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(+1)

If a person bought from you - you automatically have their email address under payments.  

You could generate some keys and email everyone a key with a cover note that the key is to give to their friends ...  I would recommend that you force the key to be claimed so that only 1 person can claim it.

Thanks for the tip of forcing the key to be claimed.

There is the email list, but itchio states that is only for problems with payment, i don't think is correct to use for anything other than that.

I can send a collective email to all buyers, but there is no way to send a single key to each one.