It looks like you ran a 100% off sale with key claiming enabled. Those people become permanent owners of the game. Those are included when you send an email to “owners.”
I sent an email to those who purchased the game, because it gave me a choice between the paid users and the owners of "keys" which if I am understanding correctly, "keys" in my case means Steam keys and not those who own the game on itch. If I am still confused please let me know
No, it’s not related to Steam keys. On itch.io owners are granted a key that gives them access to your project regardless of if there are Steam keys involved.
