The Send to menu provides the ability to send files that you select in Windows explorer to applications that take the file type as a parameter. What if you want to send files to your own application or another application that does not have this context sensitive option?
To add your own Send to menu items on Windows 7 open up an Explorer window and paste the following into the address bar.
You should see shortcuts for the existing Send to items. Create your own shortcut in this folder with a target for the application you want. Next, to try it out, open another Explorer window and right-click on a file. You should see your item on the list.
Thanks to the How To Geek for an explanation.