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Radio can is a perfect complementary medium. It can help direct mail. Radio as a standalone medium can generate a 29% lift in search. (RAB: Radio Drives Search, Sequent Partners, Media Monitors, In4mation Insights, 2017)

Consumers hear only one radio ad at a time, in contrast to the clutter of many pieces of mail delivered at once

Radio generates new customers by branding an advertiser. Consumers who are familiar with a brand may be more receptive to direct mail pieces they find in their mail.

Radio ads run concurrently with a direct mail campaign can educate consumers about the business and direct them to check their mailboxes for more detail, ordering, etc.

Radio can amplify a campaign's impact. In fact, radio can drive awareness lift of a direct mail campaign by 78%. (Nielsen study of 4 advertisers in B2B, Auto Aftermarket and Motorcycles, 2015-2016)

Radio Ad Lab and other studies since then have established that listeners feel a personal connection to the radio stations they tune to, so hearing an ad on radio and finding a direct mail piece in the mailbox for the same business may alleviate the perception that they’re receiving “junk” mail.

For more information on radio:

Glossary: http://www.rab.com/public/reports/buysellterms.pdf
FAQs: http://www.rab.com/whyradio/faq.cfm
Statistics and Trends: http://www.rab.com/whyradio/