GMass pricing, and the part a pricing page cannot tell you

You have decided to do your own cold email. You have landed on a tool that works inside Gmail, and you want to know the monthly number before you commit. That is a reasonable way to start, and it is also the cheapest decision you will make this quarter.

I run a company that competes with some of the tools named below, so read this with that in mind. What I can give you that a pricing page cannot is the rest of the bill: the work the subscription does not do, and the figures I checked on the same day across this whole market.

A disclosure, and a number I do not have

Klientee is my product. It appears in the comparison further down with the same four facts as everything else, including who should not buy it.

On 29 September 2026 I had a headless browser load the public pricing pages of a set of tools in this market, wait for them to render, scroll, and read the visible text. GMass was not in that batch. So I have no captured GMass figure, and I am not going to reconstruct one from memory or from a third-party listing. A wrong price is the one mistake that costs me a reader for good.

Read it on their own pricing page. That is the only version that is current anyway, and prices in this category moved more than once in 2026.

What I can tell you is what shape of product you are buying, which is the part most people get wrong before they pay for anything.

Three different products get compared as if they were one

Tools in cold email come in three shapes, and they are not substitutes.

• Data and enrichment. Clay, Apollo, ZoomInfo, Lusha. They hand you rows. You still decide who is worth writing to, write it, prepare mailboxes and send.
• Sending. lemlist, Instantly, Smartlead, Saleshandy, Woodpecker, and anything that sends sequences from your own Gmail. You bring the list and the words.
• End to end. AiSDR, Regie.ai, Explee, Artisan, 11x, and Klientee. They read a site or a brief, choose targets, write, and send.

A Gmail-based sender sits in the second group. That is not a criticism, it is the whole point of it: it puts a mail merge and a sequence engine where your mail already is, and it sends through your own Google account. If you have the list and you have the copy, the second group is exactly what you should be paying for, and you should pay as little as possible for it.

If you do not have the list and the copy, the subscription is not the expensive part of what you are about to attempt.

The prices I did check, on 29 September 2026

Method, stated plainly so you can judge it: headless Chromium, page loaded and scrolled, visible text read. It has a real limit. Some pages block automated reading, and some show nothing without clicking a toggle, a slider or a demo request. Where that happened I say only that I could not read a price on that date, not that the vendor hides them. If any of these is wrong, write to me and I will correct it.

Prices checked on 29 September 2026.

Sending

• Instantly: $47, $97 and $358 per month.
• Smartlead: $32 and $59 per month, with a third tier shown at $78. Add-ons priced separately at $59, $39 and $29.
• Saleshandy: on annual billing, $34, $76 and $149 per month, billed $408, $912 and $1,788 a year. On monthly billing, $41, $99 and $189.
• lemlist and Woodpecker: I could not read a public price on their pricing pages on that date. Woodpecker's page rendered and offered a demo request; no figure appeared in the text I could read.

Data and enrichment

• Clay: $113, $135, $167, $180, $185, $261 and $1,913, plus credit pricing at $0.01 and $0.05. A demo request sits alongside the published tiers.
• ZoomInfo and Lusha: blocked. Sixteen words rendered on one, a hundred and nineteen on the other. No price read.

End to end

• AiSDR: $250, $900 and $2,500 per month. Their page states a per-campaign managed service at plus $149 per campaign, and a fully managed service at plus $2,500 a month. Other figures on the page: from $349 a month, from $94 a month, from $59 per user per month.
• Regie.ai: $0, $41, $49, $125 and $150. A free tier exists.
• Explee: credit-based rather than per seat. $30 to try it, line items from $1 to $15, and repeated "from $5 per 1k" and "from $10 per 1k" pricing.
• Artisan and 11x: I could not read a public price on that date. One Artisan capture returned the page with a book-a-demo call to action and no figure; two later captures returned almost nothing.
• Salesloft and Outreach: rendered, demo request, no figure.

Two things are visible in that list even without a GMass row. Sending is cheap, roughly thirty to a hundred dollars a month for a small firm. And the moment a tool takes on the deciding and the writing, the number multiplies.

The costs that are not on any pricing page

Three of them, in the order they usually bite.

Deciding who to write to. This is hours of your week, and it is the part that determines whether anything works. A list was never the hard part. Writing to the wrong forty people with a perfect sequence produces nothing, and no subscription fixes it.

Your domain. A tool that sends through your own Gmail means your sending reputation and your invoices share a mailbox and a domain, unless you deliberately set up a separate domain and separate mailboxes for prospecting. The thing to be afraid of here is not a regulator. It is a Google Workspace account in trouble and your quotes not arriving. If you go this route, budget for the second domain and the warming period before you budget for the software.

Writing it. A head of an M&A consultancy put the constraint better than any vendor has: "We can either deliver or do prospecting, but rarely both at the same time." Nothing in the thirty-dollar tier changes that sentence.

The quarter the subscription sits idle

This is the cost I did not expect to matter most, and it is measurable.

Across eleven years of the United States Census services series, the first quarter runs at 96.0 against the fourth quarter at 104.6. January to March is the slack stretch for service firms, which means the work you need to have done in January is prospecting you had to do in November, during your busiest weeks.

An agency owner described the result:

When I stop outreach, leads stop completely. It feels like I restart the business every 30 days.

A tool you operate yourself only runs in the months you have time, and those are exactly the months you do not need it. That is the real comparison to make: not forty-seven dollars against thirty-two dollars, but a cheap tool that runs four months a year against a more expensive arrangement that runs twelve. If your referral flow has gone irregular rather than disappeared, the timing is the thing that broke, not the volume. I wrote about that mechanism in why your best clients stopped referring you.

Which one fits, including when mine does not

A Gmail-based sender, or any tool in the sending group. What it does: sends sequences from your mailbox. What it costs: see their pricing page for GMass; roughly $32 to $97 a month for the others I checked. Who it fits: you already know who you are writing to, you write well, and you want the cheapest reliable way to send. Who should not buy it: anyone hoping the tool will decide the targeting, because it will not and does not claim to.

Clay and the data tools. What they do: hand you rows and enrich them. What they cost: $113 upward, plus credits. Who they fit: someone who will do the deciding and the writing, and wants better raw material. Who should not buy them: a two-person firm with no one to operate the rows.

Klientee. What it does: reads your site, works out who pays you and why, finds decision-makers who resemble those customers, writes, and sends from your own mailboxes. What it costs: $149, $349 and $749 a month per site, published, no credits, no per-action billing, no per-seat multiplication. Who it fits: a small B2B service firm with no salesperson, where prospecting stops the moment a project starts. Who should not buy it: a firm with a full order book and a referral engine that still works on schedule, anyone who already employs someone whose job is prospecting, anyone who wants to approve every word of every email before it leaves, and anyone selling to consumers. If that first description is you, Klientee is the honest answer, and the first proof is free and needs no account: you type your website address and read what it understood about your business, every claim backed by an extract from your own pages.

One of the sharpest things a small-business owner has said about cold email, including mine, is this:

If you were good, we would have found you and hired you already.

It is wrong, and it is wrong in a way worth naming. Buyers do not run searches. They ask the two people they trust, and the person they trust was busy, or thought of someone else, or recommended you in March when the budget was closed in March.

What I would do in your position

Go read the GMass page and the two or three others in the sending group, pick the cheapest one that does what you need, and buy it. Then write down, honestly, who is going to spend four hours a week choosing targets and writing. If the answer is you, and you are also the person who delivers the work, you have found the real constraint, and it is not priced in dollars a month.

Axel Joseph Auguste