Woolworths - email marketing strategy

I've just been astonished by a response from Woolworths - having been harrassed by marketing emails that seem to come every five minutes (well maybe not, but it feels like it) I asked them to unsubscribe my address, and they responded by saying I would have to write (yes,snail mail) their Data Protection Unit to unsubscribe - I couldn't quite believe my eyes. This highlights what seems to be a growing problem - the companies who allow you to "unsubscribe" via an instant button seem to be on the decrease, and those who insist that you "register" before you can unsubscribe appear these days to be the norm. Maybe, as one of the most successful sites around, you can tell me why?!!!! All I know is that it makes me determined never to buy anything from those who make you jump through increasingly complicated internet hoops to stop receiving their email. I'm beginning to simply put them into junk mail, but its all very unsatisfactory!

I never requested any email from Woolworths in the first place, so this is particularly galling. I sent a copy of my curt response to their Data Protection people and have now entered them on to the spam list.
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