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Hot take: swapping one email for a 90 second Loom video got a reply from a cold prospect in 2 days
I run demand gen for a small SaaS shop in Boise and our cold email reply rate had been stuck around 1.5% for most of this year. Two reps on my team kept asking to try video, so about six weeks ago I let them swap the first email in one sequence for a short Loom where they clicked through the prospect's actual pricing page and pointed out one gap. That sequence went from 1.5% to 4.2% replies in five weeks, and we booked 7 meetings off 200 sends, which is not huge but it beat everything else we ran. The part that surprised me is the videos that got responses were under 90 seconds and had zero intro, just straight into what we saw on their site. The generic "hey I made you a video" ones with a talking head did nothing. I'm not saying kill email copy, but I'm now fighting to get video into two more sequences and my VP wants data from a bigger sample first. Has anyone run a video test long enough to trust the numbers, or figured out how to scale them without the reps spending all day recording?
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