I remember my son getting weekly "updates" as well, from about 6 or 7 interested coaches, or recruiting coordinators, leading into his junior year HS season. These in my opinion tended to be more "generic" as far as the type of email being sent. Ironically, only one one those schools ended up seriously making an attempt at recruiting him, during the summer recruiting time frame. Things changed radically during the summer.
IMHO just make sure you are updating coaches with schedules of you HS season and summer showcase and season schedules as these come out. Don't expect to see a lot of coaches until after many of their seasons end in May and even then it may only be a few.