While some industries pulled back from direct mail during the economic downturn to dabble in some of the trendy new media, many local businesses – including auto repair shops, franchisees and dental practices – stuck with direct mail and were rewarded. Merry Maids franchisee owner Rob Mascari attributes the consistent growth his business has experienced over the past five years to regular postcard mailings. Mascari, working with PostcardMania, mails out 1,000 cards per week for each of his locations, which brings in three to four new customers per week. Each new customer will generate approximately $15,000 in revenue over his or her lifetime with the business, Mascari said in a statement. Dr. Brad Litkenhous, DMD, is also seeing the benefits of a consistent direct mail strategy. The dental practice signed Patient News for a marketing program that includes a patient newsletter and postcards printed with a toll-free call tracking number. “The response to Patient News’ postcards and newsletters has been excellent,” said Dr. Litkenhous, in a statement. “Since I started with Patient News, my revenue has increased by $10,000 per month. My monthly new patient average before Patient News never exceeded 22. Now we’re averaging 30-40 new patients every month.” Direct mail service provider Mudlick Mail reports that some of its auto repair shop customers have increased business by as much as 40% using direct mail that is targeted by income, neighborhood and vehicle make. As a result, Mudlick tripled its sales in 2010. The company said in a statement that its customer base also increased significantly, expanding from just under 100 in 2009 to more than 350 in 2010.