All things considered, I probably shouldn’t be going on the Lifetime Television Web site. Lifetime Television is for women. The point is reinforced right there on the home page, where visitors are offered a video on “How to Spot a Loser” (as in male loser). That probably means me.
But I visit the site anyway because it offers some of the best and most engaging e-mail newsletters around.
Lifetime started its first newsletter in 1999. Essentially, it was a monthly reminder women to monitor themselves for breast cancer. Since then, the network has created several e-zines, including Healthy Living, Relationship and Tune-In Alerts.
Some offer content on serious subjects. For example, Healthy Living features health tips, discussion topics and related programming information. Champions for Change invites readers to share their experiences—or those of loved ones—with breast cancer.
Others, like Golden Girls, provide updates on popular programming. And some, like Games and Sweepstakes & Offers, are just plain fun.
There is anecdotal evidence that these newsletters have boosted viewership. But they have done something even more: They have fostered a sense of community and a very loyal audience. How many e-zines can top that?
