In short: Create a code such as WELCOME10 with a 10% Product Discount and a Shipping Discount with Free Shipping, then tick Limit to one use per customer. To limit it to first orders, add a Customer Segment of customers with no orders. To limit it to new subscribers, send each one a unique single-use code.
Why one code: Shopify's own discount codes each hold one kind of discount, so 10% off and free shipping would be two codes for a new customer to enter. OneCode: Stackable Discounts gives both with one.
Steps
Click Create discount and enter the code
WELCOME10.Click Add Discount Type and enter
10in Percentage. Keep Target as All Products.Click Add Discount Type, set Discount Type to Shipping Discount and keep Free Shipping.
In Maximum discount uses, tick Limit to one use per customer.
Click Save discount, then add the code to your newsletter popup or welcome email.
What the customer gets
A new subscriber with a $60 order: $6 off and free shipping. If they try WELCOME10 again on a later order, it doesn't apply.
Keep existing customers out
Limit to one use per customer stops a second use, but an existing customer who has never used the code can still use it once. Two ways to narrow it:
Customer segment: in Shopify, go to Customers > Segments and create a segment with the filter
number_of_orders = 0. In OneCode, add the Global Condition Customer Segment and pick that segment. Shopify checks the segment at checkout using the customer's account, email or phone number. Newsletter subscribers who haven't ordered match. Shoppers with no customer profile at all don't, so ask for a sign-up to get the code.Unique codes: generate single-use codes and let your email tool send one to each new subscriber. Guests can use them without logging in. This doesn't check order history: anyone who receives a code can use it once, so it limits the offer to new subscribers rather than first orders. See Unique single-use codes for emails, influencers or vouchers.
Variations
$10 off a first order of $50 or more: instead of the 10% product discount, add an Order Discount with Fixed Amount
10and the condition Cart Subtotal at least50.No discount on sale items: on the product discount, click Add sale item rule and choose Exclude sale items.
Good to know
Shopify recognises customers by their email address or phone number for Limit to one use per customer.
Shopify matches segments by the logged-in account, or the email or phone number entered at checkout. Someone with no customer profile yet doesn't match.