Emails from brands

Mostly I get emails from Fido. 
From time to time, I feel a little annoyed about emails from them, but I know that some information is useful.
Even though I don't think sending emails is personalized, it would be better if it can be personalized connection from individual managers or someone like them.
I bet it would be effective for companies to send some coupons through emails on customers' birthdays so that they make more loyalty customers.
For me, the emails from Fido are useful to pay before the bill due.