I like to subscribe to newsletters/feeds from my favourite blogs, stores, companies etc.
I opt-in to these newsletters in good faith, to hear about new ideas, products, discounts & new places.
Generally speaking, I will get emails from retail outlets once a week, if that.
There are some companies out there that I wish could do more online ... hint hint, place where I work! However, there is one company now just plain annoying me with all their 'sales' & bombardment of e-newsletters ...
I'm now opting-out, permanently.