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I suspect most of these small webshops are glad that they can do newsletters at regular intervals at all.
I doubt they have the manpower to filter them by interest of their audience, because although that would make them more effective it also might mean there’d be no news at all for them to post. Time vs effort is unlikely to be worth it.
I prefer to not subscribe to newsletters because there’s unlikely to be anything I ‘need’/’want’ in any of them. Manually visiting the shops when I feel like buying anything is much more productive (and it’s still not a replacement for visiting a real shop and stumbling upon new things).
Heck … I’ve got one newsletter from a webshop that has ‘personal’ recommendations, but because I’ve only bought one or two things 99% of those things were bizarre and useless, which proves that automation of such things is unlikely to produce good results unless you buy at regular intervals.
btw :
Whatever happened to the BoW/OTT newsletters ?