Should a welcome email include a discount?
It depends on your margins and brand. A discount can lift first purchases, but it can also train people to wait for offers. Test a discount against a no-discount welcome and compare revenue per recipient.
Some stores lead with value instead, such as free shipping, a gift or a strong brand story. Others use a small incentive in exchange for the sign-up.
Whatever you pick, check the effect on margin and repeat buyers, not only on the first order.
In practice.
A store splits new subscribers between a welcome series with an incentive and one without. After a few weeks it compares orders, margin and repeat purchases before deciding.
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