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Email notifications may be sent to customers based on a variety of trigger actions related to your game, software, or video on Steam. These triggers may change in the future, but this is a description of current set of features.

Note that some customers may have opted to configure their e-mail preferences to not receive some or all of these kinds of e-mails.

Product Launches (Release or Early Access)

When your game releases, either in Early Access or as Full Release, any user that has the game on their wishlist at that time will receive an e-mail notification about the game being available.

If your game has released in Early Access and then transitions to Full Release, another e-mail will be sent to users with the game on their wishlist at that time.

For more information on preparing for release, please see the Release Process documentation.

Promotional Discounts

Any type of discount, whether a curated feature spot, a weeklong deal, or a custom configured discount will trigger a notification e-mail to users with your game on their wishlist.

For more information on discounts, please see the Discounting documentation.

Best Practices

Here’s our three biggest suggestions:
  1. Put up a Coming Soon page as soon as you’re ready and able, so interested customers can add your product to their wishlist and get notified at launch.
  2. Stay engaged over time—don’t just launch your game and move on to the next one. Many users will wait for a reason to buy your title, such as a transition out of Early Access, a content update, discount, or a friend to play the game with.
  3. Look back at Wishlist data after a sale or promotional event to guide your future decisions. Trends over time can help you determine what communication is generating the most interest, both in terms of purchases and wishlists.

Frequently Asked Questions

Q: How long after trigger are e-mail notifications sent?

A: E-mail notifications may be sent out over multiple hours depending on how many users the system needs to send to. Additionally, notification emails may include several titles, depending on how many a customer has on their wishlist.

Q: Is there a cooldown on how often an email is sent for a particular product?

A: If notification events for a specific product occur closer than a week or two together, the second e-mail may not be sent to the same user.

Q: Where can a user configure their e-mail preferences?

A: From the upper-right corner in Steam, select your user name to activate the drop-down and select "Account Details." From there, you can select "Manage Email Preferences" to pick which types of communication you wish to receive.

Q: Will all customers receive wishlist notifications?

A: Only customers who have verified their email address with Steam will receive notifications.

Q: How do I track activity from email notifications?

A: If an email notification is sent for your title, visits to your store page will be visible by going to “Marketing & Visibility” -> ”Traffic Breakdown” on your App Landing Page.

Additionally, you can monitor e-mail campaigns and conversion rates by going to the financial reporting site, clicking “View detailed wishlist breakdown” and scrolling to the bottom of the page. It will show you e-mail notifications sent during the selected time period.