In partnership with
Cold outreach has entered a new era — one where plain-text messages fight for attention against automated sequences, AI-generated scripts, and increasingly skeptical buyers. In this crowded environment, GTM teams need an edge that cuts through the noise.
One of the most effective (and underused) tools today is video inside cold emails. Not attachments. Not long productions. Simple, short, personalized videos that instantly build trust.
When done well, video transforms an outbound email from “just another sales message” to “something worth clicking.”
This edition explores why video is effective, the psychology behind its high engagement, and how GTM teams can implement it without friction.
Get the investor view on AI in customer experience
Customer experience is undergoing a seismic shift, and Gladly is leading the charge with The Gladly Brief.
It’s a monthly breakdown of market insights, brand data, and investor-level analysis on how AI and CX are converging.
Learn why short-term cost plays are eroding lifetime value, and how Gladly’s approach is creating compounding returns for brands and investors alike.
Join the readership of founders, analysts, and operators tracking the next phase of CX innovation.
Why Video Works in Cold Outreach
1. Video humanizes the sender
Cold email defaults to low trust. A video immediately resets the frame.
Prospects can see the person behind the message — tone of voice, body language, authenticity.
This single shift drastically increases the likelihood of engagement.
2. It reduces cognitive load
A 45-second video is easier to digest than a 200-word explanation.
Prospects don’t have to parse complex value props; they simply watch and absorb.
Friction goes down. Clicks go up.
3. It creates pattern disruption
People get hundreds of text-based emails a week.
They rarely see video.
A thumbnail with a play button is a proven scroll-stopper. Even if the prospect doesn’t watch the entire video, the act of clicking already boosts your engagement signals and deliverability.
4. Personalization becomes obvious, not claimed
Every salesperson says their email is “personalized.”
But only a video shows it.
Holding up the prospect’s website on screen, referencing their latest product update, or mentioning a recent funding announcement makes the personalization undeniable.
5. It increases conversion across the funnel
Video doesn't just improve click-through rates — it improves downstream metrics:
More replies
Longer conversations
Higher-quality meetings
Reduced no-show rates
Faster trust-building
Cold outreach becomes warmer, faster.
The Data Behind Video Engagement
Across GTM teams using simple video tools (Loom, Vidyard, Sendspark):
Emails with video thumbnails get 2–3x higher click-through rates
Personalized videos get 4–5x more replies
Prospects watch an average of 40–60% of a well-crafted cold outreach video
Meeting booking rates increase by 15–25% when video is included in early outreach
Why? Because video compresses the rapport-building process.
A prospect who has seen your face before the first call feels like they already know you.
How to Use Video Effectively in Cold Emails
1. Personalize the first 10 seconds
Start with the prospect’s name, role, or company.
Example:
“Hey Sarah, I pulled up your onboarding flow because I noticed something interesting…”
This anchors the video in relevance.
2. Keep it under 60 seconds
Shorter = higher completion.
Focus on one clear idea:
A quick insight
A specific recommendation
A targeted problem
A contextual opportunity
Think micro-pitch, not demo.
3. Use a compelling thumbnail
The thumbnail determines whether they click.
Use:
A freeze-frame with you holding a whiteboard with their name
A screen-share of their website
A big play button overlay
This lifts click-through rates immediately.
4. Pair video with concise email copy
The email still matters.
Use copy to set the hook, not repeat the video’s content.
Example:
Subject: Quick idea for {Company} — 42 seconds
Body:
Saw something in your {product/flow/ICP strategy} and recorded a quick video to explain.
If it’s relevant, happy to share more.
Short + curiosity = click.
5. Track watch behavior to tailor follow-ups
The magic of video analytics:
You can see if they watched 10%, 50%, or 100%.
Use that for smart follow-ups:
“Noticed you didn’t get a chance to watch this — here’s the 1-line summary.”
“Saw you watched the whole thing — want me to map this out further?”
This feels personalized because it is.
Where Video Fits in the GTM Funnel
Cold outbound
Breaks through crowded inboxes and increases reply rates.
Mid-funnel follow-ups
Use video to explain proposals, pricing, or workflows.
Late-funnel nudges
A personal video reduces ghosting and accelerates decision-making.
Customer success handovers
Humanizes transitions and improves retention.
Video isn’t just a tool — it’s a multi-stage GTM accelerant.
Final Thoughts
As inbox competition intensifies and automation becomes the norm, video has become one of the most reliable ways to humanize outreach and materially improve click-through and conversion rates.
It turns a cold email into a conversation starter.
It turns a stranger into someone who feels like they know you.
And in GTM, that shift often makes the difference between being ignored and getting booked.
Until next time,
— Team GTM Society