Treering’s personalized video strategy drives a 94% open rate, 53% CTR

Key Results from Using Vidyard

94%

open rate on personalized video campaign

53%

click-through rate on personalized video campaign

4+ teams

using video across sales, marketing, customer success, and operations

Overview

Treering makes memories. As a custom yearbook and travel keepsakes company, personalization isn’t a marketing tactic, it’s the whole product. Every book they print is unique to the person who ordered it.

So when it came to customer communication, a generic email cadence wasn’t going to hold up. Treering needed a way to bring that same “made for you” quality to every customer touchpoint, across a fully remote team, without adding headcount.

They found their answer in Vidyard, and today use video across their teams: sales, marketing, customer success, onboarding, and internal operations. A recent personalized video campaign hit a 94% open rate and 53% click-through rate, and the team keeps finding new ways to put it to work.

Challenge

Creating personal connections without being in the room

Treering is a fully remote company that builds customer relationships through digital communication rather than in-person visits or trade shows. That model works well for them, but it raised an important question: how do you make digital outreach feel as personal as a face-to-face conversation?

“Pre-video, we were like every other software company,” says Erika Lin Payne, Marketing Manager at Treering. “Personalization was limited to your first name, maybe your role at the company, maybe the school’s name.”

A text email can’t show a product in action, respond to a specific moment a school is going through, or replicate the warmth of sitting down with someone and walking them through something that matters to them.

Treering needed a way to do what they already did well, at a scale that would work for a lean, growing team.

Solution

Video across every team and touchpoint

Treering started using Vidyard around 2021, and video spread from one team to the whole organization over time. Here’s how it works today.

Sales: Showing up in the moment

On the sales side, video changed how Treering approached outreach. Instead of sending a standard pitch, reps could record a short video that referenced something specific to a school. A Facebook post about a snow day, a pain point about end-of-year deadlines, or a feature that addressed a real challenge they’d seen.

We’re a fully remote company. We do very few trade shows, and yet we’re still invited into people’s homes, into their classrooms through video. — Erika Lin Payne, Marketing Manager, Treering

That specificity is hard to replicate in an email, and it separates Treering from competitors who rely on traditional outreach.

Customer success: Support that feels one-to-one

For the customer success team, video became the go-to tool for personalized follow-up. When a customer flags a missing feature or needs help navigating their account, a short screen-share video gets them where they need to go faster than a support article ever could.

That’s how you take an 8 and make them a 9 or even a 10. Being able to provide that personalized follow-up shows customers you actually listened. — Erika Lin Payne, Marketing Manager, Treering

CSMs also use video to get ahead of common onboarding questions. Rather than waiting for customers to run into a problem, the team sends short tip videos timed to where customers are in the onboarding process, and the approach shows up directly in Treering’s NPS data. Personalized video support is one of the top things promoters call out when explaining why they love working with Treering.

Marketing: Turning customer feedback into stronger relationships

During peak yearbook season, Treering processes thousands of NPS responses. Payne personally follows up with promoters using personalized video, addressing their specific feedback, acknowledging their loyalty, and showing them features they didn’t know existed.

I personally get more responses when there’s a video than not. — Erika Lin Payne, Marketing Manager, Treering

Vidyard’s view tracking also means the team knows exactly who has watched and who still needs a follow-up, so nothing falls through the cracks.

Internal operations: Fewer meetings and faster decisions

Treering uses Vidyard internally to record bug reports, document processes, onboard new workflows, and share training content without scheduling a meeting to do any of it.

“Anytime I can send a video and not have a calendar invite, let’s do this,” Payne says.

Help center and community: Content that keeps working

Treering embeds Vidyard videos throughout their help center, turning individual support recordings into reusable assets so that a video made for one customer’s question becomes a resource for thousands. Payne also repurposes helpful recordings into their customer Facebook group as timely, casual content that still feels personal because it is.

“I love that you give us tools to make it look personal but also do it at scale,” she says.

Results

Why video works for Treering

When Treering ran a personalized video outreach campaign for a company event, they sent videos to a targeted group of recipients. The campaign came back with a 94% open rate and 53% click-through rate.

The numbers reflect something Payne had suspected: people pay attention when something feels made for them. “When you see a video made for you, you’re going to click it,” she says.

The results point to something bigger than one campaign. Treering has built genuine relationships with its customers through consistency and care, and the open and click-through rates are a reflection of that trust.

Treering’s product is custom by design, and video gives them a way to carry that same quality into every customer conversation at the speed a lean team actually needs.

“Every single yearbook we print is custom,” Payne says. “When we do that with video, we’re modeling customization, personalization, and the value of the individual.”

The team at Vidyard supported Treering in getting more out of the platform over time. From basic recording tips to proactive onboarding sequences, Treering worked closely with their Vidyard CSM to build new workflows as the business grew.

“I feel like both of our companies have been growing together, and it’s been a really great relationship,” Payne says.

Vidyard has meant an extension of relationships. We have talked over the phone and emailed back and forth with customers, and now Vidyard allows us to have face-to-face time on their schedule. It’s one more way we put people in the driver’s seat. — Erika Lin Payne, Marketing Manager, Treering

About Treering

Treering is a memory-as-a-service company that helps schools, families, and organizations turn life’s most meaningful moments into premium physical products. Named to the 2025 Inc. 5000 list of fastest-growing companies in America, Treering serves schools across the United States with custom yearbooks and travel keepsakes. Every product is unique to the person who ordered it, and that commitment to personalization runs through everything they do.