Cold outreach has always been the backbone of B2B lead generation. But the tools and methods we use to connect with prospects are changing. While text-only cold emails have long been the standard, video messages via platforms like Loom are rapidly gaining ground. The big question: which actually drives better engagement and more meetings?
At SendIQ, we’ve analysed thousands of campaigns across multiple industries, and the data reveals when and how each method works best.
The State of Text-Based Cold Email
Despite endless debate, email remains the most widely used prospecting channel. Yet the numbers tell a tough story. Campaign Monitor reports average open rates for cold emails at just 21.3%, with click-throughs around 2.6%. HubSpot research shows that 69% of prospects delete emails based on subject line alone, while nearly half open messages purely because of the sender. Breaking through requires more than clever copywriting—it demands human connection, something plain text can struggle to achieve.
Why Video Is Rising
Loom has exploded in popularity for sales teams who want to stand out in crowded inboxes. The platform says business users now send over 9 million videos each month, with videos generating 5x more engagement than traditional emails.
The appeal is simple: prospects aren’t just reading about you, they’re seeing and hearing from you. A face, a tone of voice, a personal reference to their company—all of this builds authenticity and trust far faster than text alone.
Engagement Rates: The Numbers
The data is striking. Vidyard’s State of Video Marketing reports response rates up to 16% for personalised video messages—far above the 1–3% typical for cold emails. BombBomb research shows video emails can boost click-through rates by 200–300%, while sales reps using video see 26% higher revenue than those who don’t.
That said, results vary. We’ve seen tech companies achieve excellent video engagement, while traditional industries sometimes favour the familiarity of a well-crafted text message.
Where Text Still Wins
Text emails aren’t going away. In fact, there are several scenarios where they outperform video:
- Time-sensitive communication: Text is quicker to skim and reply to.
- Mobile-first audiences: With nearly half of all opens on mobile (Litmus), text is often easier than playing a video in a busy office or commute.
- Complex or technical detail: Written documentation can be shared internally and reviewed at leisure.
- Formality and culture: Some industries simply expect written outreach.
Personalisation: Two Different Approaches
Both mediums allow for personalisation, but in different ways. Text-based emails shine when referencing company news, industry challenges, or inserting dynamic prospect details at scale.
Video, on the other hand, creates emotional resonance. Mentioning a prospect’s name, showing their LinkedIn profile, or highlighting their website in the recording feels uniquely personal—even if it takes longer to produce.
Time and Scalability
Here’s the trade-off. Text emails scale effortlessly. A rep can reach 500–1000 prospects a day with automation and smart personalisation. Videos don’t scale as easily: creating a personalised Loom usually takes 2–5 minutes per prospect, limiting output to 50–100 daily.
Yet higher engagement rates often balance out lower volume. Fewer but warmer replies may deliver the same—or better—results.
Best Results Come from Multi-Channel Sequences
What we’ve seen work best at SendIQ is using both. For example:
- Open with a text email to introduce yourself.
- Follow up with a short, personalised Loom to build trust.
- Reinforce with another text email referencing the video.
This sequencing combines video’s human touch with the speed and scale of text.
The Verdict
It isn’t about choosing text or video—it’s about knowing when to use each. Video is unbeatable for building connection, showing personality, and cutting through noise. Text remains superior for scale, detail, and accessibility.
The best-performing teams use both strategically. At SendIQ, we recommend pairing text and video inside a multi-channel outreach playbook that also includes LinkedIn and phone. The right mix depends on your industry, audience, and goals—but blending formats almost always outperforms relying on one alone.
The future of cold outreach won’t replace one channel with another. It’s about using the right medium, at the right time, for the right prospect.
