A few major brands, like Spotify, Lowes, and Tommy Hilfiger are killing it when it comes to customer acquisition, and even more so when it comes to generating customer loyalty. How? They have mastered how, why, and when to create exclusive offers their customers desperately want, and how to keep those offers exclusive.

We’ve taken the best practices that have helped these companies and hundreds of others implement successful promotions, and summarized them in this guide with everything you need to know to create exclusive offers that not only will make you money, but will make you a force to be reckoned with.