In 2009, e-mail marketers started to get social, but 2010 will be the year social media makes e-mail marketing more powerful, according to eMarketer.
Social media is a partner, not a threat, to e-mail marketing because it provides new avenues for sharing and engaging customers and prospects.
Even though people are spending more time using social media, they are not abandoning e-mail. The two channels can help each other, offering the opportunity for marketers to create deeper connections.
Source: Adweek
Acceler8Success Cafe 
Paul, I agree with the general sentiments.
E-mail lists should be an important part of the franchisees local marketing effort, and franchisee association can do a lot to coordinate these activities.
The IAFD upcoming convention, May 10th – May 12th, is exploring all these possibilities.
You could look it up: http://www.franchise-info.ca/convention_news/2010-convention-agenda.html