Apex Overlay — Our Own Campaign

We used Apex Overlay to run our own cold outreach — targeting agency founders and Instantly power users for beta access. Three email variants, one list, same sending schedule. The product optimising its own acquisition.

• A bad variant doesn’t just waste sends. It damages your sender reputation, triggers spam reports, and makes your next campaign harder to land in the inbox. At 24 emails a day this saved roughly 5 leads from a variant that was actively hurting deliverability. At 500 a day that’s a domain reputation problem.
• Instantly kills all but one variant overnight. That sudden shift from three email patterns to one is exactly what spam filters flag. Apex Overlay throttles gradually — keeping the sending pattern diverse enough to protect deliverability.