. You can include automated text variables, image variables, website and even video variables. 

Importance and Benefits

Personalization is the name of the game in today’s digital marketing landscape. Gone are the days when a simple “Hi [First Name]” would suffice. Advanced personalization allows you to capture attention and stand out in a crowded inbox, increasing your email open rates and click-through rates.

Real-Life Example

You’re a SaaS company targeting e-commerce businesses. Your email could feature an image with the lead’s website screenshot, their logo, and a personalized message saying, “Here’s how [Your Software] can boost your online sales by 30%.”

Chrome Extension for LinkedIn

Remember the days of manually copying LinkedIn profiles? Those days are over! Lemlist’s Chrome extension lets you collect individual or entire lists of contacts from LinkedIn and import them directly into your campaign.

Importance and Benefits

Manually copying and pasting LinkedIn profiles is a time-sink. The Chrome extension for LinkedIn speeds up your prospecting process, letting you focus on crafting compelling messages instead.

Real-Life Example

You’re a recruitment agency. With a simple click, you import a list of software developers from LinkedIn into your Lemlist campaign. Now you can send targeted emails offering new job opportunities that fit their skill sets.

Smart Enrichment

The Smart Enrichment feature is like a truffle pig for email addresses. If one provider fails to find a verified email, Lemlist leverages other providers, increasing the chances of hitting the jackpot by 30-50%.

Importance and Benefits

Smart Enrichment is like your personal detective. It hunts down email addresses that other platforms can’t, giving you a more extensive list of verified contacts. This increases your potential reach and the overall effectiveness of your campaigns.

Real-Life Example

You’re targeting CFOs in the tech industry. One provider couldn’t find the email address of a key contact. But thanks to Smart Enrichment, Lemlist digs deeper and finds it for you. You add that email to your campaign, and boom—you just landed a meeting with a decision-maker.

AI-Generated Campaigns

If you’re not a wordsmith, no worries. Lemlist’s AI can cook up some smart campaigns for you. Just provide the ingredients—your goals, target audience, etc.—and let the machine do its magic.

Importance and Benefits

Creating a cold email campaign that hits all the right notes can be tough. AI-generated campaigns take the guesswork out, crafting messages that are optimized for engagement and conversion.

Real-Life Example

You’re a freelance graphic designer with zero copywriting skills. Lemlist’s AI helps you craft a campaign that showcases your portfolio and explains your services in a way that resonates with potential clients.

Unlimited Emails

Why put a cap on success? Lemlist lets you send unlimited emails. 

Importance and Benefits

Unlimited emails mean unlimited opportunities. No need to prioritize one campaign over another; you can run multiple campaigns simultaneously to different target audiences.

Real-Life Example

You’re a startup with a limited budget. Lemlist’s unlimited emails feature allows you to reach out to investors, potential customers, and partners without worrying about hitting an email cap.

Email Warm-Up with LemWarm

Nobody likes a cold reception. LemWarm warms up your email domain by automating interactions with other Lemlist users.

Importance and Benefits

Warming up your email ensures better deliverability. With LemWarm, you don’t have to worry about your emails ending up in the spam folder, which is crucial for the success of your cold email campaigns.

Real-Life Example

You’re launching a new online course. A warmed-up email domain ensures your launch emails actually reach the inboxes of interested learners, leading to higher enrollment rates.

GMass’s Features and Their Benefits

GMass isn’t just playing defense; it’s got some solid features of its own. Let’s explore.

Feature Benefit
Mail Merge with Google Sheets Simplifies personalization by directly pulling data from Google Sheets, streamlining your workflow.
Bypass Gmail’s Limitations Increases your campaign’s reach by cleverly dodging Gmail’s sending limits, ensuring all intended recipients get your emails.
Behavior-Based Campaigns Enhances targeting by segmenting your audience based on past interactions, allowing for more focused follow-ups.
Works Directly in Gmail Saves time by functioning within the familiar Gmail interface, eliminating the need to learn a new platform.
Automatic Reply Management Automatically sort and prioritize incoming replies with the help of The Reply Project for efficient response management.
Real-Time Advanced Reporting Empowers you with real-time insights into your campaign’s performance, facilitating data-driven decisions.
Email Polling Enables quick feedback collection by adding 1-question surveys to your campaigns, providing valuable insights.
Automated Unsubscribe Management Maintains a clean email list by automatically managing unsubscribes, ensuring more accurate metrics and focused campaigns.

Mail Merge with Google Sheets

Your data lives in Google Sheets, and GMass knows it. Connect your sheets to GMass and personalize your emails based on any column. It’s like your spreadsheet is talking directly to your email campaign.

Importance and Benefits

Google Sheets is the Swiss Army knife of spreadsheets. The ability to seamlessly integrate it with your email tool simplifies your workflow and enhances personalization.

Real-Life Example

You’re a real estate agent with a list of potential buyers in a Google Sheet. Each column contains info like budget, preferred location, and home type. GMass pulls this data to send highly personalized emails, increasing the chances of closing a deal.

Bypass Gmail’s Limitations

GMass knows how to sneak past the bouncer. If you’re sending to over 500 people, or 2,000 for Google Workspace, GMass will automatically spread the emails or use an SMTP server to dodge Gmail’s limitations.

Importance and Benefits

Email sending limits can stifle your campaign’s reach. GMass sidesteps these limitations, ensuring your campaign reaches all its intended recipients.

Real-Life Example

You’re running a Black Friday campaign for your e-commerce store. You have 5,000 people on your mailing list. GMass ensures that everyone gets your promotional emails, increasing your potential revenue.

Behavior-Based Campaigns

Send. Open. Click. Repeat. GMass’s behavior-based campaigns let you segment your audience based on their previous interactions. 

Importance and Benefits

Understanding user behavior lets you fine-tune your campaigns. With behavior-based segmentation, you can send targeted follow-ups that resonate with each segment, increasing engagement and conversions.

Real-Life Example

You’re a B2B company that just sent out a product demo email. Using behavior-based campaigns, you send a detailed feature list to those who opened the email, and a discount offer to those who didn’t.

Works Directly in Gmail

No new dashboard to learn, no new interface. GMass operates right within your Gmail.

Importance and Benefits

Learning a new platform takes time. GMass saves you that time by functioning within the familiar Gmail interface, making it easier to manage your campaigns.

Real-Life Example

You’re a small business owner who already uses Gmail for everything. With GMass, you can manage your cold email campaigns without ever leaving your inbox.

Automatic Reply Management

Imagine having a personal assistant who sorts your email replies. GMass does just that—separating genuine replies from auto-responders and even gauging the tone of the email. Additionally, GMass offers a specialized tool called The Reply Project to help you efficiently manage and respond to these replies.

Importance and Benefits

Sorting through replies manually is cumbersome. Automatic Reply Management keeps your inbox organized, helping you focus on genuine leads and facilitating quick responses. 

Real-Life Example

You’re running a webinar. Automatic Reply Management filters out the “I can’t attend” responses, allowing you to focus on engaging with those who are genuinely interested.

Real-Time Advanced Reporting

Want to know how your campaign is doing? Check real-time advanced reports directly in Gmail or on GMass’s web dashboard.

Importance and Benefits

Knowledge is power. Real-time advanced reporting provides insights into your campaign’s performance, helping you make data-driven decisions.

Real-Life Example

You’re an NGO seeking donations. Real-time reports show that emails with video content have higher engagement. You pivot and include more video content in your follow-up emails.

Email Polling

A quick question can provide a world of insights. GMass allows you to add 1-quick question surveys to your campaigns, making feedback collection a breeze.

Importance and Benefits

Feedback is crucial for improvement. Email polling is a quick and straightforward way to collect valuable insights from your audience.

Real-Life Example

You’re a fitness coach offering various workout programs. A one-question poll at the end of your emails can help you understand what your clients are looking for, allowing you to tailor future programs.

Automated Unsubscribe Management

Unsubscribes are a part of life. GMass automatically manages them for you, so you can focus on those who are actually interested.

Importance and Benefits

Unsubscribes can clutter your list and distort metrics. Automated Unsubscribe Management keeps your list clean and your metrics accurate.

Real-Life Example

You’re a digital magazine publisher. Automated Unsubscribe Management ensures that your list remains up-to-date, so you can focus on creating content for those who are truly interested.

Pricing: Show Me the Money


Lemlist offers different pricing tiers based on your needs. Here’s a quick rundown:

Plan Cost Per Month Per Seat (If Billed Monthly) Cost Per Month Per Seat (If Billed Yearly) Features Included
Email Outreach Plan $59 $50 250 tokens, unlimited workflows and emails
Sales Engagement Plan $99 $83 500 tokens, all Email Outreach Plan features and more
Enterprise Custom Custom All Email Outreach plans plus a dedicated account manager and more.

For a detailed breakdown of what each plan offers, check out below: 


GMass also offers flexible pricing options, catering to both small businesses and large enterprises:

Plan Cost Per Month Cost Per Year Features Included
Free Plan $0 $0 All features with a sending limit of 50 email messages per day
Standard Plan $19.95 per user $199 per user Gmail integration, unlimited contacts and campaigns, mail merge personalization
Premium Plan $29.95 per user $299 per user Includes everything in the Standard plan plus A/B testing, sequences and follow-ups
Enterprise Plan $49.95 per user $499 per user All features

For a detailed breakdown of what each plan offers, check out below: 

Pros and Cons: The Full Picture



  • Advanced personalization options
  • Multi-channel prospecting
  • AI-generated campaigns
  • Simple and attractive user interface


  • Slightly steeper learning curve
  • No native Gmail integration
  • Some users faced billing issues like double charges
  • No free plan 



  • Mass Distribution of emails
  • Works directly in Gmail
  • Starting at $19.95/month, it’s easy on the pockets.
  • Has a user-friendly interface 
  • Offers feature-rich free plan
  • Automatic management of replies. 


  • Limited to Gmail’s ecosystem
  • No multi-channel prospecting

Feature-by-Feature Comparison: Lemlist vs. GMass

To make your decision easier, here’s a side-by-side comparison of their key features, free trials and costs. 

Feature/Aspect Lemlist GMass
Advanced Personalization with Video Variables Yes No
Mail Merge with Google Sheets Yes Yes
Multi-Channel Outreach Yes No
Bypass Gmail’s Limitations No Yes
Unlimited Emails Yes No
Behavior-Based Campaigns No Yes
AI-Generated Campaigns Yes No
Real-Time Advanced Reporting No Yes
Has Native Integration with Gmail No Yes
Automatic Reply Management No Yes
Smart Enrichment Yes No
Chrome Extension for LinkedIn Yes No
Email Warm-Up Yes No
Email Polling No Yes
Automated Unsubscribe Management No Yes
A/B Testing Yes Yes
Free Trial 14 days No
Free Plan No Yes
Cost Per Month Per User $19.95 – $49.95 $59/$99

Customer Support: Your Lifeline in the Digital World

Both platforms offer robust customer support, but with slight differences:


  • Email Support
  • Live Chat: Yes, typically in 15 minutes. 


  • Email Support: Available for all plans, including the free version.
  • Live Chat: None.

User Reviews: The Unsung Heroes

Real users often provide the most honest insights:


G2 Review

⭐️4.2 out of 5


G2 Review

⭐️4.7 out of 5

FAQs: Clearing the Air

Q: Can I integrate CRM with these platforms?

  • Lemlist: Yes, with platforms like Salesforce and HubSpot.
  • GMass: No. 

Q: Do both tools offer Zapier integration?

  • Yes, both platforms offer Zapier integration for expanded apps. 

Q: Does GMass offer A/B testing?

  • Yes, GMass provides A/B testing options to optimize your campaigns.

Q: Is GMass only for Gmail users?

  • Yes, GMass is designed to work within the Gmail platform.

Final Verdict: The Decision-Maker

Alright, let’s get down to brass tacks. You’ve seen the features, the benefits, and even the pricing. Now it’s time for the million-dollar question: Lemlist or GMass, which one should you go for?

Features & Flexibility

If you’re an aficionado of advanced personalization, especially with video variables, Lemlist is your clear winner. It’s also the tool for you if multi-channel outreach is your jam—something GMass doesn’t offer. However, if you’re glued to Gmail and want real-time advanced reporting, behavior-based campaigns, and automatic reply management, then GMass shines brighter.

Budget & Pricing

When it comes to cost, GMass offers a free plan while Lemlist starts at $0 and can go up to $49.95 per month per user. GMass, on the other hand, has no free trial but offers plans at $59 and $99 per month per user. It’s a question of initial investment versus feature set. If you want a free plan, GMass is your go-to. But if you’re all about those advanced features, Lemlist provides more bang for your buck.

Free Trials and Tests

Lemlist gives you a 14-day free trial, allowing you to test the waters before you dive in. GMass doesn’t offer a free trial but does have a free plan which includes all features. Both offer A/B testing, which means you can optimize your campaigns for better results, regardless of the platform you choose.


Both tools offer Zapier integration, giving you the flexibility to connect with various apps. However, if integrations are a big deal for you, Lemlist trumps GMass by offering a broader range of native integrations.

The Bottom Line

Both Lemlist and GMass are fantastic tools, but they cater to different needs and preferences. If you’re a marketer who thrives on multi-channel outreach, craves advanced personalization, and is okay with a bit of a learning curve, Lemlist is your go-to. On the flip side, if you want a tool that integrates seamlessly with Gmail, offers real-time reporting, and fits a tight budget, GMass is your ideal pick.

So, there you have it—a down-and-dirty, no-holds-barred comparison. May your choice lead you to cold email nirvana! 🚀

Own Opinion

If I had to roll up my sleeves and get into the cold email trenches, I’d lean towards Lemlist. Here’s why:

  1. Advanced Personalization: In a world where everyone’s inbox is swamped, standing out is crucial. Lemlist’s ability to personalize with text, image, and even video variables is a game-changer.
  2. Multi-Channel Outreach: Why put all your eggs in one basket? Lemlist lets you reach out via email, LinkedIn, and even cold calls, all automated. That’s like hitting your prospects from all angles—a full-court press!
  3. AI-Generated Campaigns: Look, not all of us are born copywriters. The ability to have campaigns generated by AI? That’s like having a digital Don Draper crafting your pitches.
  4. Smart Enrichment: The more, the merrier. Being able to scrape 30-50% more valid emails? That’s not just a feature; that’s a superpower.
  5. Unlimited Emails: In the game of numbers, unlimited emails give you an unlimited number of shots at hitting your target.

Sure, GMass has its perks, especially if you’re a Gmail die-hard. But when it comes to the sheer firepower you’d want in a cold email campaign, Lemlist packs a heavier punch. So, for me, it’s Team Lemlist all the way! 🥊

For a broader perspective on cold email tools, feel free to dive into our comprehensive list of the 22 best cold email tools.

Further Reading:

Hungry for more insights? Don’t miss our other head-to-head reviews of cold email tools to make your outreach game unstoppable! Check out these articles:

Philip Ilic

Philip Ilic

B2B Growth Specialist

Phil helps B2B SaaS companies with growth marketing and is a deep specialist in Linkedin advertising and paid social more generally (Facebook, Twitter, LinkedIn). He runs a paid social agency called and is the founder of


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