diff --git a/zerver/management/commands/send_custom_email.py b/zerver/management/commands/send_custom_email.py
index f8eec40fc3..52855e8680 100644
--- a/zerver/management/commands/send_custom_email.py
+++ b/zerver/management/commands/send_custom_email.py
@@ -3,6 +3,7 @@ from typing import Any
 
 from django.conf import settings
 from django.core.management.base import CommandError
+from django.db.models import Q
 
 from zerver.lib.management import ZulipBaseCommand
 from zerver.lib.send_email import send_custom_email
@@ -27,6 +28,11 @@ class Command(ZulipBaseCommand):
             action="store_true",
             help="Send to all organization administrators of sponsored organizations.",
         )
+        parser.add_argument(
+            "--marketing",
+            action="store_true",
+            help="Send to active users and realm owners with the enable_marketing_emails setting enabled.",
+        )
         parser.add_argument(
             "--markdown-template-path",
             "--path",
@@ -63,6 +69,20 @@ class Command(ZulipBaseCommand):
             users = UserProfile.objects.filter(
                 is_active=True, is_bot=False, is_mirror_dummy=False, realm__deactivated=False
             )
+        elif options["marketing"]:
+            # Marketing email sent at most once to each email address for users
+            # who are either recently active (!long_term_idle) or are a realm owner.
+            users = (
+                UserProfile.objects.filter(
+                    is_active=True,
+                    is_bot=False,
+                    is_mirror_dummy=False,
+                    realm__deactivated=False,
+                    enable_marketing_emails=True,
+                )
+                .filter(Q(long_term_idle=False) | Q(role=UserProfile.ROLE_REALM_OWNER))
+                .distinct("delivery_email")
+            )
         elif options["all_sponsored_org_admins"]:
             # Sends at most one copy to each email address, even if it
             # is an administrator in several organizations.