Email marketing can still be a successful marketing tool. However, as readers and consumers get more sophisticated in choosing products and services, email campaigns need to keep up and require more than in the past. Many things are to consider these days: Planning, considering user actions, which message to send to who and at what point and in general a more thought through campaign will run better than just an email sent out.
Have a look at this infographic to get some help on how to plan a better campaign.
Infographic Source: eShot