GLOSSARY
What Is EDDM?
EDDM — Every Door Direct Mail — is a United States Postal Service program that lets businesses mail to every delivery point on a chosen carrier route without needing a list of individual addresses. EDDM postage rates are approximately 70% lower than first-class mail, making it one of the most cost-efficient ways to reach households at scale. Tree Traction uses EDDM as the delivery mechanism for all campaigns — combined with proprietary route targeting data to select only the highest-value neighborhoods.
THE BASICS
How EDDM works
EDDM eliminates the need for a purchased address list. Instead of targeting specific named individuals, you select one or more USPS carrier routes — the geographic territories of individual mail carriers — and mail to every address on those routes.
The USPS has two EDDM programs: EDDM Retail, designed for small businesses doing smaller mailings directly at the post office counter; and EDDM BMEU (Business Mail Entry Unit), used by higher-volume mailers and commercial print/mail providers who process and submit mail in bulk.
EDDM has size requirements for mail pieces — standard EDDM flat pieces are larger than a standard postcard (minimum 6.125" × 11.5"). Pieces must be bundled in groups of 50–100, with a facing slip attached for the carrier. Mail is typically delivered within 3–7 business days of the drop date.
EDDM at a glance
- Postage rate~$0.223/piece
- Address list neededNo
- Targeting unitCarrier route
- Delivery time3–7 business days
- Min piece size6.125" × 11.5"
Tree Traction all-in cost
- Total price per piece$0.45–$0.65
- Includes designYes
- Includes printingYes
- Includes route targetingYes
- Includes call trackingYes
THE KEY DIFFERENCE
Generic EDDM vs. targeted EDDM
EDDM is a delivery mechanism — not a targeting strategy. The most common mistake tree service companies make is treating EDDM as the strategy itself: pick some zip codes, mail every door, see what happens. That's generic EDDM, and it's why many companies try direct mail and get underwhelming results.
Targeted EDDM uses the same low-cost postage program but applies data to decide which routes to select. Instead of mailing every route in a zip code, you analyze route-level data — tree density, income, home age, lot size — and mail only the routes most likely to generate calls from homeowners who can afford and need tree service.
Generic EDDM
- ✗Route selection by zip code only
- ✗No filtering by income, tree density, or lot size
- ✗No call tracking — results invisible
- ✗Results stay flat — same routes every month
- ✗DIY management — time cost on the owner
Tree Traction targeted EDDM
- ✓295 data points + satellite tree density per route
- ✓Only top-performing routes selected
- ✓Unique tracking number per route
- ✓Monthly optimization — results compound
- ✓Fully managed — design, print, mail, report
COMMON QUESTIONS
EDDM — FAQ
What does EDDM stand for?
EDDM stands for Every Door Direct Mail — a program run by the United States Postal Service (USPS). It allows businesses to mail to every delivery point on a chosen carrier route without needing a list of individual addresses. The business selects the routes they want to target, prepares their mail pieces to USPS specifications, and drops the mail at a local post office. The carrier then delivers to every address on the selected route.
How much does EDDM cost?
EDDM postage rates are significantly lower than standard first-class mail. As of 2025, EDDM Retail postage runs approximately $0.223 per piece for flat-sized mail pieces. Compare this to first-class addressed mail at $0.73 per piece — EDDM is roughly 70% cheaper on postage alone. However, postage is only one component of a direct mail campaign. Design, printing, targeting, tracking, and management add to the total cost per piece.
How is EDDM different from targeted direct mail?
With generic EDDM, you select routes by zip code and mail to every address on those routes regardless of who lives there — no filtering by income, home size, lot size, or tree canopy. Targeted direct mail uses EDDM as the delivery mechanism but layers data on top to select only the routes and, in some implementations, specific address profiles most likely to convert. Tree Traction uses EDDM postage rates but selects routes using 295 data points including satellite tree density imaging — getting the cost advantage of EDDM with the precision of much more expensive targeted mail.
Can any business use EDDM?
Yes — EDDM is available to any business. You can use EDDM Retail (for smaller mailings, done yourself at the post office) or EDDM BMEU (for larger volume mailings through a Business Mail Entry Unit, used by print/mail service providers). There are size restrictions on mail pieces and minimum/maximum quantity rules per route, but there are no restrictions on what type of business can participate.
What are the downsides of DIY EDDM for tree service companies?
DIY EDDM without strategic targeting produces inconsistent results for tree service companies. The main problems: (1) No data-driven route selection — you pick zip codes, not the specific routes within them with the best household profiles. (2) No call tracking — you can't tell which routes produced calls, so you can't optimize. (3) No design expertise — generic EDDM designs often underperform professionally designed, offer-driven letters. (4) Time cost — managing printing, compliance, and post office logistics takes meaningful time away from running the business.
EDDM Pricing, Data-Driven Targeting
Tree Traction uses EDDM postage with proprietary satellite data to select your routes. Book a free strategy call to see your market.
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