“He deserved to go to prison” or “he deserves a raise.” In most sentences you could use either word and it would make sense. “He earned going to prison” or “he earned a promotion.” To sounds more native you should use the word deserve when talking about a reward or punishment.

It depends where you use those phrases in a sentence. The first two must be followed with other words. E.g. "You deserve to win" or "You deserved to win". If both people in the conversation already know what they deserved, you can just say "You deserved it!"