What will 2010 mean for email?

It's a tough question, especially because in many ways, email has dropped off the radar as a hot topic - especially in New Zealand.

Has email become boring? Has it been so overshadowed by the current obsession with desperately trying to find some justification for social media sites as valid marketing tools?

There are two reasons why a medium of communication might be topical - technological development, and development of impact.

Email is a relatively complete medium - highly functional, yet simple. But it's technological advancement will depend upon advancements in supporting platforms, hardware and transmission capabilities. As such, email is probably on of the most mature web based concepts available.

So for email to become big news in 2010, it is going to have to make an impact - by increasing ROI for email marketers.

Which brings our wheel full circle - again. Email, like any tool, is only as good as the hands it is in.

We can all send emails, we can all operate DIY bulk email programmes, but unless email marketers finally get their heads around the fact that email is a unique medium requiring unique knowledge, experience and expertise to operate successfully, then the only place email is going in 2010 is backwards.

And that would be a shame.