People like feeling special by getting a deal others don’t. They like being rewarded for loyalty and seeing companies reward them for sticking around. Giving out special deals to a targeted audience is a great way to encourage a following. If they feel they are one of the few involved it brings them closer to your brand. If they feel the deal is available to anyone the special feeling is gone and you lose some support from them. Just remember to make your loyal customers feel like they are part of an elite club to increase engagement.