Every exec has an inbox full of the same email. “I noticed you’re the VP of Marketing at your company.” Then “just bumping this up.” Then “just checking in.” You delete them without reading.
Here’s the uncomfortable part. That’s what your team’s outreach looks like to your buyers.
Why it fails
Sequences are easy to build, so volume went up and quality went down. Buyers learned to skip anything that smells automated, and the email filters watch what they skip. When enough people ignore or report your team’s mail, providers start hiding it, even from buyers who wanted to hear from you. A lazy sequence doesn’t cost you one ignored email. It costs you on every send after it.
There’s one thing an automated email can’t fake: proof that a person spent time on the prospect before reaching out. A short personal video does that. Their website on screen, your rep’s face, one reason for reaching out.
The 3 rules
Keep it short. Sendspark’s own guidance is under 60 seconds, with the prospect’s name up front.
One reason, one ask. Something specific your rep noticed, then a small next step.
Don’t fake the personalization. A generic reason is still a template, just a nicer one. People can tell.
How to set it up in Sendspark
Install the Sendspark Chrome extension. It adds a record button to Gmail and LinkedIn.
Your rep pulls up the prospect’s website and records screen and camera with the site in frame. One take. Real beats polished.
On LinkedIn, it works in direct messages and Sales Navigator, for people your rep is connected to. Use the Sendspark button, not a pasted link, or LinkedIn can drop the preview.
In Gmail, the rep clicks the Sendspark icon in the compose bar. Gmail can’t play embedded video, so the prospect sees a moving GIF preview that opens the video page.
Put the video pages on your own custom domain (video.yourcompany.com), so every link carries your brand.
Each video opens on a branded page with one button. Point that button at the rep’s calendar.
Sendspark emails the rep the first time someone watches and shows how much they watched. That gives your team a real reason to follow up.
Batch it: ten prospects, one sitting, same routine.
Done wrong vs done right
Done wrong is three minutes that open on your logo and “I wanted to introduce our solution.”
Done right is 25 seconds on one thing that’s specific to them:
“Hi Dana. Your middle plan’s button loops back to the top. That’s probably costing you trials. Worth 15 minutes?”
Dana can check that in ten seconds. Nobody sent that email to a thousand people, and that’s why she replies.
Try it
Sendspark has a 7-day free trial, no card needed, and plans from $49 a month. GTM Pipeline readers get 15% off with code FRIEND at get.gtmnext.com/sendspark.
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P.S. Give your buyers a reason to reply. Show them there’s a person behind the outreach. The 15% off is at get.gtmnext.com/sendspark, code FRIEND.