||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)