A history of authentic content
Founded in 2005 by John and Jennifer Garrett, Community Impact began as a monthly mailed newspaper serving local communities. Today, the newspaper reaches 2.5 million mailboxes each month with trusted, locally tailored coverage across 39 Texas markets.
In 2014, Community Impact expanded into digital news with the launch of the CI Morning Impact email, initially offering broader, metro-level news on a weekly basis. In 2021, however, after studying other email news models, Founder and CEO John Garrett identified a gap in the market, strategically expanding the email to a daily format focused on hyperlocal coverage.
“I knew strategically that if we could offer a daily product, it would be a game changer,” Garrett said. “I felt like it was a way we could serve the communities, ... and I really wanted to have a daily interaction with our readers.”
Since the transition, email subscribership has grown impressively, reaching 130,000 unique subscribers. In total, there are over 260,000 subscriptions, meaning readers value the content enough to subscribe to multiple markets. In addition, some weeks the company sees as many as 500 new subscribers.
“I've been surprised by the growth because it's all organic,” Garrett said. “People really want this!”
The email has become integral to Community Impact's mission. Garrett describes it as the gasoline of the company.
“The email brings even more usefulness to our readers who are trying to connect with their communities,” Garrett said. “We also have more opportunities for our advertisers to grow their businesses. It's a huge opportunity to grow what we've already built.”
Inside the CI Morning Impact email
Every edition of the email is free, giving readers the opportunity to become first to know:
- Local business openings, closings and relocations
- Events taking place across town
- Transportation updates, spanning from new traffic signals to road construction timelines
- Education reports that bring attention to district-level decisions, funding shifts, school safety efforts and other topics critical to families and future generations
- The stories behind a variety of local businesses, ranging from restaurants to health care to home services
Tri-City Distributors, a New Braunfels beverage wholesaler, received an overwhelming response when their sponsored content was shared.
“Being featured in the CI Morning Impact [email] had a real and immediate impact on our business,” Tri-City Distributors’ marketing lead Eric Sepulveda said. “We saw a noticeable increase in outreach from both existing and potential retail partners across our distribution footprint, as well as a huge uptick in followers on our social media pages. The visibility helped reinforce our reputation in the industry and opened conversations with accounts we’d been trying to connect with for a while.”
Reader satisfaction and trust
A recent survey was conducted through the CI Morning Impact email, in which readers answered a series of questions regarding their experiences with the product. The results showed the following:
When asked what factors contribute to this, Vice President of Content Marie Leonard emphasized the impact of having a team of passionate journalists.
“Having journalists who live and work in their community is really important,” Leonard said. “Our success points to the fact that our journalists and our team show up in person. We're truly a face that the community can get to know and talk to.”
Why readers keep coming back
The relevance of the email is a key reason why readers look forward to receiving it every day.
“Community Impact is constantly on the cutting edge of information,” one reader said. “As a local real estate broker, I know I can trust the [email] to keep me abreast of all the new communities in our area, along with commercial developments that are on the horizon. Thank you, CI!
The length of the email, which 88% of readers say they love, makes it easy to stay informed without feeling overwhelmed, and Community Impact earns reader loyalty through the trust it builds with every edition.
“Having a consistent brand and consistent journalists who provide great journalism sets us apart,” Leonard said. “I'm really proud of how 86% of our readers say CI is the most trusted content they read, which is significantly higher than national outlets and trust in the media overall.”
As the email continues to grow, exciting new ideas are in the works. While specific details are still under wraps, Garrett said he is confident that the upcoming additions will align closely with the company’s mission, ensuring they can equally excel in both print and digital products.
“We want people to be delighted with our paper once a month, and we want people to be delighted with their email once a day,” Garrett said. “We want our readers to feel like they can give us feedback.”
To submit input, story ideas or become an advertiser, visit communityimpact.com/contact.
To subscribe to your free, local email, visit communityimpact.com/newsletter. Start each day with the news that matters most—delivered with purpose, built for community.
