A well-crafted welcome series will give you lots of information about your user. Use your welcome series to introduce different themes to see which are most engaging to the user.
Product-wise, it’s a lot easier for ecommerce brands to track purchases than it is for CPG brands, but CPG brands can get strong indicators of product interest.
Automations work best with - and often depend on - audience segmentation and personalization. If you're unsure your CRM's audience segmentation is clean and distinct, prioritize that initiative.
I’ve seen plenty of brands that use welcome emails but stay generic. This doesn’t achieve much for either the brand or the user.
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