I'd like to add an email address as a watcher for our tech support company, who doesn't have a user

I'm frequently needing to keep non developers in the loop on issues that we're tracking in JIRA. Example: Testing Oracle updates with our application. It seems to me that it's pretty common for your IT company to be a separate company (especially start-ups like us), or a different department. These users have no need to have accounts in JIRA, and in our case, we don't want them to have access, because do the the nature of what we are developing. It would be great if we can add email only watchers to issues.