Rows, pulldowns, pull-ups, and other movements that initiate movement through the scapula should make up a good amount of your upper body exercises in your program.
Rows and other horizontal pulling movements should outnumber both pressing movements and vertical pulling movements.
Like very other exercise, technique, is the key to performing any exercise and getting the most out of it.
The video below shows you a quick self-check you can perform when doing any pulling movement to make sure you are doing what you are supposed to do.
Keep this in mind the next time you are performing any pulling motion.