It seems to me that the EU store handles it differently than the NA store. if someone from the Community Team is around that confirmed this, please reply so we can get some peace of mind~
I guess with the EU store it skips the part with the pre-order code since the store account links with the SE account thingy, you get what I mean, since in the mail it says; Thank you for preordering, bla bla, you are entitled to following preordering items etc. And it is listed as one of my registered games under my profile on the EU Store.