Database Marketing drives relevance. Data integration drives database marketing. Email marketers will move towards unfettered access to marketing data with stronger and more invisible integration between their email systems and their other marketing technology solutions.
We are already seeing this with web analytics and crm integration. Integration will continue to evolve into POS, MRM and just about every other corner of the good marketers data arsenal.
At the end of the day, data hasn’t historically been the problem for marketers. The problem is executing on that data. For the reasons mentioned above email is uniquely positioned to take data and execute towards the level of relationship marketing that most have only dreamed of.