How can I use a cell value as the To: email address in an "Alert Someone" action

I searched the community and likely I am not asking this question correctly as I cannot find an answer.

Background: I have a master worksheet with one row for each project. For each project I keep track of the person submitting a project request by saving their email address in a "Submitted by" column.

Requirement: I want to use workflows to sent an alert to the "Submitted by" user email address in that cell. But, when building a workflow using the "Alert Someone" action it does not provide any way to get that value from the cell as the "To" and send an email to them notifying them of the change.

Am I using the wrong "Action"?