Cold Email + Video: Is Loom the New Secret Weapon?

In partnership with

Hey GTM Builders,

Cold email is harder than ever.

Inboxes are crowded, spam filters are aggressive, and everyone’s copying the same playbooks. The “just checking in” or “circling back” templates? Instantly deleted.

But there’s a new tactic that's quietly outperforming traditional outreach, especially in high-touch sales and founder-led GTM

Cold Email + Loom.

No, it’s not just about sending videos.
It’s about human connection at scale. When done right, Loom adds tone, trust, and traction to your outbound. It helps you break the pattern and get a response—not just a read.

Let’s dive into why it works, how to use it without being cringey, and what the best cold email + video combos look like in 2025.

Why Cold Email Alone Is Failing

Today’s buyers are smarter and busier. They can spot templates from a mile away, and unless your message hits something specific, it won’t stand out.

The real challenge in 2025 isn’t getting seen.
It’s getting trusted.

Even well-researched emails sometimes fall flat if the tone feels stiff, robotic, or too polished. That’s where video comes in—it introduces you into the conversation. Not just your offer.

Why Loom Works in Cold Outreach

1. Pattern Interrupt
   Text is expected. A smiling thumbnail holding a “Hey Alex 👋” sign? That stops the scroll. Even better if it’s embedded right in the email.

2. Trust Through Tone
   Video adds emotion, voice, energy, eye contact. It signals intent. It turns “seller” into “real person trying to help.”

3. Clarity of Message
   You can show the pain, walk through a demo, or drop a relevant insight in under 60 seconds—without sounding pitchy.

4. Effort Equals Signal
   When someone sees a video made just for them, their brain goes: “This person put in work. Maybe I should hear them out.”

5. Better Than a PDF
   Instead of attaching a cold deck, you walk them through it. Use Loom to show their site, dashboard, or a teardown—tailored to them.

When to Use Video in Your GTM

• Outbound to High-Intent or Tier 1 Accounts
  Ideal for target customers with high ACVs, long deal cycles, or strong strategic value.

• Warm Leads Who Went Cold
  Reignite conversations that fizzled by showing what they’re missing or recapping key value points.

• Post-Event or LinkedIn Follow-Ups
  Instead of “nice to meet you” emails, send a 30-second Loom recapping your convo and a next step.

• Founder or Exec-Led Outreach
  A founder recording a personal note to another founder? That lands differently—especially when trust matters more than pricing.

Best Practices for Cold Loom Videos

1. Thumbnail Matters
   Use the first 3 seconds to show a personal hook. Holding up a whiteboard with their name? Gold. Bonus: smile and wave.

2. Script the Open, Freestyle the Value
   Start tight:

Then walk through something relevant to them—like their site, product, or use case.

3. Keep It Under 60 Seconds
   45–60 seconds is the sweet spot. Long enough to say something, short enough to be watched.

4. Add a Text Summary in the Email
   Some people won’t watch the video. Your email should carry the gist too. Never rely on the video alone.

5. Always End with a Soft CTA

Make the reply feel like the obvious next step.

Sample Cold Email + Loom Structure

Subject: Recorded this quick idea for [CompanyName]

Body:
Hey [First Name],
Saw you’re doing [insert trigger]. I recorded a quick 40-second video with a couple of ideas that could help. Thought it’d be more useful than a wall of text:

[Loom thumbnail or link with a caption: “Hey [First Name], quick idea”]

If it’s helpful, happy to trade notes or keep it super short. Either way, hope it sparks something useful.

Best,
[Your Name]
[Title]

Tools to Power the Stack

• Loom + Clay: Auto-generate relevant talking points and personalization at scale.

• Tavus or BHuman: AI-personalized video—can work for warm leads, but use with caution.

• Vidyard + HubSpot/Salesloft: Get real-time notifications when a video is viewed.

• Lavender: Helps craft cold email copy that complements your video, not replaces it.

Does It Work?

Yes. And especially in 2025, when trust > tactics.

Teams are reporting:

• 2–5x more replies

• 30–50% video completion rates

• Higher meeting-to-close ratios (because trust builds earlier)

Final Thoughts

Cold outreach is not about spamming. It’s about breaking through—with respect, relevance, and creativity.

Loom isn’t magic. But when paired with thoughtful messaging and strong GTM strategy, it’s a weapon. A warm, human, high-converting weapon.

So before your next outbound sprint, ask yourself:

“Would I reply to this email?”
If not—record the video. Let them hear the real you.

GTM Challenge:
Send 5 custom Looms this week. Pick top accounts. Track opens, plays, and replies. Best-performing video? We’ll showcase it (with permission) in next week’s edition.

Until then,
— Team GTM Guild