As we head into the new year, BrightWave Marketing's founder looks forward to fruitful email marketing for all.

'Tis the season for recapping the year, looking ahead and making your holiday wish lists. Your email marketing hopes and wishes deserve to be checked twice. Here are 15 wishes for all email marketers:

1. That email marketers not forget that email doesn't exist without subscribers-- so remember them when you create and plan your campaigns.
   
   
2. That email marketing's latest buzzwords don't fade out and disappear-- they actually get implemented into daily campaigns. That means you Relevance and Engagement.
   
   
3. That the Email Experience Council (EEC) becomes what the email marketing industry has long been without-- a savvy leader and true voice for all things email marketing. 
   
   
4. That in the Web 2.0 world, marketers don't forget about email marketing and its mighty power.
   
   
5. One would think they couldn't but let's hope marketers don't forget that email delivers the highest return on investment compared to other marketing-- $57.25 for every dollar spent. 
   
   
6. Let's wish for email budgets to be allocated according to the ROI they produce, instead of the ridiculously low average of three percent of marketing budgets that are assigned for email marketing.
   
   
7. That email marketers remember that campaign frequency relates to their users' preferences, not just their own busy schedule or campaign goals.
   
   
8. Wishes that email marketing teams across the universe get added support, resources and respect. 
   
   
9. Let's wish for additional time to evaluate our own metrics as well as industry stats and best practices, but to remember not to bet the farm on third-party studies and benchmarks.
   
   
10. Remember to define and focus on your program's end goals, not just improving your open rate or achieving a nice increase in the viral effect if it does nothing to your bottom line (or page views or whatever your email program goals are).
    
    
11. That all legitimate email marketers fully comply with CAN-SPAM.
    
    
12. Let's wish for better email creative instead of rehashed templates.
    
    
13. Wish for better usage of email's triple threat-- personalization, segmentation and testing.
    
    
14. That RSS becomes a strong ally for integrated one-to-one communication strategies.
    
    
15. Finally, wish for deliverability becoming just an area of focus rather than a mass wave of concern and paranoia.

G. Simms Jenkins is founder and principal of BrightWave Marketing,  an Atlanta-based email marketing and customer relationship services firm. Read full bio.