B2b Cold Email

Instantly Cold Email (API v2)

Create and manage Instantly.ai cold outreach campaigns: sequences, leads, sending accounts.

Many "intuitive" details are wrong. Every gotcha in Common pitfalls is something this skill author hit on a live campaign. Read that section first when something doesn't work.

API basics

• Base URL: https://api.instantly.ai/api/v2
• Auth: Authorization: Bearer $INSTANTLY_API_KEY
• Key location: env var INSTANTLY_API_KEY (Instantly → Settings → Integrations → API; never hardcode)
• Rate limit: 10 req/sec total. For bulk ops (>1000 leads) throttle to ~5 RPS.
• Pagination: cursor starting_after + next_starting_after in response.

INST_KEY=$INSTANTLY_API_KEY

Campaign creation workflow

1. Confirm sending account ready (/accounts) — daily_limit, stat_warmup_score.
2. Create campaign (POST /campaigns) with sequences + schedule.
3. Upload leads with custom vars (POST /leads/add).
4. Verify lead-campaign binding (via /leads/list search filter).
5. User activates (POST /campaigns/{id}/activate) — never auto-activate.

1) Create campaign

payload = {
  "name": "Cold — Offer A — 2026-05",
  "email_list": ["you@yourdomain.com"],
  "campaign_schedule": {
    "schedules": [{
      "name": "BC weekday hours",
      "timing": {"from": "09:00", "to": "17:00"},
      "days":   {"1": True, "2": True, "3": True, "4": True, "5": True},
      "timezone": "America/Dawson"
    }]
  },
  "sequences": [{
    "steps": [
      {"type":"email","delay":3,"variants":[{"subject":"{{subjectLine}}","body": STEP1_HTML}]},
      {"type":"email","delay":3,"variants":[{"subject":"",               "body": STEP2_HTML}]},
      {"type":"email","delay":0,"variants":[{"subject":"",               "body": STEP3_HTML}]}
    ]
  }]
}
requests.post(f"{API}/campaigns", headers=H, json=payload)

Key points:

• campaign_schedule is an object {schedules: [...]}, not a bare array. Inner: timing.from/to (24h "HH:MM"), days is a {"1": true, ...} dict (Monday=1), timezone (see timezone whitelist).
• type is lowercase "email" (uppercase 400s).
• Subject + body live inside variants: [{subject, body}], not flat on the step.
• delay semantics — see step delay below. Set delay on the LAST step to 0; setting first step delay to 0 fires step 2 immediately = duplicate spam.
• Empty subject: "" on follow-up steps = reply thread (same subject as step 1).
• Only sequences[0] is used. Don't add more.

2) Upload leads — correct endpoint is /leads/add

body = {
  "campaign_id": campaign_id,
  "leads": [{
    "email":        "lead@example.com",
    "first_name":   "John",
    "last_name":    "Doe",
    "company_name": "Acme Corp",
    "phone":        "+15551234567",
    "custom_variables": {"hookParagraph": "Saw your Strathcona listing — sharp ask."}
  }],
  "skip_if_in_workspace": False,   # see flag semantics below
  "skip_if_in_campaign":  False
}
r = requests.post(f"{API}/leads/add", headers=H, json=body)
# response: {status, leads_uploaded, duplicated_leads, skipped_count, invalid_email_count, created_leads}

• Endpoint is POST /leads/add. /leads/bulk-add returns 404 (the skill docs floating around show this — wrong).
• Suggested chunk size: 100 leads/request (works comfortably under any rate limit and gives smaller failure blast radius).
• For larger lists, paginate and time.sleep(0.4) between chunks.

Dedup flag semantics — both default to false on Instantly's side; be explicit:

For fresh campaign uploads where workspace may have prior versions of the same leads: both flags → False (the "force-add" path).

3) Verify lead binding

/leads/list returns leads but its campaign_id query param is silently ignored — filter client-side via lead.campaign == cid. Search a specific email instead:

r = requests.post(f"{API}/leads/list", headers=H,
                  json={"search": email, "limit": 10})
for l in r.json().get("items", []):
    if l["email"].lower() == email.lower() and l.get("campaign") == campaign_id:
        # bound, good
        print(l["payload"])  # custom vars are stored here as flat keys

A lead's campaign field is None if it lives in workspace but isn't attached to any campaign — usually a sign upload failed silently or used wrong endpoint.

4) Activate (USER ACTION ONLY)

curl -X POST "https://api.instantly.ai/api/v2/campaigns/$CID/activate" \
  -H "Authorization: Bearer $INST_KEY"

Never auto-activate cold campaigns. Hand the curl back; let the user run it. Blast radius (domain reputation, spam complaints) is asymmetric.

Template variables

Built-in (from lead fields)

Note: variables are camelCase, not snake_case. {{first_name}} does NOT render.

Custom variables

Set under custom_variables on upload — Instantly stores them flat into payload:

"custom_variables": {"hookParagraph": "Saw your ...", "subjectLine": "your Strathcona listing"}

Reference in body/subject as {{varName}} — NOT {{custom.varName}} (skill docs floating around show this, wrong, the sanitizer keeps the literal text but it never resolves to anything).

Verify a stored variable on a lead:

lead["payload"].get("hookParagraph")  # flat key, no "custom." prefix

Per-lead update (PATCH)

requests.patch(f"{API}/leads/{lead_id}", headers=H,
               json={"custom_variables": {"subjectLine": "your Strathcona listing"}})
# 200 with merged payload back

PATCH merges custom_variables — existing keys are preserved unless overwritten.

HTML sanitizer — variables must be inside an element

Instantly's PATCH on /campaigns/{id} runs a sanitizer that drops raw text outside of HTML elements.

<!-- WRONG — {{hookParagraph}} is stray text between <p> tags, gets stripped silently -->
<p>Hi {{firstName}},</p>{{hookParagraph}}<p>I'm Dan…</p>

<!-- RIGHT — wrap in a paragraph or span -->
<p>Hi {{firstName}},</p>
<p>{{hookParagraph}}</p>
<p>I'm Dan…</p>

If hookParagraph is empty for a lead, the rendered email shows an empty <p></p> — a small blank line. Acceptable; Instantly v2 has no conditional template support.

Step delay — "this step → next step" gap

Instantly's UI label is "Send next message in N days". The delay field stores that gap.

For 3-step sequence with 3-day spacing:

[
  {"type":"email","delay":3, ...},   # step 1 fires immediately on activate; step 2 fires +3d
  {"type":"email","delay":3, ...},   # step 3 fires +3d after step 2
  {"type":"email","delay":0, ...}    # last step, value irrelevant — but set to 0 to avoid confusion
]

Bug pattern: step1.delay=0 makes step 2 fire the same minute as step 1 — recipients get hit twice in the same email thread instantly. Always delay=3 (or whatever cadence) on step 1.

Schedule timezone — whitelist quirk

Instantly's schedule timezone validates against a whitelist that rejects America/Vancouver and America/Los_Angeles. Use America/Dawson (Yukon, fixed UTC-7) for Pacific Time scheduling — fires at the right local hours year-round.

Full memory note: reference_instantly_timezone_quirk.md if working in this user's environment.

Updating campaigns — PATCH replaces, doesn't merge

PATCH /campaigns/{id} with {"sequences": [...]} replaces the entire sequences array. Passing a single-step sequences overwrites a 3-step setup and silently destroys 2 steps of copy.

Always GET-then-modify:

g = requests.get(f"{API}/campaigns/{cid}", headers=H).json()
steps = g["sequences"][0]["steps"]
# mutate `steps` in place — change subject/body/delay
g_steps_new = []
for i, s in enumerate(steps):
    v = s["variants"][0]
    g_steps_new.append({
        "type": "email", "delay": s["delay"],
        "variants": [{"subject": v["subject"], "body": v["body"]}],
    })
requests.patch(f"{API}/campaigns/{cid}", headers=H,
               json={"sequences": [{"steps": g_steps_new}]})

The same applies to campaign_schedule — pass the whole object, not partial.

Sending account management

# list all
curl -s "$API/accounts?limit=100" -H "Authorization: Bearer $INST_KEY"

# get one (path uses EMAIL, not id — even though docs say id)
curl -s "$API/accounts/you@yourdomain.com" -H "Authorization: Bearer $INST_KEY"

# bump daily limit
curl -X PATCH "$API/accounts/you@yourdomain.com" \
  -H "Authorization: Bearer $INST_KEY" -H "Content-Type: application/json" \
  -d '{"daily_limit": 50}'

Key fields on the GET response:

• daily_limit — campaigns share this across the workspace per sender. Two campaigns on the same sender will split the cap, not double it.
• stat_warmup_score — 100 means warmed up and ready. 0-50 = keep warming.
• warmup_status: 0 means warmup is inactive (either not started yet OR completed). Cross-check with timestamp_warmup_start + stat_warmup_score.

Common pitfalls

Endpoint reference (validated 2026-05-11)

Lead status codes (from lead.status)

• 1 — active
• 2 — paused / not contacted
• 3 — replied
• 4 — bounced
• (more — search Instantly community for full table)

Campaign status codes (from campaign.status)

• 0 — draft
• 1 — active (sending)
• 2 — paused
• 3 — completed (all leads finished)
• 4 — archived

Doc provenance

Validated against live API by author 2026-05-11. The skill carried inherited mistakes from older v1 docs and a misread "skill template" — all corrected here. When in doubt, hit the endpoint, look at the response, and update this file.