As marketers, we’re used to dealing with annoyed customers.

So it will probably come as no surprise that consumers rank unsolicited e-mail messages near the top of the heap of the things that rag them the most.

In a recent study by the University of Georgia, consumers ranked e-mail spam as intrusive and annoying, rating it a 2.46 on a scale where one was worst and seven was best. Comparatively, unsolicited direct mail received a 3.87 ranking.

The researchers also note several other studies that found consumers feel direct mail more often contained useful items, such as coupons and sales promotions, while spam more often contained inappropriate material.

Now we’re not saying that there’s never a reason to employ an e-mail marketing campaign. But the problem you face when you choose to drop your marketing into someone’s inbox is that you’re tainted by association. Sure, your message is legit, but you’re putting it into a channel where you run the risk of being screened out and ignored.

The good news for direct mail is that research shows it enjoys a more positive relationship with consumers. Most sort through it, and spend around 30 minutes reading it daily.

But don’t think for a minute that mail can’t be put into the same position as spam. The old “spray and pray” days are hopefully over, but there are still too many marketers out there with a “dump and run” mentality, and it’s getting noticed by the kinds of folks who can do something about it.

The solution: effective self-regulation. Make sure your mailing lists are highly targeted and receptive to the message; use recycled materials when possible; make it relevant to the recipient.

In other words, stick to the best practices of our industry. And that’s where we can help. At Deliver we bring you some of the smartest thinking in the industry, and that includes making the most effective, most welcomed use of direct mail.